尼尔森年度营销报告媒体

▶Nielsen

Mediausage2024

MediaconsumptioninGermany

FernandoReimannMay2024

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Studydesign

CURRENTTRENDSAROUNDMEDIAANDADVERTISING

Useofmediaofferingsandusagehabits

Attitudestowardsinformationsourcesandadvertising

METHOD

Semi-annualonlinesurvey,lastwave:April2nd-April6th,

2024

SAMPLE

n=1,000

18t69yearsold,livinginGermany

representativeofgenderandagegroups

INTERVIEWLENGTH

~12minutes

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Mediausagehasremainedalmostthesame

SmartphonesandTVsremainconstantcompanions.PCsandlaptopsrecordedadeclineof5%comparedtothepreviousyear.

Use:

63%Men

tospring

2023

Compared

52%Women

Basis:Totaln=1000

+3%

0%

99%

-5%

0%

79%

93%

84%

-3%

+1%

0%

43%

57%

56%

-2%

38%

+2%

42%

-1%

22%

GameConsole

SmartSpeaker

Newspaper/Magazine

SmartWatch

Smartphone

PC/Laptop

Radio

Tablet

TV

DVD/Blu

RayDevice

Source.NielsenSurvey.MediausageinGermany,Spring2024

Question:Whichdevicesandmediadidyouuseinthelastweekandhowoften?(Selection:atleastonceaweek)

Nielsen

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SteadydeclineinPC/Laptopusage

TheuseofPCsandlaptopsisshowingasteadydecline.Aparticularlystrongdeclinecomparedtothepreviousyearcanbeseenamong18to34yearoldsandamongwomen.

94%92%92%90%

-5%

84%

SpringSpringSpringSpring

2021202220232024

Men■atleast1xperweek

88%85%90%82%

SpringSpring

20212024

Spring2022

Spring2023

18to34years

PC/Laptop

■atleast1xperweek

88%87%85%78%

Spring2022

Women

94%93%

SpringSpringSpringSpring

2021202220232024

Watleast1xperweek

35to54years

■atleast1xperweek

87%84%

Spring2023

Spring2024

Spring

2021

Source.NielsenSurvey.MediaUsageinGermary,Spring2024

Question:Whichdevicesdidyouuseinthelastweekandhowoften?(Selectiontatleast1xperweek):PC/laptop

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Videoconsumptiondependsonage

Strongdiscrepanciesacrossagegroups,especiallyindailyconsumptionofpublicTVandvideoservices/platforms.

Dailyusage

■18-34years·35-54years·55-69years

Source.NielsenSurvey.MediausageinGermany,Spring2024

Question:WhichvideoandTVofferingsdidyouuseinthelastweekandhowoften?(Selection:daily)

6

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Continuedgrowthinusersofvideoplatforms

Boththedailyuseofpublictelevisionandtheuseofprivatetelevisionhavedeclinedcomparedtothepreviousyear,whiletheirMediaCenterconsumptionincrease.Thedailyuseofvideo

streamingproviderremainsthesame.

Dailyusage

PublicTV

TVStationOnlineMediaCenter

PrivateTV

Pay-TV

VideoStreaming

Video-Platforms

Provider

■Spring2021■Spring2022■Spring2023■Spring2024

Source.NielsenSurvey.MediausageinGermany,Spring2021,2022,2023,2024

Question:WhichvideoandTVofferingsdidyouuseinthelastweekandhowoften?(Selection:daily)

7

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Videostreamingtopsweeklyuseforthefirsttime

Forthefirsttime,weeklyusageofvideostreamingprovidershowshigherusageratesthanlinearTVchannels.PrivateTVusageremainsthesameaslastyear.

Weeklyusage

■Spring2021■Spring2022■Spring2023■Spring2024

8

Source.NielsenSurvey.MediausageinGermany,Spring2021,2022,2023,2024

Question:WhichvideoandTVofferingsdidyouuseinthelastweekandhowoften?(Selection:atleastonceaweek)

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77%ofrespondentsusestreamingproviderweekly

Theusersofstreamingservicesarepredominantlyyoungerandbetween18and34yearsold.Olderagegroupsarealsoshowinganincreaseinweeklyusage.

Weeklyuseofvideostreamingprovider

Total

Spring2023Spring2024

■atleast1xperweekrarely/notatall

Source:NielsenSurvey.MediaUsageinGermany,Spring2023,2024QuestiontWhichvideoandTVofferingsdoyouuseandhowoften?

