德国电视行业市场前景及投资研究报告-培训课件外文版2024.5TCL创维

DIGITAL

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TRENDSTelevisioninGermanyCHAPTER

01OverviewNumberoftelevisionhouseholdsinGermanyfrom2005to2026,bychannelofreception*(inmillions)NumberofTVhouseholdsinGermany2005-2026,byreceptionchannelCableSatelliteTerrestrialIPTV454035302520151051.41.61.31.52.11.53.181.913.221.943.261.983.292.013.322.020.511.82.641.830.22.341.832.781.882.91.873.091.872.12.12.22.32.6221.72.11.916.416.716.216.716.716.21718.218.118.11817.6

17.7217.4917.93

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19.1318.818.518.418.617.918.217.916.716.916.916.5

16.57

16.39

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15.061502005

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2025*3Description:ThisdatadepictsthenumberofTVhouseholdsbytypeofreceptioninGermanyfrom2005to2026,bychannelofreception.In2020,therewereroughly15.33millionGermanhouseholdsusingcableTV.

ReadmoreNote(s):Germany;2005to2021;*Figuresfrom2017to2021areforecasts.Figuresfrom2007to2011werederivedfrompreviouspublications.

ReadmoreSource(s):Omdia;PwCShareoftelevisionviewersintotalpopulationonaverageweekdaysinGermanyfrom1988to2022ShareofTVviewersintotalpopulationinGermany1988-202280%70%60%50%40%30%20%10%0%4/statistics/385952/tv-viewers-share-of-population-germanyThisgraphillustratesdataontheshareoftelevisionviewersinthetotalpopulationofGermanyfrom1988to2022.In2022,itwasfoundthat67.2percentofGermansaged14yearsandolderwatchedtelevision,downfrom70.3percentthepreviousyear.ReadmoreNote(s):Germany;1988to2022;14yearsandolder;TVScope,TVpanelD+EU,allchannels,MondaytoSunday,03:00to03:00;*Accordingtothesource,thetermviewerisdefinedasthepotentialviewersofaprogramwithaminimunviewing[...]

ReadmoreSource(s):AGFDailytimespentwatchingtelevisioninGermanyin2021and2022,byagegroup(inminutes)TelevisionconsumptioninGermanyin2022,byagegroup20212022400350300250371357302277213199195200150100501701231037560463737300Total(3yearsandolder)3-13years14-19years20-29years30-39years40-49years50-64years65yearsandolder5Description:Germantelevisionviewersspentanaverageofaround3hoursadaywatchingTV.Itisstilloneofthemostusedmediumsamongthepopulation.However,thetimepeoplespentwatchingTVdailyalsovariedbyagegroup.Peopleaged14to19,forexample,spent30minutesadaywatchingTV.ReadmoreNote(s):Germany;2021and2022;3yearsandolder;TVScope,TVpanelD+EU;3:00to3:00Source(s):AGF;GfKAveragedailytelevisionviewingtimeinGermanyfrom1997to2022(inminutes)DailytimespentwatchingtelevisioninGermany1997-2022250225223222223

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20226Description:In2022,theaverageGermantelevisionspent195minuteswatchingTVeveryday.Comparedto1997,thiswasanincrease,howeverisitthefirsttimethattheaverageviewingtimehasbeenunder200minutessince2001suugestingthatwatchingTVisperhapsbecominglesspopular.ReadmoreNote(s):Germany;1997to2022;3yearsandolder;TVScope,TVpanelD+EU;MondaytoSunday,03:00to03:00,allchannelsSource(s):AGFAveragedailytelevisionviewingtimeofchildren(3-13years)inGermanyinselectedyearsfrom1995to2022(inminutes)TelevisionviewingtimeofchildreninGermany1995-202212097100806040200959393919090898888878682797364585846371995

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20227Description:ThisgraphshowsdataonthedevelopmentofthedailytelevisionconsumptionofchildreninGermanyfrom1995to2022.In2022,childrenagedbetweenthreeand13yearswatchedTVforanaverageof37minutesperday.

