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CONSUMERS&BRANDSVideo
live
streaming
services:Afreeca
TV
followers
in
GermanyConsumer
InsightsSeptember2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofAfreeca
TVfollowers
inGermany:
whothey
are;
what
theylike;
whatthey
think;
andhow
toreach
them.
Itprovides
insights
on
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56countriesAdditionally,thereport
allows
thereader
toNumberof
respondents:benchmark
Afreeca
TVfollowers
inGermany
(’’brandusers’’)
againstGerman
video
livestreaming
siteusersingeneral
(’’category
users’’),
and
theoverall
Germanonliner,
labelled
as’’all
respondents’’
inthe
charts.•
12,000+
forcountries
with
theextended
survey(including
Germany)•
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
datafrom
theConsumer
InsightsGlobal
survey,
anFieldwork:international
survey
thatcovers
more
than15,000brandsacross
56
countries.•
Continuousfrom
JanuarytoDecember•
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
September
2023Sources:CHAPTER
01Management
summary•
Brand
usage•
Key
insightsAfreecaTV
ranks
outside
the
top
10
of
most
used
video
live
streaming
servicesin
GermanyManagement
summary:
brandusageand
competitionTop10
most
used
videolivestreamingservicesinGermanyYouTube
LiveTwitch60%36%36%Facebook
LiveSteamTV15%Bigo
Live11%10%10%Dailymotion
GamesDLiveCaffeine8%8%8%Vimeo
LivestreamBeyond
LIVE4Notes:"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:
n=1528,
video
live
streaming
site
usersConsumer
Insights
Global
as
of
September
2023Sources:AfreecaTV
followers
in
GermanyManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsAfreeca
TVismore
popularamongMillennials
thanother
video
livestreaming
services.Success
and
career
advancement
arerelatively
important
to
Afreeca
TVfollowers.Itstands
out
that33%
ofAfreeca
TVfollowers
often
havedifficultydistinguishing
advertising
fromcontent.Afreeca
TVfollowers
access
theinternetviaasmartwatch
more
often
thantheaverage
videolive
streaming
site
user.Compared
toothervideo
livestreaming
Gaming
and
eSports
are
relativelyservices,
Afreeca
TVhasarelatively
high
prevalent
interests
of
Afreeca
TV34%
ofAfreeca
TVfollowers
areinnovators
or
early
adopters
ofnewproducts.Onsocial
media,
Afreeca
TVfollowersinteract
with
companies
more
oftenthan
other
video
livestreaming
siteusers.shareof
male
followers.followers.Afreeca
TVhasalarger
shareofMeditation
or
wellness
are
relativelyArelatively
highshare
ofAfreeca
TVfollowers
thinkthatreligious
conflictsareissues
thatneed
to
beaddressed.followers
with
ahighincome
thanother
popularhobbiesamong
Afreeca
TVAfreeca
TVfollowers
remember
seeingadson
blogs
and
forums
more
oftenthan
other
video
livestreaming
siteusers.video
livestreaming
services.followers.Afreeca
TVfollowers
are
more
likely
toliveinlarge
citiesthan
video
livestreaming
siteusers
ingeneral.5Sources:Consumer
Insights
Global
as
of
September
2023CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+AfreecaTV
is
more
popular
among
Millennials
than
other
video
live
streamingservicesDemographic
profile:
generationsAgeof
consumersinGermanyBrand
users28%62%9%
1%Category
usersAllrespondents24%42%27%7%18%34%34%14%Generation
ZMillennialsGeneration
XBaby
Boomers7Notes:’’Howoldareyou?’’;
Single
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";
Multi
Pick;Base:
n=98,
AfreecaTVfollowers,
n=1528,
video
live
streaming
site
users,n=35994,
allrespondentsSources:Consumer
Insights
Global
as
of
September
2023Compared
to
other
video
live
streaming
services,
Afreeca
TV
has
a
relatively
highshare
of
male
followersDemographic
profile:
genderGenderofconsumersinGermanyBrand
users62%38%Category
usersAllrespondents56%44%50%50%MaleFemale8Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
websites
orapps
have
youused
in
the
past12
months
towatch
video
livestreams?";
Multi
Pick;Base:n=98,
AfreecaTVfollowers,n=1528,
video
live
streaming
site
users,n=35994,all
respondentsSources:Consumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
AfreecaTV
followers
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinGermany31%28%25%23%23%22%22%19%18%16%13%12%11%10%9%7%2%2%
2%1%
1%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents9Notes:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:n=98,
AfreecaTV
followers,n=1528,video
live
streaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
2023Sources:AfreecaTV
has
a
larger
share
of
followers
with
