Convergence Monitor 2021: insights into the German video consumption.

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The CONVERGENCE MONITOR 2021, which the market research institute Kantar surveys on behalf of AGF Videoforschung every year, confirms how the Internet consumption in Germany is heavy on videos: Germans consume video content a third of the time.

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Basis: German-speaking persons 14-69 years, 58.297 million, n=1,569; data in percent
Source: AGF Videoforschung in cooperation with Kantar: “Convergence Monitor 2021”.

Internet means video?

The 14- to 29-year-olds consume over 40 per cent of their time watching video. Among 30- to 49-year-olds it is a 35 per cent. In older target groups (50+), video consumption has declined slightly again after a strong Corona effect last year – but overall, online moving image use has stabilised.

What type of video, and where?

Video clips (53%, used at least once a month) continue to be very popular, followed by videos via social networks (45%). Among users who watch video clips/videos free of charge via social networks at least once a month, YouTube is by far the number one platform – however, at 85%, the network has fallen well below the 90% mark (2020: 91%).

Tik Tok and Twitch compete with the bigger players.
schermata 2021 12 12 alle 16.18.38
Basis: users at least 1x per month, n = 964

Youtoube needs to confront with new competitors: TikTok came in at number 5 in the first-time survey with 16 per cent, while Twitch is reported at 5 per cent. Videos via WhatsApp are stable at 69 per cent, Facebook at 55 per cent (up 2 percentage points).

The Convergence Monitor report 2021 for download.

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