Smart TV has become an integral part of living rooms with app-based viewing dominating the TV experience. New streaming providers and changes in monetisation models are contributing to further fragmentation of media usage.
It is becoming increasingly complicated for advertisers to achieve high net reach while avoiding wastage. It is therefore more important than ever to have a detailed understanding of media usage and advertising perception among various target audiences in order to make the most of the advertising opportunities that CTV offers.
Our latest study, delivered in collaboration with WPP Media, delves deeper into current TV usage trends in Germany and key influences driving media consumption, whilst also examining advertising perception on Smart TVs.
The survey included 3,003 smart TV users between the ages of 18 and 69 in Germany who use streaming services. The trends presented in this study are therefore representative of this audience.
