New eMarketer Forecast: Digital Video Nears Milestone in Germany

According to eMarketer’s latest estimate of digital video adoption in Germany, 2017 will be the first year in which a majority of the country’s population—50.2%, or 41.1 million people—will watch digital video content via any device at least monthly.
As adoption grows, the demographics of the typical digital video viewer are widening. Also, the gap between older people viewing digital content and the younger ones is getting lesser at a very swift pace. It is important for brands to take steps in accordance to change in consumer behavior. However linear Tv is still the country’s most common medium of watching video content.

According to May 2016 polling by BurdaForward, people who viewed digital video via smartphones viewed more frequently than those who watched on any other device. “In terms of viewer numbers, Germany is the second-largest digital video market in Western Europe, behind the UK, and will consolidate that position during eMarketer’s forecast period,” said Karin von Abrams, eMarketer senior analyst.
TV dominates the viewing habits of people in Germany because the older population is changing habits on relatively slower rate. Some 94.2% of Germany’s adult population will view TV at least monthly in 2017, eMarketer predicts. Moreover, there remains a larger-than-average corps of consumers unconverted to viewing on non-TV devices: An April 2016 study by Google and Kantar TNS found 36% of internet users in Germany never watched digital video on non-TV devices—the highest proportion of any country surveyed. However due to smart TV and other devices the link between linear TV programming and the TV set is getting weaker.
A May 2016 study by Bitkom and Deloitte, for one, found that 60% of residents in Germany ages 14 and older who watched digital video at least occasionally had viewed catch-up TV shows from a media library in May 2016, and 39% had seen a current TV show via live stream.
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