Germany Televisions Market Report 2024

Examine the German TV market with this report’s data-backed analysis. A portion of consumers are committed to buying a television in the next year, but preferences are changing. Brands will face competition from alternative screen devices as the market faces a realignment over the next few years.

Germany Televisions Market – Current Landscape

Germans are most likely to prioritise good sound quality when buying a new TV. Brands have a clear opportunity to boost TV sales by highlighting and innovating superior sound quality alongside the other features Germans prioritise. In fact, advertising both sound quality and screen size would engage three quarters of Germans.

After a lockdown-induced peak in 2020, the TV market faced a downturn amidst the cost-of-living crisis. Consumers’ financial confidence continues to be fragile, meaning a continued impact on TV sales. A quarter of Germans plan to buy a TV, with some of them prompted to do so by major sport events. As a result, Mintel expects the TV market to grow by 4% in 2024.

Gen Z are more likely to use mobile devices to stream movies and TV shows than a TV, showcasing the threat the TV market faces from alternative screens. While TVs continue to be popular, younger consumers especially use a range of devices for video consumption. This exerts pressure on TV brands by not only limiting TV ownership, but also usage and potentially budget allocation.

TVs hold a distinct advantage compared to competing devices: their in-person social value. 70% of TV owners aged 16-34 consider social events centred around the TV at home to be fun, presenting a strong opportunity for TV brands to showcase their value. For example, by promoting features and use cases that enhance social interaction and leveraging major sporting events, brands can position TVs as more than just larger screens but as essential tools for social engagement.

Germany Televisions – Market Statistics

• Germany television market size: The TV market is at an estimated €3,122m, growing by 4% in 2024. Forecast indicates realignment and challenges ahead caused by competing screen devices and other factors.
• Germany television ownership: 90% of German consumers have a TV in their home, and nearly two-thirds say it’s the most important entertainment device. Younger people aged 16-34 are less likely to own a TV but more likely to consider buying one, representing a growth opportunity for brands.
• Germany TV purchase plans: A quarter of Germans plan to buy a TV in the next 12 months. Targeting younger consumers will be crucial for brands, highlighting connectivity features and social appeal of TVs.

Germany Televisions Market Report – What’s Inside?

Key Topics Analyzed in the Report

• Television market performance, including five-year projections.
• Types of TVs owned.
• Intent to purchase a new TV and how much consumers are willing to pay
• Features that are most important to consumers when choosing a new TV
• Attitudes towards TVs and TV purchases
• TV owner typologies

Report Scope

This Report examines the German consumer market for televisions. The market sizing covers consumer sales of LCD and OLED TVs in Germany, and is based on data from the German trade body gfu.

Meet the Expert Behind the Analysis

Thie report was written by Jan Urbanek. Jan joined Mintel in 2020, writing about consumer and market trends in the German consumer technology sector. During his studies, he gained practical experience in quantitative and qualitative market research and in the marketing of electric vehicles. Jan holds a Master’s degree in Business Administration & Economics from TU Dortmund University.

Amidst consumers’ fragile financial confidence and competitive pressures from other devices, TV brands can leverage their unique social value to drive growth.

Jan Urbanek
Principal Analyst