31. May 2021

TV Platforms with App Support – Differences between the German and Swiss Market

In October, we analyzed how many households in Germany own a TV device on which TV apps can be used. Today, we look to the south and compare this with the Swiss market. This is apparently very similar to the German market, but a closer look reveals exciting differences.

Diagram: Percentage of TV-HH with App-enabled TV Device

Proportion of German and Swiss TV households that do not have a TV end device that supports TV applications.

This starts with the fact that TVs with Internet connectivity have gained market share faster in Switzerland than in Germany. More than 20% of Swiss TV households already had a "smart" TV set at the beginning of 2011, two years earlier than in Germany. And the Swiss have bought these devices with more enthusiasm: in 2018, more than 80% already had an Internet-enabled TV set; mathematically, this figure will not be reached in Germany until 2024.

TV Households with App-enabled Operator STB Switzerland/Germany (%)

Proportion of German and Swiss TV households that have a set-top box from a TV platform that supports TV applications and is connected to the Internet.

The decisive factor for these differences: in Switzerland, the large TV providers Swisscom and UPC/sunrise dominate. The costs for TV reception are comparatively high in the neighboring country, but for many years, customers have also received powerful set-top boxes with high-quality software that also supports TV apps. While the current generations of Magenta TV and Giga TV devices can be found in around 20% of TV households in Germany, over 70% of TV households in Switzerland have a current product from the TV platforms.

Smart TV platforms are correspondingly less important in Switzerland. Although Samsung's Tizen dominates even more clearly here, its use is significantly lower due to the importance of the operator platforms described above.

TV Houoseholds with connected Fire TV device Switzerland/Germany(%)

Proportion of German and Swiss TV households that have a Fire TV device connected to the Internet.

Perhaps this is also the reason why Amazon offers its highly successful FireTV product in Germany only sparingly and with limitations in Switzerland. While it is one of the most important platforms for app providers in Germany, it is irrelevant in Switzerland.

TV Households with connected HbbTV Device Switzerland/Germany (%)

Proportion of German and Swiss TV households that have a smart TV with HbbTV support that is connected to the Internet.

Another difference from the German market is the importance of the HbbTV standard. In Germany, this is one of the most important ways for many broadcasters to reach viewers in their living rooms, especially because many households do not have a set-top box that supports TV apps. The great popularity of precisely these platforms, as well as a different media law framework, means that only a few users take advantage of what HbbTV offers. This is despite the fact that the technical penetration of the standard is significantly higher than in neighboring countries.

It is therefore clear that providers of TV apps should analyze their target markets as precisely as possible before making investment decisions. In our analysis of the German market, we showed how critical cooperation with TV platform providers is for success. In Switzerland, this is even more true: if you want to make new offers successful on the big screen, you cannot get around Swisscom and UPC/sunrise.

Technical Reach of TV Platforms with App Support in Switzerland.

Technical reach of the various platforms for TV applications in Switzerland (TV households with at least one compatible end device connected to the Internet).

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About TeraVolt: 

TeraVolt GmbH is an owner-managed agency for enhanced TV, based in Hamburg, Germany. Founded in 2006, TeraVolt specializes in the development of pioneering digital TV experiences. The agency provides its customers with tailor-made solutions, from market-specific consultation to the creation and technical implementation of innovative products. Its product portfolio includes services, consultation and applications in the areas of Managed Platforms, Enhanced TV, Monetization and OTT. With a headquarter based in Hamburg’s beloved Schanzenviertel, TeraVolt consists of a highly experienced management team and 45 strategy, product and technology experts. https://www.teravolt.tv/en/

9. November 2020

Amazon Fire TV is more widespread in Germany than Magenta TV and Android TV – but falls behind in actual use

Hamburg, November 9th, 2020 – The open HbbTV standard, Amazon Fire TV, and Samsung Tizen are most often found in Germans' living rooms. However, when looking at actual usage, the importance of the TV platforms of Telekom, Vodafone, and Sky is already apparent. Meanwhile, the hot topic for the future is Comcast subsidiary Metrological. These are the findings of the updated reach study by TeraVolt GmbH, which the Hamburg-based company conducted with the support of a twelve-member expert panel and the Facit market research institute.

TV App Platforms in Germany 2019-2023

While Amazon Fire TV (4.3 million households) has the third-highest reach behind HbbTV (15.3 million) and Tizen (5.9 million), it falls behind MagentaTV (Deutsche Telekom), Metrological, Foxxum, and Android TV in terms of actual usage. In particular, Metrological, whose solutions are trusted by Sky and Vodafone, is likely to play a significant role in the German TV market.

TeraVolt, for example, forecasts that Metrological will increase its reach by 31 percent annually and climb to second place in terms of actual usage. As a result, Samsung's Tizen is slipping to fourth place, while HbbTV remains the undisputed number one.

TV apps are so relevant because people's usage behavior is constantly changing. Streaming services and TV media libraries are leading to a de-linearization that will intensify in the coming years.

"Vodafone and Sky, as well as Tele Columbus, already rely on Metrological's App Store. The Comcast subsidiary will therefore grow into one of the most important platforms for TV apps in Germany and could even become more important than Tizen and Amazon Fire TV," says Tobias Künkel Managing Partner at TeraVolt, who also attributes a lot of power to Amazon. However: "Amazon is now present with its app-enabled devices in more living rooms than Telekom, Vodafone, Sky, or Google. With its prime offer, Amazon offers a product that enables direct identification, data acquisition, and customer billing. These are important factors for long-term success and customer loyalty.

Background information: Last year, TeraVolt had already investigated in the first version of its reach study how many German households had Amazon Fire TV, HbbTV, and Co. With the update of the study, this reach should now be put in relation to the viewers' actual usage.

About TeraVolt

TeraVolt GmbH is an owner-managed agency for enhanced TV, based in Hamburg, Germany. Founded in 2006, TeraVolt specializes in the development of pioneering digital TV experiences. The agency provides its customers with tailor-made solutions, from market-specific consultation to the creation and technical implementation of innovative products. Its product portfolio includes services, consultation, and applications in the areas of Managed Platforms, Enhanced TV, Monetization, and OTT. With a headquarter based in HamburgTeraVolt consists of a highly experienced management team and 45 strategy, product, and technology experts.  

https://www.teravolt.tv/en/ 

About the reach study

The data in the study is based on meaningful secondary sources. The panel consists of 12 experts working for major private and public broadcasters, established and new TV platforms, associations, and other companies. The statements of the experts were used, in particular, for the interpolation of the data and the forecasts.

17. October 2019

TV Platforms in Germany – how is TV watched in the living room?

In order to provide our customers with the best possible advice, we have combined the available sources on the technical range of the various devices in a market model that has been intensively reviewed and commented on by an expert panel.

Read more