Observed Signal · Jul 15, 2026 · Research Release · Source: Meedia · Impact: 3/5 · Sentiment: Neutral
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.
AGF platform visibility data informs reach and inventory planning for CTV/streaming and highlights continued prominence of linear TV at power‑on—useful market intelligence for media buyers and broadcasters but not an industry‑shifting technical or policy event.
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Key Takeaways & Evidence Grounding
- AGF Videoforschung conducted a platform study measuring apps directly visible on Smart‑TV user interfaces in Germany.
- Netflix was the most visible app on Smart‑TV UIs at roughly 47% of households with a Smart‑TV interface.
- YouTube was visible on about 41.9% of Smart‑TV user interfaces; Prime Video on about 41.8%.
- When people switch on their TV, 68.2% see linear TV programming while 29.6% see a user interface.
- The sports streamer DAZN is absent from the top 15 most visible Smart‑TV apps in the AGF ranking.
Connected Companies & Entities
13 Entities mapped“Result: 47.7 percent of households with a Smart‑TV user interface see the Netflix app there....”
“The AGF Videoforschung has, as part of its regular platform study, also determined which apps on Smart TVs are 'directly visible' on the use...”
“YouTube appears on 41.9 percent of Smart‑TV user interfaces (YouTube is a Google service)....”
“Prime Video appears on about 41.8 percent of Smart‑TV user interfaces (Prime Video is an Amazon service)....”
“ARD follows with 36.7 percent visibility on Smart‑TV user interfaces....”
“ZDF follows with 32.2 percent visibility on Smart‑TV user interfaces....”
“Disney+ is listed with 26.7 percent visibility in the ranking of most visible Smart‑TV apps....”
“Joyn is listed in the ranking at 21.4 percent and ranks ahead of RTL+....”
“The sports streamer DAZN is completely missing from the top 15 places....”
“RTL+ is listed with 20.4 percent visibility, landing behind Joyn in the ranking....”
“Paramount+ appears in the ranking with 3.7 percent visibility....”
“The article was published on MEEDIA, which reports on the intersection of media and brands....”
“Zattoo appears in the ranking with 2.2 percent visibility....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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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