The streaming market in Germany is changing rapidly: according to a new study by Rakuten TV, 66 per cent of viewers in Germany already access free, ad-financed services such as AVOD (Advertising Video on Demand) or FAST TV (Free Ad-Supported Streaming TV) at least once a week. Almost a quarter of those surveyed who use such services no longer watch traditional television at all, and just as many do not use paid subscription platforms at all.
Free content on the rise
The study "Unlocking New Audiences", conducted in Germany, Spain, France and Italy, shows that free content is the main driver of the growing use of AVOD and FAST: Free content is the main driver for the growing use of AVOD and FAST. 78 per cent of respondents appreciate free programmes despite advertising, while 62 per cent praise the quality of the films and series on offer. Acceptance of adverts is also high - more than three quarters find them at least not annoying.
New name, clear focus: Rakuten TV Enterprise
In parallel to the study results, Rakuten TV is reorganising its B2B activities. Under the brand Rakuten TV Enterprise the company is now bundling all services for advertisers, content providers, telecommunications companies and publishers. The aim is to simplify the fragmented connected TV (CTV) market and offer advertisers a transparent, measurable and scalable platform.
At the centre CTVision+a premium portfolio of high-quality CTV advertising spaces throughout Europe. Advertising customers can use it to play out campaigns across Europe, while at the same time targeting them locally - including advanced audience targeting and independent verification.
CTV booming throughout Europe
In the other countries surveyed, more than 70 per cent of viewers turn to ad-financed streaming services every week, and almost half have already turned their backs on linear television. This opens up a fast-growing market for brands that promises planning security and reach.
By restructuring and expanding its Enterprise division, Rakuten TV wants to actively shape this development - and at the same time make it easier for advertisers to access a young, advertising-savvy target group.