德国视频直播软件steamtv用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS

&

BRANDSVideo

live

streaming

services:SteamTV

followers

in

GermanyConsumer

InsightsSeptember

2023Consumer

Insights

Global

surveyIntroductionReportoverviewGlobal

survey

methodology

(1)Design:

OnlineSurvey,

split

questionnaire

designThis

report

offers

the

reader

acomprehensiveoverview

ofSteamTV

followers

in

Germany:

who

theyare;

what

they

like;

what

they

think;

and

how

to

reachthem.

It

provides

insights

ontheir

demographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

of

eachcountry

withAmerican

English

offered

as

an

alternativeAdditionally,

the

report

allows

the

reader

toRegion:

56

countriesbenchmark

SteamTV

followers

in

Germany

(’’brandusers’’)

against

German

video

live

streaming

siteusersin

general

(’’category

users’’),

and

the

overall

Germanonliner,

labelled

as

’’all

respondents’’

in

the

charts.Number

of

respondents:•

12,000+

forcountries

withthe

extended

survey(including

Germany)•

2,000+

for

the

basic

surveyThe

report

is

updated

quarterly

and

isbasedondataSample:

Internet

users,

aged

18

–64,

quotas

set

ongender

and

agefrom

theConsumer

Insights

Global

survey,

aninternational

survey

that

covers

more

than

15,000brands

across

56

countries.Fieldwork:•

Continuous

from

January

to

December•

Countries

that

receivethe

extended

survey

areupdated

fourtimes

ayear2Notes:(1):

See

the

fullmethodology

for

a

detailed

overviewof

the

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsSteamTV

ranks

fourth

among

video

live

streaming

services

in

GermanyManagement

summary:

brand

usageand

competitionTop

10

most

used

video

live

streaming

services

in

GermanyYouTube

LiveTwitch60%36%36%Facebook

LiveSteamTV15%Bigo

Live11%10%10%DailymotionGamesDLiveCaffeine8%8%8%VimeoLivestreamBeyond

LIVE4Notes:"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=1528,video

live

streamingsiteusersConsumer

Insights

Global

as

of

September

2023Sources:SteamTV

followers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumer

lifestyleConsumer

attitudesMarketing

touchpointsSteamTV

has

ahighshareoffollowersthat

are

Millennials

compared

to

thetotal

online

population.Beingsuccessful

is

more

important

toSteamTV

followers

than

to

other

videolive

streaming

siteusers.Itstands

out

that

37%

ofSteamTVfollowers

bought

products

becausecelebrities

or

influencers

advertisedthem.SteamTV

followers

access

the

internetviaastreaming

devicemore

often

thanthe

average

video

live

streaming

siteuser.55%

ofSteamTV

followers

are

male.Familyand

parenting

are

relativelyprevalent

interests

ofSteamTVfollowers.20%

ofSteamTV

followers

are

earlyadopters,

when

it

comesto

innovation.On

social

media,

SteamTV

followersinteract

withcompanies

more

oftenthan

other

video

live

streaming

siteusers.Compared

to

the

average

onliner,SteamTV

followers

are

less

likelyto

haveamedium

household

income.Techor

computers

are

relativelypopular

hobbies

among

SteamTVfollowers.A

relatively

highshareof

SteamTVfollowers

think

that

unemployment

isanissue

that

needs

to

be

addressed.SteamTV

followers

are

more

likelyto

livein

largecities

than

the

average

onliner.SteamTV

followers

remember

seeingads

in

video

games

more

often

thanother

videolive

streaming

siteusers.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Type

ofcommunity•

LGBTQ+SteamTV

has

a

high

share

of

followers

that

are

Millennials

compared

to

the

totalonline

populationDemographic

profile:

generationsAge

of

consumers

in

GermanyBrand

users27%43%24%6%7%Category

usersAll

respondents24%42%27%18%34%34%14%Generation

ZMillennialsGeneration

XBabyBoomers7Notes:’’How

old

are

you?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=225,SteamTV

followers,n=1528,video

livestreamingsite

users,n=35994,allrespondentsSources:Consumer

Insights

Global

as

of

September

202355%

of

SteamTV

followers

are

maleDemographic

profile:

genderGender

of

consumers

in

GermanyBrand

users55%56%45%44%Category

usersAll

respondents50%50%MaleFemale8Notes:’’What

is

your

gender?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;

