Advanced TV Study 2026: Connected TV Becomes Primary Viewing Environment

Why It Matters

CTV’s parity with linear TV and strong ad recall signal a shift toward more targeted, measurable advertising, reshaping media buying strategies in the German‑Austrian market.

Key Takeaways

• 94% of German TV households own an internet-enabled TV
• CTV daily viewing time (2h32m) matches linear TV (2h34m)
• Average households use 2.9 paid streaming apps
• 41% of viewers recall CTV ads well; one-third report purchase influence
• 90% of families with children co‑view CTV together

Pulse Analysis

Connected TV’s rapid penetration in Germany and Austria reflects a broader European trend where households are upgrading to internet‑enabled sets. The study’s 2,500‑person survey shows that 94% of German TV homes now have a smart TV, and 91% have connected it, driving daily CTV usage to 2 hours 32 minutes—virtually identical to linear TV consumption. Younger viewers (16‑49) already favor streaming, while older audiences still lean toward broadcast, creating a blended viewing ecosystem that advertisers must navigate.

From an advertising perspective, the data underscores CTV’s growing effectiveness. Two‑thirds of respondents recall seeing ads on CTV, 53% deem them useful, and 41% can remember specific spots. Crucially, roughly one‑third report that CTV ads directly influenced a purchase, a metric that rivals or exceeds many digital channels. The willingness to accept ad‑supported models is also rising, with 76% of paid‑service users open to ads in exchange for free content, indicating a fertile ground for hybrid monetisation strategies.

For marketers, the study highlights three strategic imperatives. First, the app‑driven nature of CTV—averaging 2.9 paid subscriptions per household—offers granular audience segmentation based on app usage and household composition. Second, co‑viewing dynamics, especially in families with children, provide opportunities for brand messaging that resonates across multiple viewers simultaneously. Finally, the parity in viewing time with linear TV means that CTV can now serve as a primary planning vehicle, delivering both reach and higher engagement. Brands that integrate CTV into cross‑platform campaigns are likely to see measurable gains in targeting precision and ROI.