Result
Television via streaming is becoming increasingly popular - the traditional offerings of private and public broadcasters, on the other hand, are being used less and less. More than one in two Germans now regularly (i.e. at least once a week) watch films or series on Netflix, Amazon Prime, Disney+, Sky or another platform. This means that the proportion of streaming users has more than doubled in just three years. In contrast, fewer Germans are tuning into the programmes of ARD, ZDF, RTL, Sat1 and Co. than before the pandemic. Nevertheless, linear TV consumption is still one of the most common leisure activities of all.
Television viewing habits differ significantly between younger and older people. For example, the younger generation now streams films and series more regularly than tuning into the television programmes of traditional broadcasters. In contrast, 95 per cent of the 55+ generation still watch linear TV regularly - but here too, more than one in four also use at least one streaming platform.
Reasons
With just one click, thousands of films and series are available in a matter of seconds. To access this content, all you need is a paid subscription and an internet connection. Many users particularly appreciate the convenience of being able to consume content at any time and without predetermined viewing times or ad breaks. Younger users in particular also use the option of customising personal preferences with the help of recommendation algorithms and watching programmes in other languages.
On the one hand, the still significantly high use of linear television offerings can be explained by the standardised programme, which is not tailored to the needs and interests of the individual viewer, but appeals to broad sections of the population and offers an attractive pre-selection. On the other hand, many German citizens also enjoy their TV rituals - be it the news in the morning or the Sunday evening thriller.
Forecast
Both formats will continue to exist in the future, as they fulfil different needs.
In addition to their traditional offerings, private and public television broadcasters will also offer even more time-shifted television via their own media libraries.
There is also potential in offerings that provide new opportunities for influence. This interactivity between viewer and plot will not be used by everyone, but thanks to technical possibilities (blue screen, AI, computer-generated imagery, etc.), content can be tailored to the respective needs of individual viewers and set itself apart from traditional offerings.
At the same time, however, being entertained on the sofa without having to think, choose and decide remains one of the most popular leisure activities - regardless of whether other things, such as ironing or eating, are being done at the same time. And instead of paying a subscription price, people will continue to accept ad breaks.
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