Observed Signal · May 28, 2026 · Technical Release · Source: DWDL · Impact: 3/5 · Sentiment: Positive
AGF extends HbbTV proof-of-concept for TV measurement
Germany’s AGF Videoforschung has extended a proof-of-concept to integrate HbbTV and set‑top‑box usage data into TV audience measurement, a project first announced in May 2025. The test — which ingests data from Sky set‑top boxes and HbbTV devices via a partnership with TV Insight and requires active viewer consent — aims to reduce zero ratings and stabilise measurement in fragmented viewing. AGF reports having consent from over 17 million devices and plans further tests throughout 2026 with parallel tracks toward production. Austria’s AGTT has already included HbbTV usage data (over 1.1 million HbbTV devices) alongside a representative panel since September 2024. AGF CEO Kerstin Niederauer‑Kopf says the hybrid approach is likely the biggest change to TV measurement but expects mainly more stability rather than substantial uplifts in reach metrics.
A major industry measurement body (AGF) is testing integration of HbbTV and set‑top‑box return-path data, which can materially change TV audience stability and measurement methodology in Germany and influence buy/sell metrics for broadcasters and advertisers.
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Key Takeaways & Evidence Grounding
- AGF Videoforschung announced in May 2025 a proof-of-concept to integrate HbbTV data into TV audience measurement.
- The test uses data from Sky set‑top boxes and HbbTV devices collected with TV Insight and requires active consent from viewers.
- AGF extended the test and plans additional testing throughout 2026 with parallel tracks toward production.
- Austria's AGTT has included HbbTV usage data in measurement since September 2024, using data from over 1.1 million HbbTV devices plus a representative panel.
- AGF reports consent from more than 17 million devices (up from 16 million in the prior September) but emphasises the representative panel will remain central.
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AGF Unveils 2028 Hybrid TV Viewing Measurement Revolution
At the AGF Forum in Frankfurt, AGF Videoforschung announced a comprehensive 'System-Upgrade' for TV and video audience measurement, launching in January 2028. The new hybrid model integrates HbbTV return-path data from over 1.7 million devices (expanding to 3.4 million, with potential for up to eight million) with the traditional AGF panel. The system includes five components: HbbTV data integration, standalone CTV reporting with co-viewing, a virtual panel of 800,000 synthetic cases, a new digital data model, and crossmedia campaign measurement for deduplicated net reach. 2027 serves as a transition year. CEO Kerstin Niederauer-Kopf warned that new EU data protection plans could endanger cross-platform reach measurement, despite efforts to reduce bureaucracy. The upgrade aims to better reflect market fragmentation and address zero-ratings.
AGF launches monthly TV‑to‑streaming convergence hitlist
AGF (Arbeitsgemeinschaft Fernsehforschung) issues two monthly public outputs — a Top‑50 'TV‑convergence' ranking and a platform performance overview — typically published around the 25th of the following month. The Top‑50 makes linear and streaming viewing comparable: linear includes three‑day time‑shift, streaming is attributed from 14 days before to 13 days after broadcast, and convergence is calculated 21 days post‑airing; the list is ranked by streaming viewing share and excludes streaming‑only programs and platforms not measured by AGF (e.g., Netflix). The platform overview reports usage volume, cumulative monthly net reach and average daily net reach for AGF‑measured services (examples: RTL+, Joyn, ARD/ZDF, Prime Video). AGF published its first TV‑convergence data for July 2026: RTL soaps dominated (Gute Zeiten, schlechte Zeiten occupied ranks 1–23 with a convergent average ~2.01M), while ARD/ZDF platform offerings ranked ahead of Prime Video.
AGF Platform Study 2026-I: Discovery Shapes TV
The AGF Platform Study 2026-I finds that linear television remains the primary entry point to video consumption in Germany, but smart-TV interfaces, streaming apps and direct-selection buttons on remote controls are increasingly steering which content viewers discover. The study reports that 56.2% of Germans use platform buttons at least occasionally, while the share of frequent users has fallen slightly. The findings highlight shifting gatekeepers in content discovery with implications for broadcasters, streaming services and TV advertisers.
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