Observed Signal · Jul 16, 2026 · Study Release · Source: Meedia · Impact: 3/5 · Sentiment: Neutral
Record Screen Time; Attention, Not Reach, Drives Ad Effectiveness
A BurdaVerlag study (ninth edition of 'Screens in Motion') finds Germans now spend a record 4 hours 33 minutes per day on moving-image content. The YouGov-surveyed study of 2,000 people shows classic linear TV remains the most-used offering (65% monthly reach) while streaming subscriptions reach 60% and YouTube 41%. However, two-thirds of respondents use a second screen during viewing, reducing ad attention. Only 7% rate personalized advertising as disturbing. The study concludes advertisers must prioritise quality and attention of ad contacts over pure reach, as long ad breaks and frequent repetition harm viewer perception and brand response.
A large, publisher-commissioned consumer study reporting record screen time and shifts from reach to attention affects media planning, measurement and creative strategy across TV, streaming and digital video—relevant for advertisers, publishers and measurement vendors but not an industry-changing platform or policy event.
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Key Takeaways & Evidence Grounding
- Average daily moving-image (Bewegtbild) usage in Germany rose to 4 hours 33 minutes per day, an increase of 18 minutes year-on-year.
- The ninth edition of the 'Screens in Motion' study was commissioned by BurdaVerlag / TV Spielfilm Plus and surveyed 2,000 people aged 16+ via YouGov.
- Monthly usage: classic linear TV 65%, streaming subscriptions 60%, YouTube 41%; streaming use grows notably among people over 50 while public broadcasters' mediatheks decline slightly.
- Two-thirds of respondents regularly use a second screen while watching TV or streaming; attention to commercials falls as a result.
- Only 7% of respondents find personalized advertising disturbing; long ad blocks and frequent repetition are rated as particularly annoying and can negatively affect perception of streaming providers and advertised brands.
Connected Companies & Entities
8 Entities mapped“for which YouGov surveyed 2,000 people aged 16 and over for the investigation commissioned by Burda....”
“MEEDIA is the publisher of the article and is referenced in the text (e.g., 'as MEEDIA repeatedly reports')....”
“cookie table lists '__cf_bm' with creator 'CloudFlare' in the site's cookie details....”
“cookie entries such as '_webcare_consentid', 'cookieconsent_mode' and 'cookieconsent_status' list 'DataReporter GmbH' as creator....”
“cookie list includes Google cookies ('_ga', '_ga_(GA4-ID)') and NID, identified as Google in the cookie details....”
“cookie list includes 'bcookie', 'li_gc', 'lidc' and domain 'linkedin.com' indicating LinkedIn in the cookie details....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Study: Ad market shifts between TV, streaming and YouTube
The ninth edition of the Screens in Motion study from TV Spielfilm Plus (Burda Verlag), based on an online survey of 2,000 Germans aged 16+ conducted by YouGov in March 2026, finds daily video consumption at a new high of 4 hours 33 minutes. Linear TV remains the most used channel (65% monthly) but is losing reach among younger viewers, while streaming subscriptions reach 60% monthly. YouTube is described as a hybrid between streaming and social media with 41% monthly usage. Attention varies by channel (TV 65% attentive, social media 55%), two-thirds of respondents often use a second screen, and personalized ads are least perceived as disturbing (7%). The study highlights market diversification and the need for advertisers to account for context, second-screen behavior and relevancy.
Study: Video Channels Vary Strongly in Performance
A July 16, 2026 study finds daily video consumption in Germany reached a record 4 hours 33 minutes (up 18 minutes year-on-year). The research delivers fresh metrics on channel contact quality, second-screen behaviour, and factors that disrupt advertising, and characterises YouTube as an "underestimated third" among video channels. The article references related industry analyses and reports from organizations such as AGF, Vaunet, OMD, Eye Square, Deloitte and Adobe.
Streaming Ads Capture Four Times More Viewer Attention
A new study by media measurement firm Amplified and the Video Futures Collective (VFC) finds that ads on streaming platforms command substantially more viewer attention than ads on social feeds. The research reports streaming ads hold viewer focus for nearly 80% of an ad’s runtime versus about 20% in other digital environments, and attention on scrollable social feeds drops to roughly 25% by the four-second mark. VFC’s Toby Dewar attributes the gap to platform design — social feeds encourage rapid content switching while streaming delivers a "lean-in" viewing experience. The findings challenge raw "views" metrics and suggest advertisers should weigh attention quality to reduce wasted spend on brief glances.
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