Observed Signal · Jul 16, 2026 · Study Release · Source: Horizont · Impact: 3/5 · Sentiment: Neutral
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.
The AGF study highlights shifting content discovery pathways (smart-TV UIs, streaming apps, remote buttons) that affect content discoverability, inventory access and monetization for broadcasters, streaming services and TV advertisers in the German market.
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Key Takeaways & Evidence Grounding
- AGF published the 'AGF-Plattformstudie 2026-I' (AGF Platform Study 2026-I).
- 56.2% of Germans use platform (remote control) buttons at least occasionally; the share of frequent use has declined slightly.
- Linear television remains the main entry point to video usage in Germany.
- Smart TV interfaces, streaming apps and direct-selection buttons on remotes are increasingly influencing which content viewers find.
Connected Companies & Entities
4 Entities mapped“With one click to Netflix and co.? 56.2 percent of Germans use platform buttons at least occasionally, but the share of frequent use is decl...”
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“Image credit in the article: IMAGO / photothek....”
“The new AGF platform study shows: Smart TV interfaces, streaming apps and direct-selection buttons on remote controls are increasingly influ...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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