ReadmoreNote(s):Germany;1995to2022,selectedyears;3-13years;TVScope,since2005TVpanel(D+EU)Source(s):MediaPerspektivenAudiencemarketshareofselectedtelevisionstationsinGermanyin2022MarketshareofselectedTVstationsinGermany2022Totalaudience(3yearsandolder)14-49years16%14%12%10%8%14.5%12.2%9.9%8.2%8%7.4%7.3%6.7%6.6%5.1%6%4.7%4.3%4.1%4%3.3%3%2.6%2%0%ZDFARDRTLSat.1VoxProSiebenkabeleinsRTLzwei8Description:Amongviewersagedthreeyearsandolder,themarketshareofTVstationZDFamounted14.5percent.Incomparison,amongtheagegroupofpeoplebetween14to49years,thechannelhadamarketshareofonly7.3percent.

ReadmoreNote(s):Germany;2022;videoSCOPE1.4,marketstandard:TVSource(s):QuotenmeterMostpopulartelevisiongenresinGermanyin2022MostpopulartelevisiongenresinGermany2022Shareofrespondents0%5%10%15%20%25%30%35%40%NewsTravelprograms,programsaboutdifferentcountriesandculturesLivesportsbroadcastsorsportsprograms,e.g.ZDFSportstudio,SportschauScienceprograms,animalandnatureprograms35.7%25.8%24.9%23.9%23.4%Comedies,romanticmoviesGermancrimeseries,e.g.Tatort,DerStaatsanwalt,AlarmfürCobra11Quizshows,entertainmentshows20.2%18.6%17.8%15.5%15%Action,adventure,thriller,horrorandwarshowsandmoviesFamilyTVshows,familyprogramsFantasymoviesorseriesCabaret,satireorcomedyshows,e.g.heute-Show,DieAnstaltHistory,crimeormusicdocumentaries14.5%14.2%14.1%ScienceFiction,moviesorTVshowssetinthefutureorspace,e.g.StarWars,Sta…9Description:ThenewswerethemostpopularTVgenreamongGermantelevisionviewersin2022.WatchingthenewsonTVisanestablishedritualinmanyhouseholds,evenifnowadaysmostviewersalsosupplementtheirnewsconsumptionwithothermedia.Sportsprogramswerealsoapopularchoice,followedbytravelcontent.ReadmoreNote(s):Germany;2022;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachAveragetelevisionconsumptiononaweekdayinGermanyfrom2019to2023,byhoursofviewingtime(inmillionviewers)AveragetelevisionconsumptionperweekdayinGermany2019-2023Numberofpeople(inmillions)NeverLessthanonehour5AboutonehourAbouttwohours10Aboutthreehours15AboutfourhoursMorethanfourhours200256.326.364.162019202020212022202319.2517.0417.1517.7317.5516.958.738.752.476.297.097.167.220.738.48.52.326.0221.098.478.67.777.712.45.8521.282.596.257.47.5321.098.2710Description:ThisstatisticshowstheaveragetelevisionconsumptiononaweekdayinGermanyfrom2019to2023,byhoursofviewingtime.In2023,anaverageof7.53millionGermansspentmorethanfourhourswatchingtelevisiononaweekday.

ReadmoreNote(s):Germany;2019to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachCHAPTER

02InfrastructureandrevenueNumberoftelevisionhouseholdsinGermanyfrom2007to2022(inmillions)NumberofhouseholdswithTVreceptioninGermany2007-20224538.938.738.7538.7738.5638.4938.5240353025201510537.9838.1638.0838.3137.2837.4137.4637.6736.9802007200820092010201120122013201420152016*20172018201920202021202212Description:In2022,about38.77millionofGermanhouseholdshadatleastonedeviceenabledforTVreception.ThisgraphshowsthedevelopmentofthenumberofhouseholdswithTVreceptioninGermanyfrom2007to2022.

ReadmoreNote(s):Germany;2007to2022;Privatehouseholds;*Decreasefirstandforemostduetoachangedprojectionbase.Thesourceaddsthefollowing:"Theresultsofthe2011censusshowedslightstructuraldifferencesintheearlierextrapolationin[...]

