德国智能电视行业市场前景及投资研究报告-培训课件外文版2024.4天顺风能

DIGITAL

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TRENDSSmartTVsinGermanyCHAPTER

01SalesanddistributionfiguresRevenuefromTVsetsalestoprivateconsumersinGermanyfrom2005to2022(inbillioneuros)RevenuefromTVsetsalesinGermany2005-202276.256.015.985.965432105.74.74.734.564.514.244.24.074.024.013.913.713.543.3720052006200720082009201020112012*20132014201520162017201820192020202120223Description:In2022,arevenueofroughly3.37billioneuroswasgeneratedfromTVsetsalestoprivateconsumersinGermany.Thiswasthelowestfiguresince2005.SalesofTVsetspeakedin2006at6.25billioneuros.

ReadmoreNote(s):Germany;2005to2022;privatedemandSource(s):BVT;GfK;gfuRevenueofTVsetsalestoprivateconsumersinGermanyfrom2005to2023,bytypeofdevice(inmillioneuros)RevenueofTVsetsalesinGermany2005-2023,bydevicetypeCRTTV*LCDTVPlasmaTVOther**7,0006,0005,0004,0003,0002,0001,00002005

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20234Description:In2023,revenuesfromLCDTVsalesinGermanyamountedtoroughlythreebillioneuros.Thiswasaslightdecreasefromtheyearbefore,butfigureshaveremainedfairlystableoverthelasttenyears.

ReadmoreNote(s):Germany;2005to2023;privatedemandSource(s):GfK;gfuShareofinternet-enabledtelevisionsets(smartTVs)intotalTVsalesinGermanyfrom2010to2023ShareofsmartTVsintotalTVsalesinGermany2010-2023120%100%80%96%94%89%83%77%70%65%61%57%56%60%40%20%0%47%23%5%201020112012201320142015201620172018201920202021Q120235Description:TheshareofhouseholdswithasmartTVinGermanyhasseenrapidgrowthoverthepast13years.In2010,onlyfivepercentofhouseholdshadasmartTV,whilstby2023,thisfigurewas96percent.TheriseinpopularityofstreamingserviceshascontributedtopeoplewantingasmartTVintheirhomes.ReadmoreNote(s):Germany;2010toQ12023Source(s):DeutscheTV-Plattform;GfK;ZVEISalesvolumeofsmartTVsetsinGermanyfrom2011to2021(inmillions)SalesvolumeofsmartTVsetsinGermany2011-20217654321020112012201320142015201620172019202020216Description:ThisgraphillustratesdataonthesmartTVsetsalesvolumeinGermanyfrom2011to2021.In2021,roughly5.5millionconnectedTVsetsweresold,adecreasecomparedtothepreviousyearatapproximately6.6millionsetssold.

ReadmoreNote(s):Germany;2011to2021Source(s):GfKTVownershipbybrandinGermanyasofDecember2023TVownershipbybrandinGermany2023Shareofrespondents0%5%10%15%20%25%30%35%SamsungLG34%16%PhilipsPanasonicSony9%8%7%GrundigHisenseTelefunkenToshibaCHiQ4%3%3%2%1%1%1%1%JVCMedionOk.7Description:WeaskedGermanconsumersabout"TVownershipbybrand"andfoundthat"Samsung"takesthetopspot,while"Xiaomi/Mi"isattheotherendoftheranking.ReadmoreNote(s):Germany;JanuarytoDecember2023;5202respondents;18-64years;respondentswhohaveaTVintheirhousehold(Housing&householdequipment,Internet&devices)Source(s):ConsumerInsightsCHAPTER

02HouseholdsHowmanysmartTVsdoyouhaveinyourhouse?NumberofsmartTVsinGermanhouseholdsin2023OnesmartTVdevice44.8%TwoormoresmartTVdevices60%50%40%30%20%10%0%50%46.4%45.4%45%42.5%22%19.8%18.7%15.4%11.5%9.1%2018201920202021202220239Description:In2023,around50percentofhouseholdsinGermanyhadasmartTV.22percenthadtwoormore.ThetrendssuggestthathouseholdsareincreasingthenumberofsmartTVstheyhave.

ReadmoreNote(s):Germany;2018to2023;PrivatehouseholdswithTVreceptionSource(s):diemedienanstalten;KantarShareofTVhouseholdswithanTVsetconnectedtotheinternet(smartTV)inGermanyfrom2013to2023ShareofTVhouseholdswithasmartTVinGermany202370%60%50%40%59%54.9%51.2%44.7%39.3%31.9%30%22%17.6%201620%10%0%11.8%20159.5%20145.8%20132017*20182019202020212022202310Description:In2023,almost60percentofTVhouseholdsinGermanyhadaTVwithinternetaccess,alsoknownasasmartTV.Thiswasthehighestsharesincethetimelinebegan,showingthattheriseofstreamingmeansthatitisimportantformoreandmorepeopletohaveaTVwithaccesstotheinternet.ReadmoreNote(s):Germany;2013to2023;PrivatehouseholdswithTVreceptionSource(s):diemedienanstalten;KantarNumberofhouseholdswithaTVsetconnectedtotheinternet(smartTV)inGermanyfrom2013to2023(inmillions)NumberofhouseholdswithasmartTVinGermany2023252022.921.2719.8417.2415.121512.35108.416.694.6503.672.22013201420152016201720182019202020212022202311Description:In2023,almost23millionhouseholdsinGermanyhadaTVwithinternetaccess,alsoknownasasmartTV.Thiswasanincreasecomparedtothepreviousyearandthehighestsharesincethetimelinebegan.

