November 7, 2016

Germany

General Information (Last Updated end 2024, source Dataxis)

Market in Volume 

• Population: 83.3 mln
• Number of TV households: 42.1 mln
• TV sets installed base: 70.8 mln
• Smart TV installed base: 40.1 mln
• Smart TV installed base: 95% of HH
• Addressable households on HbbTV devices: 25.4 mln
• Addressable households on HbbTV devices: 60% of HH

Market in Value – Total TV revenues (FTA + Pay TV)

• Total TV network revenues: 11,886.3 in mln EUR

Market Structure – Top Broadcasters by Market Share (% of total TV network revenue)

• ZDF: 19.1%
• ProSieben Germany: 13.1%
• RTL Germany: 12,4%
• ARD: 11.7%
• Other broadcasters: 43.6%

Addressable TV Market Status (source Dataxis, April 2023)

• The Addressable TV Initiative (ATVI) was founded by German media companies RTL Deutschland and Seven.One Entertainment Group on August 2022; ATVI wants to achieve full technical interoperability of the HbbTV-TA and ADB2 specifications in smart TVs and set-top boxes across Europe. The initiative is open to all interested broadcasters, platform operators and hardware manufacturers, stressed Andre Prahl (RTL), co-managing director of the new venture, at the HbbTV Symposium and Awards 2022. Details on German Addressable TV market down here below.
• Germany is the second biggest addressable advertising market in Europe. Local advocates have been pushing for addressable advertising campaigns to be rolled out on HbbTV standards very early on. The two main commercial broadcasters’ ad sales houses, SevenOne Media and RTL Ad Alliance, have launched commercial offers with addressable capabilities on this technology as early as 2016. By now, more than half of the country’s TV households are equipped with connected HbbTV devices that can be addressed based on advertisers’ audience target needs. With the progressive deployment of TV sets equipped with the latest HbbTV standards, addressable campaigns are slowly moving from legacy L-shaped banners to seamless dynamic ad insertion (DAI) in the linear content stream, providing publishers with the opportunity to sell premium video ad inventories in an addressable ecosystem on the big screen (source: Dataxis, “Addressable TV in Europe: where do we stand one decade after AdSmart?”, April 2023).

Addressable TV – Active Solutions (end 2024, source Dataxis)

Top Broadcasters – References