In January 2024, the advertising marketer Goldbach conducted the DACH-wide study on Advanced TV for the seventh time. In addition to the consistently high awareness and use of Connected TV (CTV), the increasing advertising perception and acceptance stood out, which makes the medium particularly attractive for advertisers.

For the seventh time, the advertising marketer Goldbach Group AG conducted its DACH study on the use and distribution of Advanced TV – the internet-based delivery of TV content – in January 2024. In addition to the consistently high awareness and use of Connected TV (CTV), i.e. TV devices that are connected to the Internet either by themselves or through an additional device, an increase in advertising perception and acceptance was noted. Advertising perception has increased to 51%, which corresponds to an increase of 10% compared to the previous year. Among the young target group of 16-29 year olds, perception is even higher at 53% (an increase of 16%).

The acceptance of advertising in CTV has also increased. 52% of CTV users* (respondents who use the additional functions on a CTV) stated that they find advertising on the additional functions of CTV, such as apps or video-on-demand offers, completely acceptable. This corresponds to an increase of 4% compared to 2023. The highest values were recorded among 16-29 year olds (54%) and households with more than three people and households with children (56% each). Around two-thirds of the study participants who use at least one paid app also stated that they would accept advertising on currently paid apps if they could consume the content free of charge in return.

Also of interest to advertising clients: Almost half of CTV users* (49%) said they found advertising in CTV useful, and a still significant 41% said advertising on this medium was helpful.

Smart TV remains a popular access method

Smart TV is the most popular connection type among CTV users, at 75%. Streaming boxes and game consoles follow with 32% each. Samsung remains the most frequently used brand among Smart TV users*, followed by LG and Sony. Among the streaming boxes, the Apple TV Box is slightly more popular than Magenta TV and the Amazon Fire TV Cube, while among the game consoles, the Sony Playstation is ahead of the Nintendo Switch and the Xbox.

Significant use and awareness among households with children

The study shows the high results among the young target group of 16-29 year olds and households with more than three people or with children. This is no different when it comes to the awareness and use of CTV. With a general awareness of 72% and use of 56%, the values remain consistently high. Among households with more than three people, they are slightly higher at 76% (awareness) and 63% (use). The same applies to households with children (77% and 66% respectively) and the 16-29 year old viewers* (73% and 61% respectively). Together with the 2.2 people who, according to the study, sit in front of the CTV together on average, these results clearly show that CTV is a classic one-to-many medium.

The viewing time is just as constant. While respondents indicated that they spent 2:21 hours a day in front of the CTV last year, this year it was 2:23 hours. CTV is used the longest by 16-29 year olds (2:54 hours) and women (2:35 hours). Second-screen use was also surveyed for the first time this year.

The results and the detailed results of the entire DACH study can be ordered on the Goldbach website www.goldbach.com.

About the Study

Goldbach has been conducting the Advanced TV study since 2017. This year, 3,500 people (1,500 from Germany, 1,000 each from Austria and Switzerland) aged 16-69 throughout the DACH region took part in the study. Online, they were asked about “awareness, type and use of Connected TV”, “ownership of Internet-enabled TV sets”, “app use on Internet-enabled TV sets” and “perception and assessment of advertising in the area of additional functions on Connected TV”. The survey took place in January 2024.