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Gemius launches connected TV measurement in Germany

In November 2024, Gemius, a leading provider of cross-media solutions, expanded its research on the German market with the introduction of connected TV measurement. This innovative panel-based measurement solution includes a YouTube streaming application, with Netflix and additional over-the-top (OTT) services to be integrated in the coming months.

Expanding the gemiusAudience measurement with connected TV marks a significant milestone as it represents the first comprehensive cross-media research on the German market, fully integrated with YouTube first-party data. Powered by a single-source solution, gemiusAudience study bridges the gap between linear TV, connected TV, desktop, and mobile devices.

Panel-based data collection

gemiusAudience research is based on a representative panel of the German-speaking population aged 14 and over. The study examines demographic characteristics such as gender, age, education level, and settlement size. The panel includes both PC panelists (4500 individuals) and hardware panelists with personal meters (more than 1000) and now expands to connected TV panel (over 1000 panelists). The new CTV panel serves as an independent data source. Each panel is meticulously weighted to reflect the population structure, ensuring accurate representation of various target groups. Ultimately, all panels are fused to create a Constant Panel that represents full cross-media activity. Gemius is working with Google to enhance gemiusAudience data with valuable YouTube insights.

Benefits for the media market

Thanks to Gemius single-source, passive research measurement, media players have finally gained access to a comprehensive insight into their audience across all media platforms. Proprietary Gemius’ passive single-source measurement covers all media types, channels and all activity, both in-home and out-of-home. This equips marketers, publishers and advertisers with greater capabilities to analyze media content across key platforms in one consolidated interface. gemiusAudience boosted with the new CTV panel enables better data analysis, e.g. helping users identify media overlaps so they can be more effective in planning, buying, and selling of their inventory.

  • For Publishers: Comprehensive insights into their audience across all media platforms.
  • For Advertisers and Agencies: Enhanced ability to plan and purchase advertising space effectively.
  • True single-source, passive research measurement that is covering all media types, all channels and all activity (both in-home and out-of-home)
  • Comprehensive analysis of Real User’s activity on websites and applications across PC and Mobile device types, as well as in-home and out-of-home TV viewing data, and connected TV devices.
  • Holistic and integrated research methodologies, as well as proprietary, internationally recognized methodologies and algorithms
  • Greater capabilities to analyze media content across key platforms in one consolidated e.gemius interface with accurate data, insightful analysis and ability to shape content strategy on a daily basis
  • Enables CTV platform comparability and helps identify overlaps to enable more effective planning, buying, and selling of media

Data analysis insights:

Total audience in Germany aged 14+ on all platforms (PC + Phones + TV + CTV) is 71,44 mln Real Users (RU). The highest share of RU is on TV platform and equals to 68,41 mln RU, followed by PC&Phones with 65,41 mln RU. Audience of YouTube on Connected TV platform is 21,99 mln Real Users in September 2024.

Audience DE website

The highest Average Time Spent is for PC&Phone platform (3d 18h), followed by TV platform (2d 1h). ATS for YouTube on Connected TV Platform is 1d 2h and ATV is 8h 42s.

Viewer structure for YouTube on CTV platform:

Data shows that in Germany there are more male YouTube users on CTV than female ones (12 mln vs 10 mln Real Users). The audience breakdown is 54% for male audience and 46% female audience. Men also watch YouTube on CTV longer than women (1d 7h vs 19h 15m).

Audience DE website (1)

80% of the audience on YouTube CTV platform is within the age group 14-54

Audience DE website (2)

“The introduction of Connected TV measurement in Germany is a breakthrough for the media industry. For the first time, brands and broadcasters can access detailed insights from platforms like YouTube and Netflix, alongside traditional TV, desktop, and mobile. This single-source solution empowers them to make smarter decisions, optimize their campaigns, and maximize ROI, reshaping how media is measured in this market." –

comments Jakub Wysoczanski, CEO of Gemius Germany