TV streaming in 2022: These trends are revealed in the Zattoo report

The Zattoo TV Streaming Report 2022 reports on television habits, now and in the future. Read our story to find out what marketers need to know about their target group these days.

The Zattoo TV Streaming Report 2022 confirms the trend for TV streaming over other services.
Image: © BullRun / Adobe Stock

The annual Zattoo TV Streaming Report covers key trends in TV habits and on TV services in Germany. An online panel asked 1,000 Internet users from ages 16 to 69 about their TV habits and preferences. We have compiled the key findings for marketers.

TV streaming tops TV services for the first time

It’s been in the offing for years, but it finally happened in 2022. For the first time, streaming TV via the Internet is the most popular way of receiving TV content, with 40% of respondents using at least one of the online TV services, such as IPTV or TV streaming apps. Satellite TV is one percentage point behind, with 39% of respondents, while cable TV – last year’s most popular TV reception format – dropped to third place with 38%. The trend for online TV streaming is set to continue to rise.

A comparison of most used TV reception methods in 2022:

40 %
via internet
39 %
via satellite
38 %
via cable

Marketers should align the focus of their work with the trends accordingly, since watching TV via the Internet tends to offer unique tracking and targeting opportunities. If you want to future proof your advertising strategies, then you need to leverage the specific possibilities provided by connected TV. The Goldbach Advanced TV study confirms the positive effect of advertising in the CTV environment.

Where does your target group watch TV? Media libraries, TV streaming apps and other options

YouTube retains its crown among the various TV and video services via the Internet. A remarkable 64% of respondents use this platform, making it particularly attractive for advertisers. YouTube advertising can be precisely targeted and offers marketers a range of options for reaching their specific target group, including sponsoring videos and using traditional ads.

Broadcasters’ media libraries continue to be very popular with TV streaming watchers - around 49% of respondents use this method.

The various video-on-demand platforms are hugely interesting to advertisers, and they are already being used by 34% of respondents. This sector saw Disney+ achieve the highest growth, 8 percentage points up on the previous year. The TV streaming apps that are now pre-installed on many smart TVs offer significant potential for advertisers – as long as providers like Netflix and Amazon Prime Video open themselves up to advertising in the future.

Watching live TV via the Internet is also becoming more popular, gaining 6 percentage points and now being used by 31% of respondents. This is a new peak value for the continually growing method.

TV services are becoming increasingly digital

The hardware used by TV viewers is becoming increasingly digital and networked. Around two out of every three TV streaming users (64%) now watch programs on an Internet-ready Smart TV, closely followed by laptops and PCs – although these have dropped 4 percentage points to just 43%.

Another interesting finding of the Zattoo TV study relates to future television viewing:

52% of respondents are likely or very likely to access TV services exclusively via the Internet in the future.

Marketers would do well to acknowledge this positive outlook and already start adapting their strategies to these trends today.
You can read more about the interplay between traditional and connected TV in this story.

TV streaming in Austria and Switzerland

While conducting their study, Kantar and Zattoo also questioned 800 Swiss people and 1,000 Austria residents. In Switzerland, streaming TV via the Internet is the clear favorite, with 61% of respondents using this method compared to 40% using cable TV. With 68% of respondents, TV streaming is particularly popular among the French-speaking Swiss, but the score with German-speaking viewers is still a solid 59%.

While Austrians are still more likely to use satellite TV (43%) than TV streaming (37%), the latter is increasingly gaining ground on the shrinking satellite TV segment. Streaming TV via the Internet therefore has huge potential in the Austrian market as well.

For all three countries, the Zattoo TV Streaming Report 2022 makes it clear that marketers must know their target group in great detail so that they can implement the most appropriate measures. Reading the latest studies and reports will help build that knowledge. If you always want to be up to date, then subscribe to our podcast and newsletter!