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Goldbach Advanced TV study proves: Advertising acceptance in Connected TV on the rise

Goldbach conducted its Advanced TV Study (formerly Smart TV Study) in the DACH region for the fourth time. The figures from previous years have already shown that smart TV has arrived in the living room.* Connected TV has now established itself as a complementary offering to traditional TV. Interest is very high, above all because of the simple and flexible use and the wide range of offers. The current study also shows that younger target groups are increasingly using app and VOD offers and that acceptance of advertising is increasing significantly.

Unterföhring, April 13, 2021 - Connected TV has long since conquered its place in the living room. 74% of all households have at least one Internet-enabled device. Particularly interesting: Compared to the previous year, the number of internet-connected second devices in the household has increased by 43%. 70% of 16- to 49-year-olds use Connected TV, half of them even regularly.

Internet-enabled additional functions are now most frequently used directly via smart TV devices by 71% of all respondents. 20% use a streaming box, 22% a streaming stick and 30% a games console. These figures are even higher among 30 to 49-year-olds. In this target group, 76% of respondents use a smart TV, 24% use a streaming stick, 27% use a streaming box and 35% use a game console. Only among 16- to 29-year-olds is the use of consoles even higher, at 39%. Unlike online, Connected TV, like traditional linear TV, is a one-to-many medium. On average, 2.3 people sit together in front of the big screen. The average usage time has increased by 30 minutes to 2.5 hours compared to the previous year.

What content is being consumed?

The use of HbbTV/RedButton content is holding steady at a high level (62%). Usage of apps and VOD functions has increased by an average of 8% year-on-year, with 87% using these, 62% even regularly. The young target group in particular stands out here, with 93% of 16- to 29-year-olds using apps/VOD, 73% regularly. Streaming/VOD apps (84%) are used particularly frequently, followed by TV apps (46%), music apps (27%) and sports apps (23%). Easy access to more content and more flexible viewing options are cited by all target groups as explanations for the high frequency.

Acceptance of advertising on the rise

Connected TV users use an average of 2.5 paid apps and 3 free apps. They spend between EUR 10 and 29 per month on these. Two-thirds of users of paid apps would accept advertising if the content were free. 42% of Connected TV users are aware of advertising in the Connected TV environment. In particular, those under 50 and male users have a higher awareness of advertising. 50% of 30- to 49-year-olds find advertising completely acceptable, and 44% of 30- to 69-year-olds even find it helpful.

Frank Möbius, Managing Director of Goldbach Germany on the study: "Connected TV has become an integral part of our viewing habits and has established itself as a complementary offering to traditional TV. As a one-to-many medium, we can reach younger target groups in particular. Particularly pleasing is the significant increase in acceptance for advertising and ad-financed content."

Mario Neumann, who was recently promoted to Unit Director Advanced TV at Goldbach Germany, adds: "Due to constantly developing technologies, Connected TV offers an exciting and above-average fast-growing advertising environment, which should not be missing in any media plan today. As a technologically oriented marketer, we are continuously working together with advertisers and agencies on new, interesting forms of advertising."

Goldbach specializes in the technology-oriented marketing of moving images. Its offering ranges from digital out of home to online video and advanced TV to a versatile linear TV offering.

*The current study was expanded to include Connected TV. This means that comparability with the results of previous years is only possible to a limited extent.


Goldbach Germany GmbH

Public Relations, Verena Adami

[email protected]


About Goldbach Germany GmbH

As a technology-driven marketer, Goldbach Germany plays out advertising messages intelligently and scalably on all video-based platforms, offering a diverse moving image product portfolio ranging from digital-out-of-home, online video and advanced TV to a versatile linear TV offering. Contacts, addressability, technical solutions and automation are the focus to show consumers the right message at the right time on the right screen. Goldbach Germany GmbH is a subsidiary of Goldbach Group AG based in Küsnacht, Switzerland. Goldbach Group AG operates mainly in Switzerland, Austria and Germany and is a TX Group company.