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Global Trends

TV is still king in entertainment universe

TV is still king in entertainment universe

Germans are spending an average of over four hours watching traditional TV each day proving that linear TV is more popular than ever before, according to a new analysis from ProSiebenSat.1 out this month.

Every month Oliver Dietrich, Director of Creative Ideation, offers his feedback on recent marketing campaigns and what growth companies can learn. This month he takes a look at the all new Nike campaign „Nothing beats a Londoner“

The annual media analysis Media Activity Guide from ProSiebenSat.1 published this month reveals that 14 to 69 year olds in Germany watch an average 248 minutes of linear TV each day, while only looking at online entertainment content for around 97 minutes daily, and they are on social media only for an average of 15 minutes.

TV still popular, media activity guide 2018
(Source:pp. 15, Media Activity Guide 2018)

These latest statistics prove not only that the predicted digital cannibalisation of entertainment content is overstated,but also that advertisers ignore TV at their peril.  And it is not just TV devices which are popular. The analysis from ProSiebenSat.1 reveals that TV content is one of the most commonly streamed / downloaded content on VOD and online video platforms, particularly among the 14 to 49 years age group.

TV also performs consistently well across the age groups. While extremely popular among older age groups  – in the 50 to 69 year old segment, people are spending an average of six hours in front of a screen daily, largely watching linear TV - 14 to 29 year olds are still watching more linear TV (56% of 228 total screen time minutes) than free online videos (24%).

TV use stable, but online on the increase

TV still popular, Media Activitiy Guide 2018

The report found that average usage times for most classical media have remained stable in recent years. In 2014 Germans watched a daily average of 245 minutes of TV with only 3 minutes more in 2018. Radio usage has remained relatively constant too, with only a small drop between 2014 (129 minutes daily) and 2018 (109 minutes daily).

Consumption of online content on the other hand has leapt considerably in the last four years, by over 50%. The reach of online videos has also increased steeply in recent years: in 2014 only every second person in the 14 to 69 age group occasionally watched an online video. In 2018 this figure had risen to 77%.

Smartwatches and voice assistants on the rise

TV still popular, Media Activity Guide 2018

Media Activity Guide 2018 also reported that the proliferation of smartphones, tablets and e-readers has reached saturation point, with 80% of Germans using them and many in a second screen context. But growth potential remains for smartwatches: 17% of Germans have a wearable device in the household, a 19% increase on last year. Smart speakers and voice assistants are popular: just a year after the launch of Amazon Alexa, just under one in ten Germans (8 %) has such a device at home, using it primarily as a daily helper, playing music, and requesting news or weather information.