Spring2023Spring2024

%

years

0%

years

+8%

57%

55-69years

92%

83%

73%

91%

49%

35-54

18-34

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PrimeVideoandNetflixaredominant

Intermsofweeklyuse,thegapbetweenthetwotopbrandsandotherprovidersisbecomingeverlarger.Noownsubscriptionisbecomingincreasinglyrare.

AmazonPrimeVideo

NetflixDisney+

RTL+

SkyPayTV

TelekomMagentaTVYouTubePremium

DAZN

Paramount+WOW

least1xweek

JoynPLUSAppleTV+Maxdome

■at

+6%

+4%0%

+1%-3%+1%+1%-2%+2%

-1%0%-1%-3%

per

comparedtospring'23

56%

56%

29%21%19%

19%17%15%14%13%12%11%7%

Newusage2024:

TopSVODprovider

18%

16%

11%

7%

5%

NetflixAmazonDisney+YouTubeSky

PrimePremium

Numberofhouseholdsubscriptions

4ormoresubscriptionsNogwnsubscription(+1%)

26%

3subscriptions0

(0%)14%

23%

29%

Only1subscription

(+2%)

2subscriptions

(0%)

Source:NielsenSurvey.MediaUsageinGermany,.Spring2024

Qctensngwnetoteionsesteenntemdeourenewctmratemsotmoegeoutntaoaenatetaeywnctatelbnoetooute?teiomtevideo

servicesthatyouhavealreadybeenusingforalongtime:Arethereanyservicesthatyoouwihaveusedorsuoscribedtoin20247fso.whichofthefoliwinarethese?;NúmberofhouseholdsubsciptionsTheuseofvdeosteamingproviderandpatormsisbecoming

increasinglypopular,howmanydifferentsubscriptionsdoyouhaveinyourhousehold?

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Netflixhasthehighestnewusage

Again,thereisastrongdiscrepancybetweenagegroups-Netflixwasmostfrequentlyusedorsubscribedtoby18to34yearoldsandbymen.

Arethereanyprovideryouhavestartedusingorsubscribedtoin2024?

NETFLIX

■Newusagein2024:Netflix

Men

21%

Women15:%

33%

18%

4%

18-34years35-54years55-69years

ouerce:NilseenuorvetyeMnediaosgeuinreraonyt,piins22strenngpoerandstemtoalean0msttmeAneteseonteodestonnpodrtayouiensngoralongtmeeteanyecstarolened

orsubscribedtoin2024?(Answer.Netfix)

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Genderdifferencestowardsvideoserviceconsumption

Menshowhigherusageonmostplatforms.OnlyNetflix,RTL+andDisney+areusedmore

frequentlybywomen.

PlatformrankingincludingmedialibrariesandTVapps

AmazonPrimeVideo

56%

Netflix

56%

ZDFMediaCenter

38%

ARDMediaCenter

37%

Disney+

29%

RTL+

21%

SkyPayTV

19%

TelekomMagentaTV

19%

YouTubePremium

17%

DAZN

15%

Freevee

15%

Paramount+

14%

wOw

13%

JoynPLUS

12%

Waipu.TV

11%

AppleTV+

11%

SamsungTVPlus

11%

Discovery+

10%

PlutoTV

10%

RakutenTV

9%

Zattoo

9%

RokuTV

7%

Maxdome

7%

SimpliTV

6%

AnotherStreamingService

1%

Top“ondemand”videoservices-genderdifferences

AmazonPrimeVideo

Netflix

ZDFMediathekARDMediathek

Disney+RTL+(

SkyPayTV

TelekomMagentaTVYouTubePremiumDAZN

JoynPLUS

59%

52%

54%

57%

42%

34%

40%

34%

20%

23%

22%

16%

22%

15%

21%

14%

20%

9%

13%

11%

■men

■women

Source:NielsenSurvey.MediaUsageinGermany,Spring2024

Questions:Whichofthefllowingvideostreamingproviderandplatfomsdoyouuseandhowoftendoyouusethemforatleast30minutesatatime?

12

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Time-independentconsumptionasatopsellingpoint

Everyseconduserstatesthattime-independentconsumptionisoneofthemainreasonsforsigningacontract.Watchingyourfavoriteseriesisanargumentforeverythirdperson.

numberoffilmsandseriesatanytime.

ItookoutastreamingsubscriptionsothatIcouldwatchalarge

Itookoutthestreamingsubscriptionoveralongerperiodoftimeto

consumevarlousseriesandfims.

ItookoutthestreamingsubscriptionbecauseIcanwatchmy

favouriteseriesthere.

Itookoutthestreamingsubscriptiontoconsumead-freecontent.

filmsandseriesonthego.

Itookoutthestreamingsubscriptionbecauseitallowsmetowatch

Itookoutastreamingsubscriptiontowatchseriesandfimsinthe

originallanguage.