ReadmoreSource(s):diemedienanstalten;KantarNumberofhouseholdswithcableTVaccessinGermanyfrom2008to2022(inmillions)NumberofhouseholdswithcableTVinGermany2008-20222519.7719.5619.27201510518.9318.217.8617.9317.6617.5617.4717.4717.2216.816.9316.840200820092010201120122013201420152016*20172018201920202021202213Description:ThisdataillustratesthedevelopmentofthenumberofhouseholdswithcableTVreceptioninGermanyfrom2008to2022.In2022,16.84millionhouseholdshadcableTVaccess.

ReadmoreNote(s):Germany;2008to2022;Privatehouseholds;*Decreasefirstandforemostduetoachangedprojectionbase.Thesourceaddsthefollowing:"Theresultsofthe2011censusshowedslightstructuraldifferencesintheearlierextrapolationin[...]

ReadmoreSource(s):diemedienanstalten;KantarNumberofhouseholdswithHDTVreceptioninGermanyin2022,byreceptionchannelonmainTVdevice(inmillions)NumberofhouseholdswithHDTVinGermany2022,byreceptionchannel1816141210815.2413.4563.6421.140SatelliteCableIPTVDVB-T14Description:ThisstatisticshowsthenumberofhouseholdswithHDTVreceptioninGermanyin2022.Intheperiodofconsideration,roughly15.24millionGermanhouseholdsreceivedhighdefinitionbroadcastsontheirmainTVsetviasatellite.ReadmoreNote(s):Germany;Endof2022;HDTVSource(s):SESAstraDistributionofdifferenttypesoftelevisionreceptioninhouseholdsinGermanyfrom2008to2022ShareofTVhouseholdsinGermany2008-2022,byreceptionchannelCableTVSatelliteIPTVDVB-TConnectedTVOnly**20082009201020112012201320142015201620172018201920202021202215Description:ThisdatadisplaysthedistributionofdifferenttypesofTVreceptioninhouseholdsinGermanyfrom2008to2022.Ashouseholdscanusemorethanonetypeofreceptionatthesametime,thesumforeachyearcanexceed100percent.In2022,roughly42.5percentofGermanTVhouseholdsusedasatelliteconnection.ReadmoreNote(s):Germany;2008to2022;PrivatehouseholdswithTVreception;*Accordingtothesource,morethanonechannelofTVreceptioncanbeusedinonehouseholdwhichmayresultinasumexceeding100percent.**Thesourcestatesthe[...]

ReadmoreSource(s):diemedienanstalten;KantarNumberofpayTVchannelsinGermanyfrom2004to2021PayTVchannelsinGermany2004-2021120100102989790898886807680604020075757372726858513920042005200620072008200920102011201220132014201520162017201820192020202116Description:ThisstatisticshowsthenumberofpayTVchannelsinGermanyfrom2004to2021.In2021,theALMregistered102payTVchannelsinGermany,anincreaseofmorethan30channelscomparedtotenyearsearlier.

ReadmoreNote(s):Germany;2004to2021;asofDecember2020Source(s):ALMTotalrevenueofthetelevisionindustryinGermanyfrom2016to2026(inmillioneuros)TelevisionindustryrevenuesinGermany2016-20257,0006,5546,5536,5576,5626,5686,5786,0196,0005,0004,0003,0002,0001,00005,7045,6515,5215,2872016201720182019202020212022202320242025202617Description:ThisstatisticshowsdataonthetotalrevenueofthetelevisionindustryinGermanyfrom2016to2021,withprojectionsuntil2026.In2022,theGermantelevisionmarketwasforecasttogeneratearevenueofabout6.55billioneuros.

