Observed Signal · Aug 11, 2026 · Technical Release · Source: DWDL · Impact: 4/5 · Sentiment: Positive
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's public release of convergence metrics and platform usage figures increases transparency in TV+streaming measurement and changes how broadcasters and advertisers can compare and aggregate linear and streaming reach.
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Key Takeaways & Evidence Grounding
- AGF publishes two monthly outputs — a Top‑50 TV‑convergence list and a platform performance overview — typically released around the 25th of the following month.
- Convergence links linear (including 3‑day time‑shift) and streaming attributable to the same program; streaming is measured from 14 days before to 13 days after broadcast and convergence is calculated 21 days post‑airing.
- The Top‑50 is ranked by streaming viewing share and excludes streaming‑only content 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).
- July 2026 (first TV‑convergence release): RTL soaps dominated (Gute Zeiten, schlechte Zeiten ranks 1–23) with a convergent average of ~2.01M; ARD/ZDF platform offerings led ahead of Prime Video.
Connected Companies & Entities
17 Entities mapped“A new analysis by AGF Videoforschung will from now on publish a monthly TV‑convergence hitlist that also takes streaming usage into account....”
“DAZN leads the ranking with the Champions League match between Bayern Munich and Real Madrid, which reached 1.239 million viewers in streami...”
“The ZDF program 'Traumschiff' achieves a total of 5.54 million viewers thanks to its strong linear usage....”
“The new performance overview will allow comparisons of usage intensity between RTL+ and Joyn and against public broadcasters and Prime Video...”
“The article mentions Prime Video; Prime Video is referenced as a streaming offering to be compared — Prime Video is a service of Amazon....”
“Henrik Pabst, Chief Content Officer of ProSiebenSat.1, supported the X+7 idea cited in the article....”
“The article reporting the change is published on DWDL.de....”
“RTL‑Deutschland CEO Stephan Schmitter had advocated switching to the market standard X+7 in a DWDL.de interview....”
Ontology Mapping & Concepts
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AGF: ARD and ZDF Platforms Lead Reach over Prime Video
The AGF has, for the first time, published reach figures for the technical platforms it measures. Monthly reach data show the portals of public broadcasters ARD and ZDF have the largest cumulative reach, ahead of private streaming offerings such as Prime Video. However, a different service ranks highest by usage volume. AGF will now report average daily net reach and cumulative net reach of platforms monthly, increasing transparency for TV and streaming audience measurement.
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.
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.
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