Itookoutthestreamingsubscriptiononthebasisofatrial

month/offer.

towatchaspecificseriesorfilm,afterwhichIcancelleditagain.

lonlytookoutthestreamingsubscriptionforashortperiodoftime

50%

44%

35%

31%

20%

18%

13%

9%

Source:NielsenSurvey.MediaUsageinGermany,Spring2024

Question:Whichofthestatementsistruewhenyouthinkaboutthefollowingstreaming

subscriptions?

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distribute

Nielsen

Oneinfivehasquitinthelastsixmonths

Haveyoucanceleda

streamingserviceinthelast

6months?

No

■Idon'tknow

Themainreasonforcancelingastreamingservicewasthecostandnotenoughinterestingcontent.17%ofusersfoundabetterdealelsewhere.

Total

Oct23

menwomen

Thepricewastoohigh/wewantedtosave

money

42%

-9%

44%

41%

Notenoughinterestingcontent/programs

28%

+11%

30%

24%

Ihaven'tusedthisserviceforalongtime

23%

0%

19%

27%

I/wehavesubscribedtotheserviceonlytowatchaspecificfilmorseries

20%

+2%

23%

16%

Ionlyneededaccesstotheserviceforalimitedtime

19%

New

18%

20%

Othervideostreamingserviceshaveabetteroffer

17%

+1%

17%

16%

Iprefertopayforspecificfilmsorseries

ratherthansubscriptions

11%

-4%

16%

5%

Notimetowatch

10%

-5%

10%

11%

NoliveTVchannelsorevents

2%

New

4%

0%

Source:NielsenSurvey.MediaUsageinGermany,Spring2024

cancelnot

thevideodistibute.

streaming

Questions.Haveyoucanceledastreamingserviceinthelast6months7,Whydidyou14CopyrightO2024TheNielsenCompany(US),LC.Confidentalandproprietary.Do

service?

Increaseinvideostreamingshort-termuse

Short-termvideostreamingoflessthananhouronaweekdayisbecomingincreasinglypopular.InclassicTV,onlynon-useincreasessignificantly.

ClassicTV

24%23%23%

15%

13%12%11%

Mon-Fri

3-4hours2-3hours

VideoStreaming

32%

29%29%

23%24%

18%19%

14%

7%6%9%

Notatall

Source.NielsenSurvey:MediaUsageinGermany,Spring2021,Spring2022,Spring2023,Spring2024

13%14%12%

Lessthan1hour

8%8%7%

3-4hours

■Spring2022

■Spring2023

■Spring2024

Morethan4hours

Morethan4hours

28%28%29%

19%14%

Lessthan1hour

1-2hours

1-2hours

Mon-Fri

Notatall

8%11%

11%10%

hours

21%

14%

11%

2-3

Question:Onaverage,howlongdidyouwatchclassictelevision/videostreamingonaweekday(Monday-Fridayinthelastweek?

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ThemajorityknowsandusesConnectedTV

Aroundaquarterofthosesurveyedarenotyetawareoftheadditionalfunctionsthat'ConnectedTV'offersthem.TheadditionalfunctionsaremostfrequentlyusedviaSmartTVs.

Additionalfunctionsthrough

'ConnectedTV'Whattypeofconnectiondoyouusetousetheadditionalfunctions?

61%29%21%14%13%8th%

16%

24%

19%

StreamingReceiverBlu-ray

Boxplayer

20%SmartTVStreamingGame

stickConsoles

(e.g.AppleTV,

SkyQ)

11%(e.g.from(e.g.FireTV(e.gPlay

Philips)Chromecast)

9%Samsung,LG,Stick,GoogleStation)

·Yes,atleast3timesaweek

Yes,atleastonceaweek

.Yes,Iknowitandusetheadditionalfunctionseveryday

aYes,lessthanonceaweek

aYes,Iknowthename,butI'veneveruseditbefore·No,Idon'tknowit.

o:elnd.Mteiaintt.Spngnt

accesstheaditionalfunctions?

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owandsetednonltnatontatcomcedaabesoutoueegswcoteongtbrnPWhatspeofnatonoouseto

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Musicstreamingservicescontinuetoseegrowth

Theclassicradiostationscontinuetobeattheforefrontintermsofregularuse.Almosteverysecondpersonusesmusicstreamingservices3-7timesaweekand,aswithpodcasts,non-use

isdecreasing.

Music

streamingservices

(e.g.Spotify)

Classicradiostations

(e.g.viaFM,cable,satellite

orDAB+)

Podcast

(e.g.viaSpotify,Audible,..)