ReadmoreNote(s):Germany;2016to2021Source(s):PwCTotalyieldsofthe"ARDZDFDeutschlandradioBeitragsservice"(formerlyGebühreneinzugszentrale-GEZ)inGermanyfrom2005to2022(inbillioneuros)TotalyieldsfromTVandradiolicensefeesinGermany2005-202298765432108.578.428.328.138.118.077.987.978.017.687.67.557.537.497.297.37.267.1220052006200720082009201020112012201320142015201620172018201920202021202218Description:Thisstatisticshowsdataonthedevelopmentofthetotalyieldsofthe"ARDZDFDeutschlandradioBeitragsservice"inGermanyfrom2005to2022.In2022,thetotalyieldfromTVandradiolicensefeesamountedtoroughly8.57billioneuros.Thiswasanincreasecomparedwiththepreviousyear.ReadmoreNote(s):Germany;2005to2022Source(s):ARDZDFDeutschlandradioBeitragsservice;GEZRevenueofpublicservicebroadcasterZweitesDeutschesFernsehen(ZDF)inGermanyfrom2005to2021(inmillioneuros)RevenueofZweitesDeutschesFernsehen(ZDF)inGermany2005-20213,0002,5002,3912,2102,2102,1922,1142,048.6

2,045.82,0282,0212,0111,9931,993.41,925

1,910.62,000

1,887.21,5001,00050002005200620072008200920102011201220132014201520162017201820192020202119Description:In2021,ZDF,thepublicbroadcastingservicebasedinMainz,generatedarevenueof2.39billioneuros.ThisstatisticshowsthedevelopmentofthenetrevenueofZweitesDeutschesFernsehen(ZDF)inGermanyfrom2005to2021.

ReadmoreNote(s):Germany;2005to2021Source(s):ZDFRevenueoftheRTLmediagroupinGermanyfrom2005to2022(inbillioneuros)RevenueoftheRTLmediagroupinGermany2005-20223.02.772.422.52.292.262.232.212.142.132.052.021.971.981.961.951.912.01.51.00.50.01.891.841.7320052006200720082009201020112012201320142015201620172018201920202021202220Description:ThisgraphshowsrevenuedevelopmentoftheRTLmediagroupinGermanyfrom2005to2022.In2022,themediagroupgeneratedarevenueofover2.7billioneuros.Thiswasthehighestfiguresince2005.

ReadmoreNote(s):Germany;2005to2022Source(s):RTLGroupRevenueofProSiebenSat.1MediaSEfrom2005to2022(inbillioneuros)RevenueofProSiebenSat.1MediaSE2005-20225.04.494.54.03.53.02.52.01.51.00.50.04.144.164.084.054.013.83.263.052.882.762.712.62.612.362.22.11.9920052006200720082009201020112012201320142015201620172018201920202021202221Description:In2022,themediacompanybasedinUnterföhringnearMunichgeneratedarevenueofalmost4.2billioneuros.ThisstatisticshowsthedevelopmentoftherevenueofProSiebenSat.1MediaSE(previouslynamedProSiebenSat.1MediaAGuntilJuly2015)from2005to2021.ReadmoreNote(s):Germany;2005to2022Source(s):ProSiebenSat.1MediaCHAPTER

03AudiencemarketshareMarketshareoftelevisionchannelsinGermanyin2022MarketshareofTVchannelsinGermany2022Marketshare0%2%4%6%8%10%12%14%16%ZDFARDDritte*ARDDasErsteRTL14.5%13.4%12.2%7.4%VOX*Sat.15.2%5.1%VOX(original)ProSiebenkabeleinsZDFneo4.7%3.3%3%2.6%NDRFernsehen*RTLZWEI2.6%2.6%WDRFernsehen*2.3%23Description:TheGermantelevisionchannelZDFhatthehighestmarketshareamongTVchannelsinGermanyin2022with14.5percent.ZDFwasfollowedbyARDDritteandARDDasErste.Therankingisbasedonviewersagedthreeyearsandolder.

