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The 5th Goldbach Advanced TV Study once again proves: High acceptance of Connected TV

Goldbach has already conducted its fifth Advanced TV study in the DACH region. The figures from last year's survey already proved that Connected TV has a high level of use. Interest is still very high, especially because of the flexible use and the wide range of offers. The current study also confirms that advertising in the Connected TV sector is effective and activating.

Unterföhring, April 04th, 2022 - Connected TV has long since conquered its place in the living room. The medium confirms its high awareness and use in all age groups: Above all, the younger target group of 16- to 49-year-olds use Connected TV at over 70%. The figures for households with children are strikingly high: Here, 77% of the people living in the household use Connected TV. Users continue to spend just under 2.5 hours a day on the additional functions, while the daily viewing time for linear TV is only slightly higher at 2 hours 45 minutes.

Three quarters of those surveyed use access via smart TV, and one quarter via peripheral devices. Among the streaming boxes, the Apple TV box is in first place with 45%, and in the TV stick segment, the Amazon Fire TV stick is used most with 76%. Among game consoles, the SONY Playstation still leads with 70%.
The start screen of the Smart TV also shows a trend reversal: Until now, the screen mostly started with the TV program. In this year's survey, 55% of users said they started with the device interface.

Very high use of app and VOD function

The use of app or VOD add-on functions rises to 95% in the DACH region this year, eight percentage points more than in 2021. Streaming apps are very popular among all age groups, TV apps especially among older target groups (50- to 69-year-olds at 60%), while music apps are popular among younger people (16- to 29-year-olds at 27%). Streaming apps are used most on Connected TV in all countries of the DACH survey. The variety of content, but also the flexibility in terms of time, are cited as the major advantages of the apps.

Acceptance of advertising on the rise

As in 2021, Connected TV users use an average of 2.3 paid apps and 3.2 free apps. They spend between EUR 10 and EUR 29 per month on these apps. Two-thirds of users of paid apps would accept advertising if the content were free. 43% of users perceive advertising in the Connected TV environment. 52% of 30 to 49 year olds find advertising "perfectly fine", 43% of 30 to 49 year olds find advertising helpful. 

Frank Möbius, Managing Director of Goldbach Germany, on the study: "In the fifth year, it can also be said: Connected TV has become an integral part of home entertainment and is growing dynamically. Users are placing ever greater value on flexible use and the widest possible selection of program content. The task now is to continue to develop common standards for reach measurement and to ensure the openness of the systems in order to guarantee optimal, attractive advertising opportunities."

Mario Neumann, Unit Director Advanced TV at Goldbach Germany, adds, "With the advertising product system in the Connected TV area, it is possible to address a user base that can hardly or no longer be reached via traditional TV. In our view, the future of TV advertising is hybrid, interactive and still full of possibilities. The smart TV user interface has become a first point of contact and a full-fledged technology platform for digital advertising."

Goldbach specializes in technology-driven marketing of moving images. Its offerings range from digital-out-of-home to online video, advanced TV and a versatile linear TV offering.


Goldbach Germany GmbH

Public Relations: schoesslers GmbH

Contact: Jörg Pensberg

[email protected]



About Goldbach Germany GmbH
As a technology-oriented 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.