Internet-TV Usage on the Rise in Germany

MUNICH/BERLIN: There are currently 1,424 online TV services in Germany, according to a report from Goldmedia, and the number of people accessing videos through this method of viewing has increased by around 17 percent year-on-year.

The online TV market in Germany is consolidating and "gains continuing professionalism," states the report, Web TV Monitor 2012, commissioned from Goldmedia by the Bavarian Regulatory Authority for Commercial Broadcasting (BLM).

The share of online TV providers is relatively the same as in 2011. The traditional media’s video and online portals still offer the highest number of services, with a 46-percent market share. Around one-third, or 31 percent, are online TV channels that are produced specifically for the Internet. Other services include corporate TV and video-shopping sites (11 percent), non-commercial online TV channels (5 percent), media stores and video centers (4 percent) and video-sharing platforms (2 percent).

The number of video hits for these services is at about 194 million per day, which is around 6 billion per month. Live sporting events have been main drivers of this. According to estimates, 451 million daily hits are expected in 2016. Average viewing duration has also increased: for VOD it’s up from 9 minutes (2011) to 11 minutes, and for live streaming from 25 minutes to 28 minutes. 

Currently, 95 percent of all recorded online services are available for free. Only 61 percent of the services are financed by advertising, leaving 34 percent to seek financing by alternative sources, including marketing budgets. On average, video ads contribute 37 percent to the total ad sales. Marketing opportunities continue to grow though, due to the professionalization of its content.