Onlineradio(radiostationsbroadcastovertheInternet)

IP

-7%

+2%

+/-0%

15%

-1%

25%

-3%

32%

-2%

26%

33%

38%

56%-1%

49%+3%

+3%29%

26%

+4%

35%

36%

+/-Xx%changevs.Spring2023+3%+3%

■3-7timesaweek■rarernotatall

Source:NielsenSurvey.MediaUsageinGermany,Sping2024

Nielsen

Question:Whichaudioofferingsdoyouuseandhowoften?

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18-to34-year-oldsusemusicstreamingmostfrequently

Lookingbackonthepreviousyear,theuseofallaudioformatsisbecomingmoreimportantfor35to54yearolds.Classicradiostationsarebeingusedlessandlessbyyoungerpeople.Youngerpeopleconsumefewerpodcaststhaninthepreviousyear,incontrasttoolderpeople.

Podcasts

Online-Radio

Classicradiostations

MusikStreamingServices

(e.g.viaFM,cable,satelliteorDAB+)

+/-Xx%changecomparedtospring2023■18-34years■35-54years■55-69years

Source:NielsenSurvey.MediausageinGermany,Spring2024

Question:Whichaudioofferingsdoyouuseandhowoften?(Selection:3-7timesaweek)

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Spotifywinsagaininmusicstreaming

Spotifyremainstheclearmarketleader,followedbyYouTubeMusicandAmazonMusic.Soundcloud,Deezer,AudioNowandBookBeatshowadeclineinweeklyusage.

SpotifyYouTubeMusic

AmazonMusic

Audible

AppleMusic

Top10audiostreamingpaidservices

41%31%

29%

Spotify:

47%withadcontent

51%withoutadcontent

15%14%

GooglePlayMusicSoundcloud

Deezer

12911%10%

AudioNow8%

BookBeat8%

■atleast1xperweek

Source:NielsenSurveyMediaUsageinGermany.Spring2024

20247

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+/-%pointscomparedtoSpring'23

+2%Newuse2024:

10%

8%

+4%Topaudioservices

13%

5%

4%

+3%0%0%

0%

-1%

-3%SpotifyYouTubeAmazonAppleAudible

MusicMusicMusic

-3%-2%

-

Socialmedia

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InstagramlandsaheadofFacebookforthefirsttime

WhatsAppisonceagaininfirstplace.OneinthreepeopleusesInstagram,Facebookand

YouTubeeveryday.Inthecurrentsurvey,InstagramisaheadofFacebookforthefirsttime.

TOP5SOCIALMEDIACHANNELS

36%35%33%18%

(Dailyuse)(Dailyuse)(Dailyuse)(Dailyuse)(Dailyuse)

Source.NielsensurveyofmediausageinGermany,spring2024

Question:Howoftendoyouusethefollowingsocialmediasites/apps?(Selection:daily)

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DailyWhatsAppusageacrossages>70%

WhatsappandInstagramwithsignificantlyhigherusageamongwomen,YouTubeisused

significantlymoreoftenbymen.Mostsocialmediasites/appsaremostpopularamong18-34yearolds.

+/-%-pointscomparedtoSpring'23

DailyuseMen

Women

18to34

years

35to54

years

55to69years

+3%

+1%

WhatsappInstagram

FacebookYouTube

76%

69%

83%

77%

80%

71%

36%

31%

42%

59%

36%

17%

35%

32%

38%

24%

43%

36%

-4%

0%

33%

41%

25%

48%

35%

18%

+1%

TikTok

18%

19%

18%

38%

14%

6%

-3%

8%

9%

8th%

24%

4%

0%

-2%

-1%

SnapchatTelegram

7%

10%

5%

10%

8th%

5%

7%

10%

4%

12%

7%

4%

+1%

XPinterest

6%

4%

8th%

8th%

4%

6%

0%

LinkedIn

4%

5%

3%

5%

4%

2%

0%

3%

5%

2%

8th%

2%

1%

-2%

Reddit

3%

4%

2%

8th%

2%

1%

-1%

TwitchBeReal

2%

2%

2%

5%

1%

1%

-2%

Facebook

1%

2%

1%

3%

1%

1%

-2%

Tumblr

1%

1%

1%

2%

1%

0%

-2%

mastodonl

0%

1%

0%

2%

0%

0%

23

Source:NielsensurveyofmediausageinGermany,spring2024

Question:Howoftendoyouusethefollowingsocialmediasites/apps?(Selection:daily)

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Trustinadvertising

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Trustinadvertisingissimilartolastyear

Trustinadvertising

Comparedtothepreviousyear,thevalueforgreatertrustfellslightlyandforlesstrustinadvertisingincreasedslightly.