ReadmoreNote(s):Germany;2022;3yearsandolder;MondaytoSunday,3:00to3:00,AGFandotherlicensedchannelsSource(s):AGFAudiencemarketshareofpublic-servicetelevisionbroadcasterARDinGermanyfrom2000to2022Marketshareofpublic-serviceTVbroadcasterARDinGermany2000-202214.5%14.0%13.5%13.0%12.5%12.0%11.5%11.0%14.3%14.3%14.2%14.1%13.9%13.9%13.5%13.4%

13.4%13.2%12.7%12.5%12.4%12.3%12.2%12.1%12.1%12.1%11.6%11.5%11.3%11.3%

11.3%2000

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202224Description:In2022,ARDhadanaudiencemarketshareof12.2percent(viewersagedthreeyearsandolder),accordingtotheAGF(ArbeitsgemeinschaftFernsehforschung).Thiswasanincreaseof0.1percentfromthepreviousyear.Itwasalsothehighestvaluesince2015.ReadmoreNote(s):Germany;2000to2022;3yearsandolder;TVScope;MondaytoSunday,3amto3am;2000:FederalRepublicofGermany;from2001onwards:TVpanelGermany+EU;since2016TVpanelGerman-speakingSource(s):AGFAudiencemarketshareofpublic-servicebroadcasterZDFinGermanyfrom2001to2022Marketshareofpublic-servicebroadcasterZDFinGermany2001-202215.0%14.7%14.5%14.5%13.9%13.9%14.0%13.5%13.0%12.5%12.0%11.5%13.7%13.6%13.6%13.5%13.4%13.3%13.2%13.1%13%

13%13%12.9%12.8%12.7%12.6%12.5%12.5%12.1%2001

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202225Description:In2022,ZDFhadatotalaudiencemarketshare(amongviewersagedthreeyearsandolder)of14.5percent.Adecreaseof0.2percentfromtheyearbefore,however,stillageneralincreasefrompreviousyears.

ReadmoreNote(s):Germany;2001to2022;3yearsandolder;TVScope;MondaytoSunday,3amto3am;2000:Germany;since2001:TVpanelD+EU;since2016German-speakingSource(s):AGFAudiencemarketshareofcommercialtelevisionstationRTLinGermanyfrom2000to2022MarketshareofTVbroadcasterRTLinGermany2000-202216.0%14.9%14.7%14.6%15.0%14.0%13.0%12.0%11.0%10.0%9.0%14.3%14.1%13.8%13.6%13.2%12.8%12.5%12.4%12.3%11.7%11.3%10.3%9.9%9.7%9.2%8.4%8.3%8.1%8.0%7.4%7.2%7.0%6.0%2000

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202226Description:In2022,RTLhadatotalaudiencemarketshare(viewersagedthreeyearsandolder)ofalmost7.5percent.Thiswasanincreasefromthepreviousyear.

ReadmoreNote(s):Germany;2000to2022;3yearsandolder;TVScope;MondaytoSunday,3amto3am;2000:FederalRepublicofGermany;from2001onwards:TVpanelGermany+EU;since2016TVpanelGerman-speakingSource(s):AGFAudiencemarketshareofcommercialtelevisionstationProSiebeninGermanyfrom2000to2022MarketshareofcommercialtelevisionstationProSiebeninGermany2000-20228.5%

8.2%8%7.5%6.5%5.5%4.5%3.5%2.5%7%7%7%6.7%6.6%

6.6%

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202227Description:In2022,ProSiebenhadatotalaudiencemarketshareof3.3percent,accordingtotheAGFandGfK.Adecreaseof0.5percentfromthepreviousyear.ProSieben'smarketsharehasbeendecliningsteadilyovertheperiodofconsideration.

ReadmoreNote(s):Germany;2000to2022;3yearsandolderSource(s):AGFAudiencemarketshareofcommercialtelevisionstationSat.1inGermanyfrom2000to2022MarketshareofcommercialtelevisionstationSat.1inGermany2000-202211.5%10.9%10.4%10.3%10.3%10.2%10.2%10.5%9.5%8.5%7.5%6.5%5.5%4.5%10.1%10.1%

10.1%9.9%9.8%9.6%9.4%8.2%8.1%7.9%7.3%6.7%6.2%6%5.7%5.2%5.1%2000

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202228Description:In2022,Sat.1hadatotalaudiencemarketshareof5.2percent,accordingtotheAGFandGfK.Thisisthelowestfiguresince2000.ReadmoreNote(s):Germany;2000to2022;3yearsandolder;TVscope;MondaytoSunday;3amto3am;2000:Germany;since2001TVpanelD+EU:since2016TVpanelGerman-speakingSource(s):AGFAudiencemarketshareofcommercialtelevisionstationVOXinGermanyfrom2000to2022MarketshareofcommercialtelevisionstationVOXinGermany2000-20226.0%5.8%5.7%5.6%

