2024
9
Germany Televisions Market Report 2024
2024-08-05T15:01:29+01:00
REPDFC475E1_9637_44D7_B9F0_EDE1BEF447C2
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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…
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  8. Germany Televisions Market Report 2024

Germany Televisions Market Report 2024

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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 AnalystJan Urbanek
Principal Analyst

  1. EXECUTIVE SUMMARY

    • The five year outlook for televisions
    • Market context
    • Video consumption is popular in Germany
    • Graph 1: paid-for/free media formats used at least once a week, by generation, 2024
    • Competition for TVs coming from other screen devices
    • Graph 2: devices typically used to watch a TV show/film on a video streaming service, by age, 2024
    • Mintel predicts
    • Stabilising prices and a boost from sporting events will stabilise the TV market
    • 2024 and a return to growth for the TV market
    • Opportunities
    • Leverage the social value of TVs with a younger audience
    • Tap into the 4K upgrade potential in Germany
    • Appeal to Germans by promoting the sound quality of TVs
    • Graph 3: prioritised features when buying a new TV, 2024
    • Leverage aesthetics when advertising higher-priced TVs
    • Competitive context
    • Opportunities amid Samsung’s dominance in the German TV market
    • Graph 4: brands of TV in the household, 2024
  2. MARKET DRIVERS

    • The German economy
    • Inflation aftermath
    • Financial confidence will further limit TV purchases
    • Video viewing habits
    • Video consumption is popular in Germany
    • Graph 5: paid-for/free media formats used at least once a week, by generation, 2024
    • Address the complex video consumption habits of consumers
    • Mobile devices outrank TVs as streaming devices among Gen Z
    • Graph 6: devices typically used to watch a TV show/film on a video streaming service, by age, 2024
    • Compete with portable screens
    • Gaming
    • Advances with gaming technology will drive TV demand
    • Graph 7: devices used to play video games at least once a week, by age, 2023
    • Virtual reality
    • Immersive tech could challenge TVs in the long run
    • Apple positions the Vision Pro as the future of screens
  3. WHAT CONSUMERS WANT AND WHY

    • TV ownership
    • TVs remain popular – but are facing challenges
    • Address the complex expectations of the younger growth target group
    • Graph 8: TV, projector & VR headset household ownership, by age, 2024
    • Freestyle: Samsung pinpoints the flexibility of its projector as a TV alternative
    • Type of TV owned
    • Tap into the 4K upgrade potential in Germany
    • Graph 9: type of TV owned, 2024
    • Capitalise on the 4K gap among older generations
    • Graph 10: type of TV owned, by generation, 2024
    • 8K to remain niche for the foreseeable future…
    • …but brands have opportunities to promote them as status symbols
    • Plans to buy a TV in the next 12 months
    • TV purchase intentions offer growth opportunities
    • Targeting the household: families hold potential for new set purchases
    • Graph 11: planning to buy a TV in the next 12 months, by parental and family status, 2024
    • Leverage the social value of TVs with a younger audience
    • How brands can emphasise the social value of TVs for 16-34s
    • Leverage younger men’s interest in sports events
    • Hisense as the tech sponsor for the Euro 2024
    • TV spending intentions
    • Opportunities with all price segments for brands on the German TV market
    • Graph 12: highest amount willing to spend on a new TV, 2024
    • Show how premium TVs tick all the boxes
    • Graph 13: prioritised features when buying a new TV, by willingness to pay for a TV, 2024
    • Promote sound quality when targeting mid-ranged TV buyers
    • Highlight aesthetics when advertising high-end TVs
    • TV brand owned
    • Opportunities amid Samsung’s dominance in the German TV market
    • Graph 14: brands of TV in the household, 2024
    • Resonate with Amazon customers by promoting connectivity features
    • Graph 15: repertoire of TV brands owned, by TV brand owned, 2024
    • Important features when buying a new TV
    • Appeal to Germans by advertising the sound quality of TVs
    • Graph 16: prioritised features when buying a new TV, 2024
    • Make sound, size and energy efficiency key advertising messages
    • Cater to Germans’ demand for energy-efficient TVs
    • Leverage generational differences for targeted marketing
    • Graph 17: prioritised features when buying a new TV, by generation, 2024
    • Tap into the appeal of disguised TVs among 25-34s
    • Samsung carved out a niche with concealed TVs
    • Appeal to Amazon Fire TV owners with disguise features
    • Graph 18: prioritisation of option to hide TV while not in use when buying new TV, by brands of TV owned, 2024
    • LG taps into transparent TVs
    • TV consumer segments
    • German TV owner typologies
    • Overview of the German TV owner typologies
    • Group 1: the Tech Enthusiasts (22%)
    • Graph 19: age profile of Tech Enthusiasts, 2024
    • Showcase a blend of features and affordability to win the Tech Enthusiasts
    • Group 2: the Potential Spenders (22%)
    • Graph 20: age profile of Potential Spenders, 2024
    • Focus on promoting enhanced experiences to encourage Potential Spenders to upgrade
    • Group 3: the Utility Seekers (23%)
    • Graph 21: age profile of Utility Seekers, 2024
    • Win over Utility Seekers by promoting the experience boost of entry-level 4K TVs
    • Group 4: the Disengaged (27%)
    • Graph 22: age profile of the Disengaged, 2024
  4. LAUNCH ACTIVITY AND INNOVATION

    • Sony’s 2024 flagship TV uses new mini LED tech as it ups the brightness capability of its sets
    • Sony’s flagship 2024 uses new mini LED tech as it ups the brightness capability of its sets
    • TV industry taps into cloud gaming
    • Samsung promotes the cloud gaming capabilities of its TVs
    • Samsung promotes AI capabilities of smart TVs…
    • …and introduces new lifestyle range, featuring transparent and upgraded safety features
    • Brands look to promote TVs as smart home hubs
    • LG promotes the five-year OS update support of its TVs
  5. MARKET SIZE AND FORECAST

    • Lower inflation and a boost from sporting events helps stabilise the TV market
    • Short term: benefiting from major sports events
    • Mid-to-long term: market realignment amid challenges
  6. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Products covered in this Report
    • Abbreviations
    • Consumer research methodology
    • A note on language
    • Appendix – market size and central forecast methodology
    • Forecast methodology
    • Forecast methodology – fan chart
    • Market size – value
    • Market forecast and prediction intervals – value

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