ReadmoreNote(s):Germany;2013to2023;PrivatehouseholdswithTVreceptionSource(s):diemedienanstalten;KantarNumberofTVhouseholdsthathavethefollowingTV/videodevicesconnectedtotheinternetinGermanyin2022(nmillions)NumberofTVhouseholdswiththefollowingconnecteddevicesinGermanyin20223025.682521.27201510.579.031055.361.740SmartTVdeviceGamingconsoleBlu-rayplayerInternetconnectione.g.,set-topboxStreamingbox/stick(total)ConnectedTVs(total)12Description:In2022,therewerearound21.27millionTVhouseholdsinGermanywiththesmartTV.Almost5.4millionhouseholdsownedsometypeofgamingconsole.ReadmoreNote(s):Germany;2022;6,387privatehouseholdswithTVreceptionSource(s):diemedienanstalten;KantarShareofTVhouseholdswithaninternetenabledTVdeviceinGermanyfrom2013to2023ShareofTVhouseholdswithaninternetenabledTVdeviceinGermany2013-2023InternetaccessviaasmartTVInternetaccessonlyviaaperipheraldevice*Internetaccessonlyviaacomputer,laptop,tablet,orsmartphone**80%70%60%50%40%30%20%10%0%3%3.5%2.2%12%3.7%11.4%13.2%3.8%12%13.6%4.3%14.8%10%13.2%17.7%9.8%59%17.1%54.9%202251.2%202117%44.7%202039.3%201916.2%31.9%20187.2%5.5%4.5%22%17.6%201611.8%9.5%5.8%2013201420152017202313Description:Since2013,theshareofhouseholdsinGermanywithasmartTVhasincreasedsteadily.Asof2023,around59percentofhouseholdshadasmartTV.Just15percentonlyhadaccesstotheinternetontheirTVviaanadditionaldevice,ortheirsmartphone,laptop,computer,ortablet.ReadmoreNote(s):Germany;2013to2023;PrivatehouseholdswithTVreception;*Internetaccessthroughset-topbox,streamingbox,streamingstick,gamingconsolewithinternetaccess,Blu-rayplayerbutnotthroughasmartTV.

**TVisconnectedto[...]

ReadmoreSource(s):diemedienanstalten;KantarWhichofthefollowingdeviceshaveyoupurchasedinthelast12months?PurchasingofconsumerelectronicsinGermany2022Shareofrespondents0%5%10%15%20%25%30%35%32.9%40%45%SmartphonesPC/laptop/tablet24.3%TV/smartTV15.1%13.2%Smartwatch(e.g.AppleWatch)Voiceassistant(e.g.AmazonEcho/Alexa)Wifi/internetradio(stationaryorportable)Sportsequipment(e.g.crosstrainer)Stationary/portablegamingconsoleNoneoftheabove10%9%7.4%6.6%38.2%14Description:In2022,almost33percentofpeopleinGermanyhadboughtasmartphoneinthelast12months.Around24percentofpeoplepurchasedaPC,laptop,ortablet.

ReadmoreNote(s):Germany;August23toOctober17,2022;14yearsandolderSource(s):VuMACHAPTER

03ConsumerbehaviorMostuseddevicesfordigitalvideocontentinGermanyin2023MostuseddevicesfordigitalvideocontentinGermanyin2023Shareofrespondents0%10%20%30%40%50%60%70%SmartphoneSmartTV61%60%Laptop45%Tablet36%Desktop-PC30%Streamingdevice(e.g.AppleTV)Gamingconsole(e.g.PS4,Xbox)Don'tknow22%17%1%16Description:In2023,around61percentofpeopleinGermanysaidthattheywatchvideocontentusingtheirsmartphone.60percentusedasmartTVtoaccessdigitalcontent.ReadmoreNote(s):Germany;October2022toSeptember2023;5,245respondents;18-64years;RespondentswhowatchvideocontentSource(s):ConsumerMarketInsightsShareofdailyusagetimeofpayVoDoffersinGermanyinQ42022*,bydeviceDailyusagetimeofpayVoDinGermanyinQ42022,bydeviceTablet9%Smartphone10%PC/laptop14%TV67%17Description:ThemostpopulardevicetowatchvideosondemandbypeopleinGermanywasaTV,withpeoplespendingabout67percentoftheirdailyVoDwatchtimeonit.14percentusedtheirlaptoporcomputer.