Base:

n=225,SteamTV

followers,n=1528,video

live

streamingsiteusers,n=35994,allrespondentsConsumer

Insights

Global

as

of

September

2023Sources:38%

of

SteamTV

followers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

education

in

Germany31%25%23%23%22%21%20%20%19%18%16%16%13%12%11%3%2%

2%1%

1%

1%Noformaleducation

/primary

schoolLower

secondary

Upper

secondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAll

respondents9Notes:’’What

is

the

highest

levelof

education

you

have

completed?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=225,SteamTV

followers,n=1528,video

live

streamingsite

users,n=35994,allrespondentsConsumer

Insights

Global

as

of

September

2023Sources:Compared

to

the

average

onliner,

SteamTV

followers

are

less

likely

to

have

amedium

household

incomeDemographic

profile:

incomeShare

of

consumers

in

Germanyin

the

high,

middle,

and

low

thirds

of

monthly

household

gross

incomeBrand

users40%26%34%33%33%Category

usersAll

respondents37%30%33%33%HighMiddleLow10

Notes:Sources:Recalculated

to

only

include

respondentsthat

provide

incomeinformation,recode

based

on

’’Monthly/annualhousehold

income

(local

currency)’’;

Single

Pick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

towatch

video

livestreams?";

Multi

Pick;Base:

n=225,SteamTV

followers,n=1528,video

live

streamingsite

users,n=35994,all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

site

users,

SteamTV

followers

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

householdclassificationType

of

households

in

which

consumers

in

Germany

live36%30%29%26%24%24%

23%22%16%10%

10%9%8%7%

7%4%3%3%

3%Multi-3%2%Single

householdCouplehouseholdSingle

parenthouseholdPartnersand

childrenTwo

or

moreOthergenerationalfamilyrelated

adults

householdtypesBrand

usersCategory

usersAll

respondents11

Notes:Sources:Typology

based

on

’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of

14

in

household’’;

Single

Pick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=225,SteamTV

followers,n=1528,video

live

streamingsiteusers,n=35994,all

respondentsConsumer

Insights

Global

as

ofSeptember

2023SteamTV

followers

are

more

likely

to

live

in

large

cities

than

the

average

onlinerDemographic

profile:

type

ofcommunityCommunities

where

consumers

live

in

Germany33%29%26%26%24%22%21%20%17%16%16%14%12%12%10%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCity

withover

1millioninhabitantsBrand

usersAll

respondents12

Notes:Sources:’’In

what

type

of

community

do

you

live?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=225,SteamTV

followers,n=1528,video

live

streamingsiteusers,n=35994,all

respondentsConsumer

Insights

Global

as

of

September

202312%

of

SteamTV

followers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

status

of

consumers

in

GermanyBrand

users12%80%83%8%8%9%Category

usersAll

respondents10%7%84%YesNoWouldrather

notsay13

Notes:Sources:’’Do

you

consider

yourself

part

of

the

LGBTQ+

community?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=225,SteamTV

followers,n=1528,videolive

streamingsite

users,n=35994,allrespondentsConsumer

Insights

Global

as

ofSeptember

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Maininterests•

Hobbies

&

leisure

activities•

Sports

activities•

Sports

followedBeing

successful

is

more

important

to

SteamTV

followers

than

to

other

video

livestreaming

site

usersConsumer

lifestyle:

life

valuesMost

important

aspects

of

life

forconsumers

in

Germany53%48%46%39%42%42%38%39%36%36%36%36%34%32%30%32%29%30%28%20%27%22%24%20%16%

12%11%16%15%10%A

happyrelationshipSafety

andsecurityHaving

agoodtimeAn

honestand

To

besuccessfulrespectable

lifeMaking

myowndecisionsSocial

justiceLearningnew

thingsTraditionsAdvancingmycareerBrand

usersCategory

usersAll

respondents15

Notes:Sources:’’Out

of

the

followinglist,which

are

the

3

mostimportant

aspects

to

you

in

life?

