Observed Signal · Jul 16, 2026 · Research Study · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
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.
Provides updated audience consumption metrics and ad-performance signals for video channels useful to media planners and advertisers, but does not announce a platform policy change or major industry shift.
Track Google Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Daily video (Bewegtbild) usage reached 4 hours 33 minutes, 18 minutes more than the previous year.
- The cited study provides data on contact quality of video channels, second-screen usage, and advertising disturbance factors.
- The study describes YouTube as an "underestimated third" among video channels.
- The article references other industry analyses (AGF platform study, Vaunet media usage analysis, OMD & Eye Square analysis, Deloitte Media Consumer Trends 2026, Adobe survey).
Connected Companies & Entities
8 Entities mapped“Und erklärt Youtube zum "unterschätzten Dritten"....”
“IMAGO / photothek AGF-Plattformstudie 2026-I...”
“Analyse von OMD und Eye Square...”
“Deloitte (Screenshot) Media Consumer Trends 2026...”
“Umfrage von Adobe...”
“© dfv Mediengruppe...”
“Title and publisher of the article (HORIZONT Print 29-30/2026)...”
“AGF-Plattformstudie 2026-I...”
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.
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.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.