5.6%5.6%5.4%

5.4%5.5%5.0%4.5%4.0%3.5%3.0%2.5%5.2%5.2%5.1%5.1%4.8%4.8%

4.8%4.7%4.6%4.5%4.2%3.7%3.4%3.3%3.1%2.8%2000

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202229Description:In2022,VOXhadatotalaudiencemarketshareof4.7percent,accordingtotheAGFandGfK.Thisisa0.2percentincreasefromtheyearbefore.

ReadmoreNote(s):Germany;2000to2022;3yearsandolder;TVscope;MondaytoSunday;3amto3am;2000-2015TVpanelD+E,since2016TVpanelGermanspeakingSource(s):AGFAudiencemarketshareofcommercialtelevisionstationkabeleinsinGermanyfrom2000to2022MarketshareofcommercialtelevisionstationkabeleinsinGermany2000-20226.0%5.5%5.5%5%5.0%4.5%4.5%4.2%4%4%4%3.9%

3.9%3.9%4.0%3.5%3.0%2.5%3.8%3.8%

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202230Description:In2022,kabeleinshadatotalaudiencemarketshareofaboutthreepercent,accordingtotheAGFandGfK.Thiswasa0.2percentdecreasefrom2021andthelowestfiguresince2000.

ReadmoreNote(s):Germany;2000to2022;3yearsandolder;TVscope;MondaytoSunday;3amto3am;2000:Germany;since2001TVpanelD+EU;since2016TVpanelGerman-speakingSource(s):AGFCHAPTER

04TVadvertisingNetadvertisingrevenueofprivatetelevisionbroadcastersinGermanyfrom2005to2022(inbillioneuros)NetadvertisingrevenueofprivateTVbroadcastersinGermany2005-20224.54.03.53.02.52.01.51.00.50.020052006200720082009201020112012201320142015201620172018201920202021202232Description:In2022,privateTVstationsinGermanygeneratedanetrevenueofroughly3.63billioneurosfromadvertising.Thiswasaslightdecreasecomparedwiththepreviousyear.ThisstatisticshowsthenetadvertisingrevenueofprivatetelevisionbroadcastersinGermanyfrom2005to2022.ReadmoreNote(s):Germany;2005to2022;beforecashback;afterdeductionofagencyfeesanddiscounts,incl.incomefromsponsoringSource(s):ARDMedia;VAUNET;ZAWGrossadvertisingrevenueoftelevisionchannelsinGermanyin2021(inmillioneuros)GrossadvertisingrevenueofTVchannelsinGermany2021Grossadvertisingrevenueinmillioneuros05001,0001,5002,0002,5003,0003,5004,000RTLProSiebenSat.13,456.362,697.132,143.78Vox1,938.94KabeleinsRTLZWEIDMAX1,160.291,158.48454.3398.53Sport1SkySportDasErsteSuperRTLSixx364.61354.54347.87310.57305.95Welt33Description:ThisstatisticshowsdataonthegrossadvertisingrevenueoftheTVchannelsinGermanyin2021.Intheperiodofconsideration,ZDFgeneratedagrossadvertisingrevenueofaround282millioneuros.TheprivatechannelsRTLandProSiebenrankedfirstandsecond.ReadmoreNote(s):Germany;2021;TVgrossadvertisingvolume(TVtotal):16.1billioneuros;asof:January2022Source(s):NielsenTVadvertisingrevenuesinGermanyfrom2017to2026(inmillioneuros)TVadvertisingrevenuesinGermany2017-20266.05.04.03.02.01.00.0201720182019202020212022*2023*2024*2025*2026*34Description:ThisstatisticshowsdataonthetelevisionadvertisingrevenueinGermanyfrom2003to2021,andfurtherforecastsuntil2026.In2022,GermanTVadvertisingrevenue