Please

choose

exactly

3.’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;Base:

n=225,SteamTV

followers,n=1528,video

livestreamingsite

users,n=35994,all

respondentsConsumer

Insights

Global

as

ofSeptember

2023Family

and

parenting

are

relatively

prevalent

interests

of

SteamTV

followersConsumer

lifestyle:

maininterestsTop

10

interests

of

SteamTV

followers

in

Germany50%49%43%45%45%

43%40%44%42%42%

42%38%42%32%36%

36%39%32%39%39%36%36%35%30%30%30%27%27%26%25%Food

&diningHealth

&fitnessMovies,TV

shows&musicSportsFashion&beautyScience&technologyTravelCareer

&educationFamily&parentingHome

&gardenBrand

usersCategory

usersAll

respondents16

Notes:Sources:’’What

topics

are

you

personally

interested

in?’’;

MultiPick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=225,SteamTV

followers,n=1528,video

live

streamingsite

users,n=35994,all

respondentsConsumer

Insights

Global

as

of

September

2023Tech

or

computers

are

relatively

popular

hobbies

among

SteamTV

followersConsumer

lifestyle:

hobbies

&leisureactivitiesTop

10

hobbies

and

leisure

activities

of

SteamTV

followers

in

Germany48%46%47%47%42%45%44%40%44%43%39%38%42%38%40%38%38%36%36%36%32%35%34%26%34%34%32%30%28%28%Tech/computersSocializingOutdooractivitiesDoing

sportsand

fitnessCooking/

bakingReadingTravelingVideogamingPetsGardeningand

plantsBrand

usersCategory

usersAll

respondents17

Notes:Sources:’’What

are

your

personal

hobbies

and

activities?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=225,SteamTV

followers,n=1528,video

livestreamingsite

users,n=35994,allrespondentsConsumer

Insights

Global

as

of

September

2023SteamTV

followers

are

more

likely

to

play

basketball

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

activitiesTop

10

sports

activities

of

SteamTV

followers

in

Germany27%24%22%22%20%20%20%20%20%19%18%18%18%14%18%17%16%15%15%14%14%13%10%9%9%9%9%8%6%5%Running/

JoggingHikingSwimming/

DivingCyclingFitness,aerobics,cardioSoccerDancingBasketballYoga/PilatesBadmintonBrand

usersCategory

usersAll

respondents18

Notes:Sources:’’Which

of

these

sports

or

activitiesdo

you

do

at

least

occasionally?’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=129,SteamTV

followers,n=839,video

live

streamingsite

users,n=17984,allrespondentsConsumer

Insights

Global

as

of

September

202328%

of

SteamTV

followers

follow

soccerConsumer

lifestyle:

sports

followedTop

10

sports

followed

by

SteamTV

followers

in

Germany28%26%24%16%15%15%14%13%12%12%12%11%11%10%9%9%8%8%8%8%7%7%7%6%6%6%6%6%5%4%SoccerBoxingBasketballTennisSwimming/

divingHandballAmericanfootballAthletics(track

&field)MotorsportsCyclingBrand

usersCategory

usersAll

respondents19

Notes:Sources:’’In

which

of

these

sports

do

you

follow

competitions,leagues

or

teams?’’;

MultiPick;