InnerCircle:Spring2023

OuterCircle:Spring2024

3%9%

39%

49%

■Rathergreatertrustinadvertising

■Almostunchanged

■Ratherlesstrustinadvertising

■Don'tknow

Source:NielsenSurvey.MediaUsageinGermany.Spring2004

Question:Ifyouthinkaboutadvertisingfromvariouscompanies,hasyourtrustinadvertisingchangedandifso,inwhatdirection?

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Age-dependentdevelopmentsintrust

The55-69agegrouphastheleasttrustinadvertising.Ingeneral,thelossoftrusthasincreasedmostintheyoungestagegroup.

Trustinadvertisingacrosstheagesplit

2%2%

8%

4%

18%

2%

6%

18-34yrs.

35-54

yrs

55-69yrs.59%

59%

30%

31%

53%

InnerCircle:2023

Outercircle:2024

RathermoretrustinadvertisingAlmostunchangedRatherlesstrustinadvertisingDon'tknow

Source:NielsenSurvey.MediaUsageinGermany,Spring2024

Question:Whenyouthinkaboutadvertisingfromdifferentcompanies,hasyourtrust

inadvertisingchanged

andifso,inwhichdirection?

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Nielsen

NewspaperMagazines

Radio

TV

CinemaBillboardsSEA

DirectMailBrandSponsoring/EventSponsoring

Productplacementsforfilmsorseries

VideoAdsAdBanner(DisplayAds)

SocialAdsInfluencerRecommendationsorAdvertising

Mostadvertisingformatsarelosingtrust

Printadvertisingremainswiththehighesttrustvalue.Recommendationsoradvertisingfrominfluencersandadvertisingonsocialmediashowthegreatestlossoftrust.

Trustinadvertisingbymediagroup

comparedtospring2023

50%

400/

AC0/

M40/

A40A

43%

A204

43%

39%

2904

220/

32%

31%

26%

Source:NielsenSurveyMediaUsageinGermany,Spring2023,2024

Question:Towhatextentdoyoutrustthefolowingrecommendationsorformsofadvertising?IlustrationoftheTop2Box1=very/2=rather27Copyrighto2024TheNielsenCompany(US),uC.Confidentialandproprietary.Donotdistribute

0%

+4%

-1%

-1%+4%

0%

-2%

0%-4%-1%

-4%

-3%-4%-5%

Trustinadvertisingacrossallchannels

55%

Trust:Trust:

very/ratherrather/notatall

-1%vs.2023+1%vs.2023

Differencesintrustbetweenagegroups

Thediscrepancyintrustbetweenyoungerandolderpeopleisparticularlystrongwhenitcomestodigitaladvertisingformats.

Digitalandtraditionaladvertisingmediawiththehighesttrustdiscrepanciesacrossagegroups

OnlineShop

InfluencerSocialMediaProductRecommendationsVideoAds

42%34%24%

18-3435-5455-69

Traditional

BrandSponsorship46%41%31%

18-3435-5455-69

ProductPlacementCinema

49%46%

3.7%

18-3435-5455-69

Outofhome

49%42%40%

18-3435-5455-69

SourceNielsensurveyofmediausageinGermany,spring2024

Question:Towhatextentdoyoutrustthefollowingrecommendationsorformsofadvertising?(1=very/2=somewhat)

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Womenwithhighertrustinofferbrochures

Menhavegreatertrustinvideoadsonlaptops/PCsbanners,whilewomenaremorelikelytofindofferbrochuresandrecommendationsfromfriendstobecredible.

DigitalLeaflets

(Index:106)

Women's

Recommendationsfromfriends

(Index:105)

overallindex:100

Leaflets

(Index:109)

Videoadson

tablets/

smartphones

(Index:106)

Men's

Videoadsonlaptops/PCs

(Index:110)

overallindex:100

Advertisingbanners(displayadvertising)

(Index:110)

29

Source:NielsensurveyofmediausageinGermany,spring2024;Note:Index100=population

Question:Towhatextentdoyoutrustthefollowingrecommendationsorformsofadvetising?llustrationofthetop2box:1=very/2=somewhat

opyrghtN2024TheNietsenCompany(US),uCConfdentalandpropietany.Donotdstibute

Fearsprevailwhenitcomestopersonalizedadvertising

Althoughthemajoritysaythatadvertisements(whetherpersonalizedornot)areannoying,almostathirdwouldprefertoreceiveonlypersonalizedadvertising.

58%(+3%)

Advertisementsareannoying,whether

personalizedornon-

personalized.

51%(-5%)

Iamafraidthatmycollected

datacouldfallintothewrong

handsthroughpersonal