Market Insights Advertising & Media Advertising

TV & Video Advertising - Germany

Germany

Ad spending in the TV & Video Advertising market in Germany is forecasted to reach €5.63bn by 2024.
The largest market is Traditional TV Advertising with a market volume of €4.14bn in 2024.
When compared globally, the United States is expected to lead in ad spending with €134.10bn by 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be €59.87 in 2024.
By 2029, the number of TV Viewers in Germany is expected to reach 69.8m users.
Germany's TV & Video Advertising market is experiencing a shift towards digital platforms, with a focus on targeted and interactive campaigns to engage tech-savvy consumers.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Marché

Région

Comparaison de régions

Monnaie

Analyst Opinion

The TV & Video Advertising market in Germany is experiencing significant growth and development. Customer preferences for TV and video advertising have shifted towards digital platforms, driven by the increasing popularity of online streaming services and the rise of mobile devices. This trend is expected to continue in the coming years.

Customer preferences: Customers in Germany are increasingly turning to digital platforms for their TV and video content consumption. Online streaming services such as Netflix and Amazon Prime Video have gained significant traction, offering a wide range of content that can be accessed anytime and anywhere. This shift in customer preferences has led to a rise in digital advertising, as advertisers recognize the potential of reaching a large and engaged audience on these platforms.

Trends in the market: One of the key trends in the TV & Video Advertising market in Germany is the growth of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and online behavior. This targeted approach ensures that ads are shown to the most relevant audience, increasing the effectiveness and efficiency of advertising campaigns. Programmatic advertising is becoming increasingly popular in Germany, as advertisers seek to maximize their return on investment and reach their target audience more effectively. Another trend in the market is the increasing use of mobile devices for video consumption. With the widespread availability of high-speed internet and the growing popularity of smartphones and tablets, more and more people in Germany are watching videos on their mobile devices. This presents a significant opportunity for advertisers to reach consumers on the go, through mobile-specific ad formats such as in-app ads and mobile video ads.

Local special circumstances: Germany has a strong regulatory framework for advertising, which includes strict rules on data protection and consumer privacy. Advertisers in Germany need to ensure that they comply with these regulations when running TV and video advertising campaigns. This includes obtaining explicit consent from users for data collection and processing, and providing clear and transparent information about how data will be used.

Underlying macroeconomic factors: The TV & Video Advertising market in Germany is also influenced by underlying macroeconomic factors. Germany is the largest economy in Europe and has a high standard of living. This provides a strong consumer base for advertisers to target, with a significant purchasing power. The stable economic conditions in Germany also contribute to a favorable business environment for advertisers, with a robust infrastructure and a highly educated workforce. In conclusion, the TV & Video Advertising market in Germany is evolving to meet the changing customer preferences for digital content consumption. The rise of online streaming services and the increasing use of mobile devices are driving the growth of digital advertising in the country. Advertisers are adopting programmatic advertising to target specific audiences more effectively, and mobile advertising is becoming increasingly important. However, advertisers need to navigate the strict regulatory framework in Germany and ensure compliance with data protection regulations. The strong macroeconomic factors in Germany, including a large consumer base and a stable economy, further contribute to the growth and development of the TV & Video Advertising market in the country.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.