{"id":293812,"date":"2021-03-07T05:00:00","date_gmt":"2021-03-07T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/studie-streaming-wars-deutschland-2\/"},"modified":"2023-07-31T06:15:46","modified_gmt":"2023-07-31T06:15:46","slug":"studie-streaming-wars-deutschland-2","status":"publish","type":"post","link":"https:\/\/integralads.com\/de\/insider\/studie-streaming-wars-deutschland-2\/","title":{"rendered":"Studie: Streaming Wars Deutschland"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><\/span><\/span><\/span><\/span><\/p>\n<h3><b>IAS Studie: Trend zu kostenfreien, werbefinanzierten Streaming-Angeboten er\u00f6ffnet Video Advertising neue Potenziale<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Streaming boomt in Deutschland wie noch nie: 69 Prozent der Deutschen schauen inzwischen Netflix, rund jeder Zweite Amazon Prime (46 Prozent). Neben den kostenpflichtigen Streaming-Diensten gewinnen jedoch vor allem die kostenfreien Angebote an Bedeutung: Nahezu zwei Drittel planen bereits ganz konkret, innerhalb der n\u00e4chsten 12 Monate AVOD-Dienste (Advertising-Video-on-Demand), d. h. werbefinanzierte Streaming-Angebote, zu nutzen. F\u00fcr das Video Advertising ergeben sich daraus v\u00f6llig neue M\u00f6glichkeiten, Konsumenten wirksam zu erreichen: \u00dcber drei Viertel (78 Prozent) der Deutschen sind prinzipiell dazu bereit, Werbung anzuschauen, um Zugang zu kostenlosen Streaming-Diensten zu erhalten. Vor allem wenn sie gut gemacht ist und in direktem Zusammenhang mit dem ausgew\u00e4hlten Streaming-Content steht: Mehr als jeder zweite Deutsche (55 Prozent) schaut sich Bewegtbildwerbung bis zum Ende an, wenn sie auf den Inhalt abgestimmt ist. Weniger kontextsensitive Ads werden hingegen nur von 16 Prozent der Konsumenten in voller L\u00e4nge angeschaut. Insgesamt bescheinigen die deutschen Konsumenten der Werbung im Streaming-Umfeld einen h\u00f6heren Werbeeffekt als beim linearen TV: Rund jeder F\u00fcnfte (16 Prozent) gibt an, dass er sich an die im Stream oder Connected TV gesehene Werbung besser erinnern kann. Dies ist das Ergebnis des aktuellen \u201eStreaming Wars Report\u201d von Integral Ad Science, f\u00fcr den mehr als 500 deutsche Konsumenten befragt wurden.<\/span><\/p>\n<h4>Zentrale Aspekte der Studie:<\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zwei Drittel der Deutschen setzen 2021 auf werbefinanzierte Streaming-Angebote.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mehr als jeder Zweite schaut sich kontextsensitive Bewegtbildwerbung im Streaming-Umfeld bis zum Ende an.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Knapp jeder Zweite (48 Prozent) empfindet das Werbeerlebnis bei den kostenfreien Streaming-Diensten deutlich besser als beim klassischen TV<\/span><\/li>\n<\/ul>\n<h4><b>Warum die Deutschen verst\u00e4rkt auf werbefinanzierte Streaming-Angebote setzen<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Mehr als jeder zweite Deutsche (58 Prozent) nutzt schon heute eines der vielen AVOD-Angebote. Ein zentraler Treiber f\u00fcr die verst\u00e4rkte Nutzung ist vor allem die Kostenersparnis: 47 Prozent der Konsumenten setzen auf werbefinanzierte Streaming-Angebote, um Geld zu sparen. 30 Prozent sind sogar der Meinung, dass sie bereits zu viel f\u00fcr abonnierte Streaming-Dienste bezahlen. Abgesehen von den Kosten ist das zus\u00e4tzliche Content-Angebot f\u00fcr knapp ein Drittel (32 Prozent) ein wichtiges Argument, um auf werbefinanzierte Streaming-Dienste zu setzen. Gegen\u00fcber dem linearen TV punkten die kostenfreien Streaming-Dienste nicht zuletzt durch k\u00fcrzere und weniger Werbeunterbrechungen (39 Prozent) und die M\u00f6glichkeit, bestimmte Werbespots zu \u00fcberspringen (29 Prozent). Knapp jeder Zweite (48 Prozent) empfindet das Werbeerlebnis bei den kostenfreien Streaming-Diensten dadurch als deutlich besser als beim klassischen TV.<\/span><\/p>\n<p>Downloaden Sie jetzt die komplette Studie f\u00fcr alle wichtigen Insights. Noch mehr Informationen \u00fcber die zuk\u00fcnftige Trends im Digitalmarketing erfahren Sie in unserem <a href=\"\/it\/insider\/industry-pulse-2021\/\">Blog Post &#8220;Industry Pulse 2021.&#8221;<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>IAS Studie Streaming Wars Deutschland: Trend zu kostenfreien, werbefinanzierten Streaming-Angeboten er\u00f6ffnet Video Advertising neue Potenziale<\/p>\n","protected":false},"author":1,"featured_media":293813,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[86,323,106],"tags":[113],"class_list":["post-293812","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ctv-video-de","category-featured-de","category-studien-reports","tag-studie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Studie: Streaming Wars Deutschland - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/de\/insider\/studie-streaming-wars-deutschland-2\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Studie: Streaming Wars Deutschland\" \/>\n<meta property=\"og:description\" content=\"IAS Studie Streaming Wars Deutschland: Trend zu kostenfreien, werbefinanzierten Streaming-Angeboten er\u00f6ffnet Video Advertising neue Potenziale\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/de\/insider\/studie-streaming-wars-deutschland-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-07T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-31T06:15:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Streaming-Wars_Insider-Article-Header-760-x-480-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/de\\\/insider\\\/studie-streaming-wars-deutschland-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/de\\\/insider\\\/studie-streaming-wars-deutschland-2\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Studie: Streaming Wars Deutschland\",\"datePublished\":\"2021-03-07T05:00:00+00:00\",\"dateModified\":\"2023-07-31T06:15:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/de\\\/insider\\\/studie-streaming-wars-deutschland-2\\\/\"},\"wordCount\":423,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/de\\\/insider\\\/studie-streaming-wars-deutschland-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/Streaming-Wars_Insider-Article-Header-760-x-480-1.png\",\"keywords\":[\"Studie\"],\"articleSection\":[\"CTV &amp; 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