- /
- All Industries /
- Technology /
- Hardware /
- Germany Televisions Market Report 2024
Germany Televisions Market Report 2024
- Multiple Report Formats
- Access To Our Clients Portal
- Interactive Databook
- Custom Presentation Tool
When purchasing 2 reports
When purchasing 3 reports
When purchasing 4+ reports
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.
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.
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.
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
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
€ 5,900 – € 24,200
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more€ 2,600
As consumers’ financial situations recover, it is possible to drive growth in the smartwatches market by emphasising how AI can support consumers in achieving their health goals. Venkatesh Modi...
Find out more€ 2,600
48% of Amazon Prime Video users and 37% of Netflix users in Germany use a subscription with ads, underscoring the opportunities for advertisers,...
Find out more€ 2,600
To further grow the smart home technology market in Germany, it will be crucial to include older generations of Germans. Looking ahead, advancements in AI will provide an...
Find out more€ 2,600
Our digital consumer research report Germany shows that the growing prominence of AI will change consumers' digital behaviours, especially when shopping and researching online. Enthusiastic, younger consumers in...
Find out more€ 2,600
Our German app market forecast shows that technological advances in mobile devices and generative AI are transforming apps into personal assistants, giving consumers significant reason to use mobile...
Find out more