"Which

websites

or

apps

have

you

usedin

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=95,SteamTV

followers,n=590,video

live

streamingsiteusers,n=11368,all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudes

towards

online

advertising•

Innovation

adoption•

Challenges

facing

the

country•

Politics20It

stands

out

that

37%

of

SteamTV

followers

bought

products

becausecelebrities

or

influencers

advertised

themConsumer

attitudes:

marketing

&

social

mediaAgreement

with

statements

towards

marketing

&

social

media

in

Germany45%

45%40%37%31%29%28%25%23%

23%20%19%19%12%8%Idon’t

mindadvertising

if

Igetfree

content

in

returnIhave

bought

productsbecausecelebrities

orinfluencers

advertisedthemIdon’t

mindwhencompanies

usemypersonal

datafor

advertisingIusead

blockers

whenbrowsing

the

internetIoften

have

difficultydistinguishingadvertising

from

contentBrand

usersCategory

usersAll

respondents21

Notes:Sources:’’Which

of

these

statements

apply

to

you?’’;

MultiPick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watchvideo

livestreams?";

MultiPick;

Base:

n=225,SteamTV

followers,n=1528,video

live

streamingsiteusers,n=5994,all

respondentsConsumer

Insights

Global

as

of

September

202320%

of

SteamTV

followers

are

early

adopters,

when

it

comes

to

innovationConsumer

attitudes:

innovationadoptionInnovation

adopter

types

based

on

statementstowards

innovation

by

consumers

in

Germany48%47%37%37%25%20%16%16%14%13%12%9%3%2%1%InnovatorsEarlyadoptersBrand

usersEarlymajorityCategory

usersLate

majorityAll

respondentsLaggards22

Notes:Sources:Recode

based

on

’’Which

of

these

statements

regardingtechnology

apply

to

you?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=225,SteamTVfollowers,n=1528,video

live

streamingsite

users,n=35994,all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

SteamTV

followers

think

that

unemployment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:

challenges

facingthe

countryThe

10

most

important

issues

facing

Germany

according

toSteamTV

followers56%48%41%33%36%39%39%32%33%36%33%36%32%35%

37%32%34%

37%31%37%34%33%31%34%35%33%32%31%25%

26%Rising

prices/

inflation/PovertyEducationHousingUnemploymentHealth

andsocial

securityEconomicsituationClimate

change

EnvironmentImmigrationcost

oflivingBrand

usersCategory

usersAll

respondents23

Notes:Sources:’’What

do

you

personally

think

are

the

mostimportant

issues

in

your

country

of

residence

that

need

to

beaddressed?’’;Multi

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=225,SteamTV

followers,n=1528,video

live

streamingsite

users,n=35994,all

respondentsConsumer

Insights

Global

as

of

September

202343%

of

SteamTV

followers

have

centrist

political

viewsConsumer

attitudes:

politicsPolitical

attitudes

of

consumers

in

GermanyBrand

users18%43%24%15%13%Category

usersAll

respondents22%44%21%22%43%17%18%LeftCenterRightPrefer

not

to

answer24

Notes:Sources:Recode

based

on

’’Many

people

use

the

terms

’left’

and

’right’

when

they

want

to

describe

politicalviews.

Where

would

you

place

yourself

on

a

scale

from

left

to

right?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

inthe

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=225,SteamTV

followers,n=1528,video

livestreamingsite

users,n=35994,allrespondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usage

by

device•

Social

mediausage•

Media

usage

by

channel•

Digital

advertising

touchpoints•

Non-digital

advertising

touchpointsSteamTV

followers

access

the

internet

via

a

streaming

device

more

often

thanthe

average

video

live

streaming

site

userMarketing

touchpoints:

internet

usage

by

deviceDevices

consumers

in

Germany

use

regularly

toaccess

the

internet92%92%91%72%71%65%

65%62%61%59%57%56%55%52%51%51%50%44%43%38%35%33%33%33%27%26%24%SmartphoneLaptopSmart

