GVN Study 2024: Goldbach Video Network continues to have the highest reach

The eighth implementation of the study on the usage data of various video sites also shows why the Goldbach Video Network (GVN) is an extremely effective advertising channel. The key points of the study are summarized below.

Key findings

• As in the previous year, GVN 2024 has the highest reach in Switzerland as a whole compared to its competitors. This applies to daily, weekly and monthly usage and for all age groups surveyed.
• In the Goldbach network, the Digital TV Network product achieves 51% and Spotify 49% monthly reach among 15-49-year-olds.
• As a combination or extension of a campaign, the GVN provides additional reach, regardless of whether it is booked as a supplement to YouTube, Instagram or TikTok.
• The topic-specific environment networks achieve high affinities in interesting target groups for a wide range of interests.

Goldbach Video Network outperforms the competition

As in previous years, the reach of the Goldbach Video Network once again outperformed the competition this year. With a monthly reach of 97%, the GVN reaches more people in the advertising-relevant target group of 15 to 49-year-olds than YouTube (82%), the Ringier Digital Network (76%), Netflix (70%) or Instagram (62%). The results show that GVN is the leader in terms of daily, weekly and monthly usage.

GVN reach compared to competitors
Monthly reach in % / Total Switzerland /15-49Y.

The same applies to reach in the various age groups: GVN reaches the most users in all age groups. 

GVN reach compared to competitors by age group
Monthly reach in % / Switzerland as a whole

Of particular interest to advertisers is the young target group of 15 to 29-year-olds, where GVN is in first place with a monthly reach of 96%, followed by YouTube (85%) and Netflix (80%). Social media platforms such as Instagram (73%), TikTok (51%) and Facebook (39%) achieve significantly lower reach in this age group.

Note: With an average age of 41 years and a share of 48% female and 52% male users, GVN is positioned in the middle of the socio-demographic range (based on monthly usage).

Reach optimization thanks to the GVN

The GVN is not only a high-reach advertising channel, but also helps to achieve incremental reach thanks to the high number of exclusive users as an addition to other networks or as an extension of a campaign.

For example, the use of GVN increases reach by 17% in addition to YouTube. As an addition to Instagram, the GVN achieves +36% reach, while as an addition to TikTok it achieves 63% and to the NZZ Video Network even 71% additional reach.

Additional reach
Monthly reach in % / Total Switzerland /15-49Y.

The GVN also helps to increase reach as a cross-media campaign extension. If the GVN is combined with the Goldbach TV channels, the monthly reach of the Goldbach TV channels among 15 to 49-year-olds increases by 19%.

About the study

From February to March 2024, a total of 1,338 15- to 64-year-olds from German-speaking and French-speaking Switzerland were surveyed on their use of various video sites. The representative survey was conducted in collaboration with Dentsu International Switzerland. This year's study is the eighth to be conducted.