Observed Signal · Jul 15, 2026 · Research Study Release · Source: DWDL · Impact: 3/5 · Sentiment: Positive
Netflix Most Visible App on Smart TV Interfaces
A new AGF Videoforschung platform study (with >2,500 Kantar interviews conducted between February and April) links Smart TV technical default settings with viewer navigation to map TV user journeys in Germany. Key findings: turning on TVs still happens almost exclusively via remote control (96.8%); most households first see live TV (68.2%) while 29.6% see a user interface requiring further action; Netflix is the single most-visible app on Smart TV home screens (47.4%), and 54.0% of respondents have at least one remote direct-access button for streaming services. The study also shows younger viewers more often start viewing sessions directly in streaming services, and that access to broadcaster catch-up apps is migrating from Red Button to internet menus or app tiles.
The AGF platform study provides actionable audience- and device-level insights about Smart TV UX, app visibility, and remote-button access — important for CTV distribution, publisher reach planning, and streaming ad strategies, but it is a market study rather than a major platform policy or technical release.
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Key Takeaways & Evidence Grounding
- AGF Videoforschung linked technical Smart TV defaults with viewer navigation using a platform study; Kantar conducted more than 2,500 interviews between February and April.
- 96.8% of respondents switch on their TV using a traditional remote control; smartphone apps (1.0%) and voice control (0.6%) are marginal.
- Netflix is visible on 47.4% of Smart-TV user interfaces; YouTube (41.9%) and Prime Video (41.8%) follow.
- 54.0% of respondents have at least one direct-access remote button for streaming or online offers (up from 46.7% previously); a Netflix remote button is present on 52.3% of remotes.
- 79.2% of people usually start with live TV after switching on; 26.8% typically start directly with a streaming service (higher among 14–29 year olds: 48.6%).
Connected Companies & Entities
11 Entities mapped“Most frequently, Netflix is visible on the user interface of Smart TVs (47.4 percent)....”
“For many years AGF Videoforschung has examined the development of television usage in Germany within its platform study; the latest study fi...”
“For the investigation the market research institute Kantar conducted more than 2,500 interviews between February and April....”
“YouTube is visible on 41.9 percent of Smart-TV surfaces, making it the second most-visible app....”
“Prime Video appears on 41.8 percent of Smart-TV user interfaces....”
“The ARD Mediathek is directly visible on 36.7 percent of Smart-TV surfaces....”
“The streaming portal of ZDF is directly visible on 32.2 percent of Smart-TV surfaces....”
“Joyn is directly visible on 21.4 percent of Smart-TV surfaces (lower than Netflix, YouTube, Prime Video, and Disney+)....”
“Disney+ is directly visible on 26.7 percent of Smart-TV surfaces, ahead of RTL+ and Joyn in that metric....”
“HBO Max, launched earlier this year, is visible on 1.7 percent of Smart-TV user interfaces according to this count....”
“HBO Max, launched earlier this year, is visible on 1.7 percent of Smart-TV user interfaces according to this count....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Netflix, YouTube Most Visible Smart‑TV Apps
An AGF Videoforschung platform study in Germany measured which apps are directly visible on Smart‑TV user interfaces. The study found Netflix as the most visible app (around 47%), followed by YouTube (≈41.9%) and Prime Video (≈41.8%). Public broadcasters ARD and ZDF also rank among the top visible tiles. Despite app visibility on home screens, most viewers still see a linear TV channel when they switch on their set: 68.2% encounter live linear programming on power‑on versus 29.6% who see a TV user interface. The sports streamer DAZN does not appear among the top 15 most visible apps in the ranking.
Smart‑TV Homescreen Becomes a CTV Planning Metric
Samsung Ads' Behind the Screens 2026 report—based on first‑party telemetry from over 73 million connected Samsung TVs in Europe and a survey of 15,000 Smart‑TV owners across Germany, UK, France, Italy and Spain—finds the Smart‑TV homescreen is emerging as a central entry point for viewers. The study reports rising app activity (German app starts rose 5% to 4.83 billion; EU5 app starts up 8% to 18.4 billion) and shows viewers often choose content by title rather than platform. Key implications for advertisers: planning must account for usage that converges on the same device across linear TV, streaming, gaming and app surfaces; AVOD is growing; younger viewers use more apps and move between services; and a small share of households still accounts for most linear TV consumption.
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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