ReadmoreNote(s):Germany;4thquarter2022;6,136respondents;14-69years;*Thevaluesoftherespectiveyearsintheoriginalsourcewereshownin"waves"(e.g.W4/20).Wavescontainaveragesofthelast4quarters,e.g.W4/20=Q1/20-Q4/20.

ReadmoreSource(s):Seven.OneMediaGmbHWhichfeaturesareimportantwhenbuyingaTV?ImportantfeatureswhenbuyingaTVinGermanyin2022Shareofrespondents0%10%20%30%40%50%60%70%80%PicturequalitySize69%63%SmartTV45%SoundsystemTypeofscreen(e.g.LED,OLED,QLED)Brand/make30%30%28%OperatingsystemScreenresponsetimeColorofthedevicePictureframedesigncapacity18%18%13%9%5%CurvedTV3%Other6%5%NoneoftheseareimportanttomeDon'tknow7%18Description:ThemostimportantfeatureforpeopleinGermanywhenbuyingaTVwasthepicturequality.Around63percentsaidthatthesizeoftheTVwasalsoimportanttothemwhenmakingapurchase.ReadmoreNote(s):Germany;June7,2022;2,085respondents;18yearsandolderSource(s):YouGovWhichappsdoyouuseatleastoccasionallyonyourinternetenabledTV?SmartTVappsusedinGermany,Switzerland,andAustriain2023Shareofrespondents0%10%20%30%40%50%48%60%70%80%90%Entertainmentapps(filmsandTVshows)TVchannelsandinternetTVappsMusicapps82%23%Sportapps19%16%13%12%SocialmediaappsInformationappsGamingappsLifestyleapps6%Brandapps3%3%Otherapps19Description:In2023,around82percentofpeopleinGermany,Austria,andSwitzerlandwhousedappsontheirTVsaidtheyusedentertainmentappstowatchfilmsorTVshows.23percentofpeopleusedmusicapps.

ReadmoreNote(s):Austria,Germany,Switzerland;January2023;1,989respondentswhouseappsontheirTV;16-69yearsSource(s):GoldbachAveragedailyusagetimeofselectedtypesofmediainGermanyin2023(inminutes)DailyusagetimeofselectedtypesofmediainGermany2023Dailyusagetimeinminutes100050150200250TVRadio20377Internet*Music**Games525142SocialmediaPaidVODYouTubeBooks37363027Other***Print171520Description:ThisstatisticshowstheaveragedailyusagetimeofselectedtypesofmediainGermanyin2023.Thatyear,respondentsreportedwatchingTVforroughly203minuteseachday.Forcomparison,theamountoftimededicatedtoreadingbooksperdaywas27minutes,whiletheradiowaslistenedtoforatotalof77minutesdailyonaverage.ReadmoreNote(s):Germany;FebruaryandMarch2023;2,453respondents;14-69years;*Internet:onlinevideos,onlineshopping,socialnetworks,readingarticles/posts,blogs/forums,onlinenavigation,e-learning,onlinebanking.**Musicincludes:[...]

ReadmoreSource(s):Seven.OneMediaGmbHAverageusagetimeofadditionalsmartTVfunctionsintheGSAregionin2023,byagegroupandgender(inminutes)DailyuseofadditionalsmartTVfunctionsintheGSAregion2023,byageandgender180156156154160140120100801411301066040200TotalMenWomen16to29yearsold30to49yearsold50to69yearsold21/statistics/1445239/daily-use-smart-tv-functions-gsa-regionOnaverage,peopleinGermany,Austria,andSwitzerlandusedadditionalfunctions,e.g.,appsorvideo-on-demand,oftheirsmartTVfor141minuteseachday.Womenand16-29-year-oldswerethegroupswiththemostusageat156minutesperday.ReadmoreNote(s):Austria,Germany,Switzerland;January2023;1,710respondentswhouseadditionalsmartTVfunctionsatleastnowandthen;16-69yearsSource(s):GoldbachDigitalvideopurchasesbybrandinGermanyasofDecember2023DigitalvideopurchasesbybrandinGermany2023Shareofrespondents0%10%20%30%40%50%60%70%80%AmazonPrimeVideoNetflix73%69%Disney+46%AppleTV+DAZNYouTubePremiumMagentaTVSkyGo18%17%16%14%13%12%GooglePlayStoreWOW10%9%ITunesChiliMicrosoftStore5%5%22Description:WeaskedGermanconsumersabout"Digitalvideopurchasesbybrand"andfoundthat"AmazonPrimeVideo"takesthetopspot,while"Videoload"isattheotherendoftheranking.ReadmoreNote(s):Germany;JanuarytoDecember2023;3904respondents;18-64years;respondentswhospentmoneyondigitalvideocontent(Media&digitalmedia,Videogames)Source(s):ConsumerInsightsDriversofTVsubscriptionpaymentsinGermanyasofDecember2023DriversofTVsubscriptionpaymentsinGermany2023Shareofrespondents0%5%10%15%20%25%30%35%35%34%ToaccesslotsofchannelsToaccessspecificfilmsorTVshowsHighimageandsoundqualityGoodvalueformoney32%31%CamewithinternetpackageToac