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[ SPECIAL REPORT
The GAS television market: resilience and growth With about 50 million television households and a population of close to 100 million the German speaking European region including Germany, Austria and parts of Switzerland, the so-called GAS territory is the second largest worldwide in terms of turnover, next to the US TV market. With around 38 million households the German TV market is by far the largest of the three GAS markets in terms of audience acceptance and advertising sales, and in fact one of the leading in the world in terms production volumes, diversity, quality and robustness. Overall, Germans, 14 years and plus, spend an estimated record of 5 hours and 10 minutes a day watching moving images. The majority of this is accounted for by daily television viewing time (age 3+) of 221 minutes per day in 2019. According to the Media Activity Guide 2019 the remaining moving image usage is another 86 minutes, of which 47 minutes are spent for mobile and online video.
GERMAN MARKET AT A GLANCE Daily reach of television marks a record of 51 million viewers or nearly 70 percent of the population in Germany
Total daily viewing time reaches 5 hours and 10 min. with time spent on television, streaming and online and mobile video content
The German TV Market Television remains the most-used medium in Germany: according to AGF Video Research, television programs reach 51 million viewers daily (from 3 years of age), or 67.2 percent of the total population. Within a two-week period, television even reaches 91.5 percent of the population (widest circle of viewers) and thus almost every person in Germany. In 2019 the number of licensed television channels in Germany totaled 442, of which 421 were commercial and 21 public channels. The strength of the German marketing is characterized by tremendously attractive content and channel offerings. According to the Commission on Concentration in the Media (KEK), the 421 private TV channels comprise 256 nationwide private and teleshopping channels as well as 165 nationwide, regional and local TV channels. By the end 2019, the number of Germanlanguage, nationwide private TV stations in Germany consisted of 12 general interest programs, 80 special interest free TV stations, 108 pay TV programs, and 21 teleshopping programs. The Pay TV and paid VoD market in Ger-
By Prof. Dr. Conrad Heberling, Professor for Marketing and Market Research: Film University Babelsberg, Erich Pommer Institute, Potsdam and Berlin School of Popular Arts
many is more diverse than ever before and the demand of Germans for high-quality moving image content continues to grow even during the Corona crisis. Measures to contain the pandemic pose particular challenges for producers, broadcasters and providers alike but also give way to new creativity. The number of pay TV subscribers rose to 8 million last year (2018: 7.8 million) and the pay TV programs researched by AGF reached an average reach of 16.4 million pay TV viewers per month in 2019, an average of 400,000 more than in 2018. In the first half of 2020, there were already an average of 17.1 million pay-TV viewers, and in March 2020, this figure had risen to
GERMANY: AVERAGE DAILY TV VIEWING TIME - IN MINUTES (1997-2019)
First half of 2020: On average 17 million Pay TV users and more than 13 million SVoD consumers in Germany
Pay TV & paid video on demand revenues total EUR 4.5 billion in 2019 in the GAS region compared to EUR 4.0 billion in 2018
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Source: AGF and Statista
www.virtualscreenings.com