TVTabletDesktop

PCGaming

console

Streaming

deviceAll

respondentsSmartwatchSmart

speakersBrand

usersCategory

users26

Notes:Sources:’’Which

of

these

devices

do

you

regularly

use

with

an

internetconnection?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=225,SteamTV

followers,n=1528,video

live

streamingsite

users,n=35994,allrespondentsConsumer

Insights

Global

as

ofSeptember

2023On

social

media,

SteamTV

followers

interact

with

companies

more

often

thanother

video

live

streaming

site

usersMarketing

touchpoints:

social

media

usageSocial

media

activities

in

Germany

by

type54%52%54%53%53%49%48%40%48%

48%43%47%39%43%36%39%37%32%34%27%35%30%

30%29%19%29%22%16%18%11%12%7%8%4%2%0%CommentedonpostsPostedpictures/

videosSent

privatemessagesFollowedpeopleLiked

postsby

otherusersSharedposts

byother

usersLikedcompanypostsPosted

texts/

statusFollowedcompaniesSharedcompanypostsIhave

only

Ihaven’t

usedusedsocial

social

mediamediaupdatespassivelyBrand

usersCategory

usersAll

respondents27

Notes:Sources:’’Which

of

these

things

have

you

doneon

social

media

in

the

past

4

weeks?’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=225,SteamTV

followers,n=1528,video

live

streamingsite

users,n=35994,allrespondentsConsumer

Insights

Global

as

of

September

2023SteamTV

followers

tend

to

go

to

the

movies

more

often

than

video

livestreaming

site

users

in

generalMarketing

touchpoints:

mediausageby

channelType

of

media

consumers

in

Germany

have

been

using

in

the

past

4

weeks80%

74%79%

78%76%67%72%

64%67%59%55%47%52%50%47%38%46%

46%

46%44%36%

36%44%40%28%40%30%37%36%29%23%

18%18%TVDigital

videocontentRadioDigital

musiccontentMovies

/cinemaPodcastsMagazinesOnlinenewswebsitesDailynewspapersOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAll

respondents28

Notes:Sources:’’What

kind

of

media

have

you

used

in

the

past

4

weeks?’’;

Multi

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=225,SteamTV

followers,n=1528,video

livestreamingsite

users,n=17900,allrespondentsConsumer

Insights

Global

as

of

September

2023SteamTV

followers

remember

seeing

ads

in

video

games

more

often

than

othervideo

live

streaming

site

usersMarketing

touchpoints:

digital

advertising

touchpointsTop

10

places

where

SteamTV

followers

in

Germany

have

come

across

digital

advertising

in

the

past

4

weeks51%51%48%41%48%48%48%43%38%42%42%40%40%36%33%26%30%29%

28%24%28%28%27%26%26%23%19%22%21%16%Search

engines

OnlinestoresSocial

mediaVideoportals

Videostreaming

VideogamesservicesNewslettersWebsitesand

appsofbrandsMusic

portalsEditorialwebsitesand

appsBrand

usersCategory

usersAll

respondents29

Notes:Sources:’’Where

have

you

come

across

digital

advertisements

in

the

past4

weeks?’’;

MultiPick;

"Which

websites

or

apps

have

you

usedin

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=225,SteamTV

followers,n=1528,video

live

streamingsite

users,n=35994,allrespondentsConsumer

Insights

Global

as

of

September

202351%

of

SteamTV

followers

remember

ads

they

saw

on

TVMarketing

touchpoints:

non-digital

advertising

touchpointsPlaces

where

consumers

in

Germany

have

come

across

non-digital

advertising

in

the

past

4

weeks51%46%42%42%40%40%39%39%38%38%38%36%36%36%34%33%32%31%27%26%26%26%22%14%On

TVOn

theradioBymailshot

/advertisingmailDirectlyinthe

storeOn

advertisingspacesInprintedmagazinesand

journalsAt

the

movies/cinemaIn

printeddailynewspapersonthe

goBrand

usersCategory

usersAll

respondents30

Notes:Sources:’’Where

have

you

come

across

non-digital

advertisements

in

the

past4

weeks?’’;MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;

Base:

n=225,SteamTVfollowers,n=1528,video

live

streamingsite

users,n=35994,all

respondentsConsumer

Insights

Global

as

of

September

2023CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGain

a

better

understandin