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Online-TV Market Professionalises, Mobile Use Increases

MUNICH and BERLIN, December 11, 2012 /PRNewswire/ --

According to a new study on Internet TV, there are currently 1,424 online-TV services in Germany, with 194 million daily video hits. The number of people accessing videos has increased by 17% compared to 2011. The mobile use of online TV has also increased: Every fifth video hit occurs via mobile devices.

The online-TV market in Germany is consolidating and gains continuing professionalism, with growing marketing opportunities. In this context, 78% of the videos are produced in-house.

In order to make the online-TV market structure more transparent, Berlin strategy consultant Goldmedia was commissioned by BLM (Bavarian Regulatory Authority for Commercial Broadcasting) to produce "Web TV Monitor 2012", based on a survey of primary data research on all German online-TV providers.

The number of video hits has increased significantly. At live sports events, such as the Olympic Games 2012 in London, new viewing records with live-streaming and catch-up TV could be recorded in the web. For VoD, experts predict a stronger growth compared to linear online TV. Furthermore, the average viewing duration for VoD has risen from 9 minutes (2011) to currently 11 minutes, for live-streaming from 25 to 28 minutes.

Meanwhile, every second online-TV provider has a mobile app or an optimised website for mobile devices. Currently, 18% of the video hits are achieved via tablets and smartphones compared to 11% in 2011.

Hybrid TV via home TV, due to the spread of devices, is also gaining significance. The number of total hits of online-TV services via smart or hybrid TV was 5% in 2012, the providers themselves predict a rise to 16% by 2016.

While 72% of all videos of an online-TV channel were seen via the online-TV website itself in 2011, it is only 67% in 2012. This goes along with the increasing importance of social networks, particularly YouTube and Facebook. Altogether, they generated 25% of the total hits in 2012 (status: beginning of October 2012).

Source: Study of Goldmedia/BLM: "Web TV Monitor 2012"

short version for free: http://www.Goldmedia.com

Press contact: Goldmedia GmbH: Katrin Penzel, +49-30-246-266-0, Katrin.Penzel@Goldmedia.de


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Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

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