Despite the wide range of streaming platforms , traditional television is not losing popularity with viewers. According to the Consumer Survey 2024 by consultancy Deloitte, 81% of viewers in Germany watch mostly traditional TV. This is only slightly less than three years ago (83%).
In the case of competing streaming platforms, Deloitte experts believe that the phase of rapid growth is over. According to the results of the study, just under two-thirds (64%) of German households have subscribed to a streaming service, the same amount as the previous year and slightly less than in 2022, the year infamous for the coronavirus pandemic.
This year's "Media Consumer Survey", conducted by Deloitte, is based on a survey of TV and video consumption among 2,000 consumers.
Television is an appropriate "secondary medium"
The "predominant consumption of television" mentioned in the study means that the viewers in question spent more than half of their time watching regular TV programmes. In contrast, only 19% of respondents answered that they spend more than half of their relevant time "watching video outside of traditional television".
According to the study's authors, television - against the backdrop of numerous alternative video offerings - appears to be "extremely resilient". They consider TV's strengths to be its vibrancy, its ease of use as a 'secondary medium' and the high loyalty of older viewers.
Frequent switching of subscriptions to streaming services
By contrast, the streaming market is seeing the first signs of saturation. "The tremendous growth that video-on-demand services experienced during the coronavirus has now plateaued," said Sophie Pastowski, one of the study's authors. However, even though the number of users continues not to grow, according to Deloitte, the survey results suggest that one in two customers of streaming services are watching more content than in the previous year.
Deloitte also points to the frequent changes in streaming service providers -subscriptions are only being closed temporarily. Nearly ten percent of survey respondents said they have both closed and cancelled subscriptions in the past year. "The competition for screen time and budgets of TV viewers and video content viewers will be even more intense in the future," added Sophie Pastowski.
The full study is available here.
Source: tagesschau.de
