👀 CTV Catches Up to Linear TV in Viewership
According to the Advanced TV Study 2026, Connected TV (CTV) in Germany and Austria has nearly reached parity with traditional broadcasting. Users now spend an average of 2 hours and 32 minutes per day within apps—trailing linear TV by only a few minutes.
Key Insights from the DACH Region
- Market Penetration: 94% of households own a Smart TV, with the vast majority of these devices connected to the internet.
- Shared Experience: CTV remains a “family” medium, averaging 2.2 viewers per screen. This figure climbs even higher in households with children.
- App Ecosystem: On average, users actively maintain 2.9 paid subscriptions. However, there is a growing willingness to accept advertising in exchange for free access or reduced subscription fees.
The Impact on Advertising
Smart TV advertising is proving increasingly effective. Half of all viewers find CTV ads useful, while one in three admit that commercials on the big screen directly influenced a purchasing decision.
For advertisers, CTV is becoming the ideal platform: audience engagement is significantly higher because content is selected intentionally rather than simply playing in the background.
Source: Dni Medialogistiki
