Media consumption data 2021: TV & video.

MEDIA REPUBLIK > BIG PICTURE > MEDIA ACTIVITY GUIDE 2021: TV & video

More video watch time, more non linear TV, but also first signs of saturation of paid VOD and free video online. Check out the survey data from the annual Media Activity Guide by SevenOneMedia, published in Nov 2021.

VIDEO WATCH

284

MINUTES A DAY
TV WATCH TIME

217

MINUTES A DAY
NETFLIX WATCH

46

MINUTES A DAY

Germans spend nearly 5 hours a day watching moving images.

The Germans spend an average of 284 minutes a day watching moving images – they watch nearly 5 hours of films, series, tutorials or other video content. And, with 217 minutes, linear television viewing continues to dominate video usage.

Watching online videos is continuing to gain importance. Free online videos are watched 33 minutes a day. That is more than twice as much as five years ago (14 minutes). Pay-VOD currently accounts for 31 minutes. The usage time for online videos is one hour. The group of 14- to 29-year-olds shifted more decisively from linear to non-linear video usage.

Source: MEDIA ACTIVITY GUIDE 2021. Download PNG

The world of SVOD.

Paid video consumption has rapidly risen since Netflix launched in the German market in 2014. More than half of 14- to 69-year-olds reported viewing paid video content at least occasionally. The reach is 12 per cent broader year-over-year.

At the same time, saturation in the use of Pay-VoD is beginning to emerge among the youngster. Amongst the 30- to 49-year olds, there is still room for growth.

media activity report 2021 avg. daily usage time of pay vod rolling figures in minutes
Basis: 14–69 years, n=40,648 | Source: ViewTime Report 2021, forsa

Source: MEDIA ACTIVITY GUIDE 2021

Netflix in Germany: dominant but under pressure.

Netflix is dominant in the German SVoD market, but it is coming under mounting pressure. Streaming competitors such as Amazon Prime Video and Disney+ grew their customer base over the last year.

The average daily usage time of Netflix stayed at around 20 minutes for the last twelve months, even as the overall duration of SVoD viewing continues to rise.

The below-average trend for Netflix means that market shares are declining: while Netflix accounted for 77% of PayVoD usage only a year ago, it currently represents 65% of the total SVOD market.

Market shares of Pay-VoD platforms | Figures in percentage of daily usage time

schermata 2021 12 15 alle 22.12.56
Basis: 14–69 years, n=40,648 / n=6,143Source: ViewTime Report 2021, forsa

Source: MEDIA ACTIVITY GUIDE 2021

Less binge watching in Germany of 2021.

The dynamic growth of Netflix in recent years was driven mainly by its popularity amongst the under-30s. The coronavirus crisis accelerated the hype around streaming: the usage of Netflix among the young core target group rose again significantly at the beginning of the pandemic and culminated a year ago in a daily viewing time of 49 minutes. This growth has now begun to stall.

Basis: 14–29 years, n=10,138 Source: ViewTime Report 2021, forsa/GfK SVoD Title Tracker, Q2/21

Source: MEDIA ACTIVITY GUIDE 2021

Download PNG | CSV

Free video online: everybody watch.

Reach of online videos saturated at a high level of 80%. Particularly amongst the young target groups, with a broad user base of 97%, nearly complete coverage has already been achieved.

Meanwhile, the viewing time has stabilized at around one hour among the young target group, whereas the overall 14- to 69-year-olds watch free online video services for just half an hour a day.

Source: MEDIA ACTIVITY GUIDE 2021. Download PNG

Not only youtube: the power of ZDF and ARD libraries.

YouTube and the public/commercial broadcasters’ media libraries account for a large portion of free video usage. With a reach of 81% (including audio), YouTube is the most relevant channel.

Broadcasters’ media libraries reach around 59% of total viewers. These include the media libraries of public broadcasters, Joyn and TVNOW, the streaming platforms of the large private broadcasting groups.


The Media Activity Guide 2021.

The MEDIA ACTIVITY GUIDE comprehensively documents the use of media content across all available platforms, access channels and end devices. The survey, commissioned by SevenOne Media together with Discovery Communications, covers four weeks and is issued every year. For this MEDIA ACTIVITY GUIDE 2021, a total of 3,021 people aged 14 and over were interviewed by telephone (CATI / dual frame share 30 percent) by FORSA on all weekdays in March 2021. The study also includes current surveys from the media usage study VIEW TIME REPORT. The VIEW TIME REPORT examines the development of moving image use in Germany on a quarterly basis and forms the average of the previous four quarters for the rolling wave view.

All the takeaways from the Guide published on Media Republik:

  1. Media consumption guide 2021: time spent and devices.
  2. Media consumption guide 2021: TV and video.
  3. Media consumption guide 2021: audio content.
  4. Media consumption guide 2021: online.

Here the full report to download from SevenOneMedia, in German and English:

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