Observed Signal · Jul 17, 2026 · Market Research Study · Source: Adzine · Impact: 2/5 · Sentiment: Neutral
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.
Representative, recent German study with detailed audience, attention and platform usage metrics useful for media planning; informative but not a major industry-changing announcement.
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Key Takeaways & Evidence Grounding
- Screens in Motion (9th edition) by TV Spielfilm Plus / Burda Verlag is based on an online survey of 2,000 people aged 16+ conducted by YouGov in March 2026.
- Daily moving-image usage reaches 4 hours and 33 minutes (an increase of 18 minutes year-over-year).
- Monthly usage: linear TV 65%, streaming subscriptions 60%, YouTube 41%; public broadcaster mediatheks 43%, video portals 42%, social media 38%.
- Two-thirds of respondents regularly use a second screen during video consumption; 84% of under-30s frequently use a second device.
- Attention metrics: linear TV 65% attentive usage; social media 55% attentive usage; personalized advertising is perceived as least disturbing (7%).
Connected Companies & Entities
6 Entities mapped“The current edition is based on an online survey of 2,000 people aged 16+, conducted by YouGov in March 2026....”
“Streaming offers with ad models perform better: on Disney+ and Netflix with ads about one third rate the ad inserts as annoying....”
“Streaming offers with ad models perform better: on Disney+ and Netflix with ads about one third rate the ad inserts as annoying....”
“Another development shows the growing importance of Youtube in the video market....”
“EVENT TIP ADZINE Live - ADZINE CONNECT Video 2026 on 12 November 2026, 09:30 am....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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.
YouTube Reigns Supreme in Germany's Media Landscape 2025
Germany’s ARD/ZDF Medienstudie 2025 finds digital offerings reshaping consumption while traditional linear media remain central. YouTube is the dominant video platform, reaching 72% of people aged 14+. Public-service broadcasters ARD/ZDF/Arte/3sat mediatheken reach over 60%, ahead of Netflix and Amazon Prime Video at around 50% each. On average, Germans use 2.5 video streaming platforms, with 85% using more than one. Podcast listening is rising, especially among older cohorts: regular use among 50–69-year-olds up 4 percentage points to 25%; among 70+ up 5 points to 14%; 14–29-year-olds remain most active at 48%. Daily podcast reach increases by 3 points to 14%. Social media usage stands at 63% for 14+; Instagram leads at 40%, followed by Facebook (31%) and TikTok (20%). Cross-platform daily reach remains 98%, and average daily media use is 6.5 hours per person. The study also introduces Medienswift for analysis and year-on-year comparisons.
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