a
high
income
than
other
videolive
streaming
servicesDemographic
profile:
incomeShare
ofconsumersinGermany
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users60%20%20%Category
usersAllrespondents37%30%33%33%33%33%HighMiddleLow10
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
towatch
video
livestreams?";Multi
Pick;Base:n=98,
AfreecaTVfollowers,
n=1528,
video
live
streaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
video
live
streaming
site
users,
Afreeca
TV
followers
arerelatively
likely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinGermany
live51%30%29%26%24%23%22%17%10%10%9%8%7%
7%6%4%4%3%3%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents11
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";MultiPick;Base:n=98,
AfreecaTVfollowers,n=1528,
video
live
streaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
2023AfreecaTV
followers
are
more
likely
to
live
in
largecities
than
video
livestreaming
site
users
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinGermany43%29%26%27%24%22%21%20%16%16%12%12%12%11%7%Rural
communitySmall
townMedium-sized
townCategory
usersLarge
cityCitywithover
1million
inhabitantsBrand
usersAllrespondents12
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
websites
orapps
have
youused
in
the
past12
months
to
watch
video
livestreams?";Multi
Pick;
Base:
n=98,
AfreecaTVfollowers,
n=1528,
video
live
streaming
siteusers,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
202312%
of
Afreeca
TV
followers
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinGermanyBrand
users12%84%4%Category
usersAllrespondents10%83%8%7%84%9%YesNoWould
rathernot
say13
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
websites
orapps
have
youused
in
the
past12
months
towatch
video
livestreams?";Multi
Pick;Base:n=98,
AfreecaTVfollowers,n=1528,
videolive
streaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedSuccess
and
career
advancement
are
relatively
important
to
Afreeca
TVfollowersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinGermany53%48%42%42%40%39%39%38%36%32%31%36%36%34%30%30%29%28%29%27%22%24%24%23%20%20%15%12%11%10%TobesuccessfulAhappyrelationshipSafety
andsecurityMaking
myown
decisionsHavingagood
timeAdvancingmy
careerAnhonest
andrespectable
lifeLearningnew
thingsSocial
justiceTraditionsBrand
usersCategory
usersAllrespondents15
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:
n=98,
AfreecaTVfollowers,
n=1528,
video
live
streaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
2023Gaming
and
eSports
are
relatively
prevalent
interests
of
Afreeca
TV
followersConsumer
lifestyle:
main
interestsTop10
interestsofAfreecaTVfollowers
inGermany50%49%43%43%42%40%39%39%37%36%35%30%35%34%34%32%32%32%30%31%31%31%31%31%29%27%27%25%19%11%Science
&technologySportsFamily
&parentingFood
&diningHistoryCareer
&educationGaming
&eSportsHealth
&fitnessMovies,TVshows&musicPolitics&societyandcurrentworld
eventsBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:
n=98,
AfreecaTVfollowers,
n=1528,
video
livestreaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
2023Meditation
or
wellness
are
relatively
popular
hobbies
among
Afreeca
TVfollowersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofAfreecaTVfollowers
inGermany48%47%45%44%40%42%
42%38%38%36%36%36%34%34%34%33%32%
32%31%30%30%29%28%28%28%26%23%20%17%15%OutdooractivitiesSocializingDoing
sportsandfitnessTravelingTech
/computersCars/vehiclesVideo
gamingMeditation/wellnessCooking/bakingPetsBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
websites
orapps
have
youused
in
the
past12
months
towatch
video
livestreams?";Multi
Pick;Base:n=98,
AfreecaTVfollowers,n=1528,
video
livestreaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
2023AfreecaTV
followers
are
more
likely
to
play
American
football
than
other
videolive
streaming
site
usersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofAfreecaTVfollowers
inGermany22%22%20%20%20%20%19%17%18%18%18%17%17%17%18%17%16%16%15%14%13%9%9%9%6%5%3%3%2%2%CyclingAmericanFootball
/FlagFootballBasketballRunning/JoggingBadmintonDancingFitness,aerobics,cardioSwimming/DivingBaseball/SoftballHikingBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;
Base:
n=49,
AfreecaTVfollowers,
n=839,video
live
streaming
site
users,n=17984,
all
respondentsConsumer
Insights
Global
as
of
September
2023AfreecaTV
followers
are
more
likely
to
follow
baseball
than
other
video
livestreaming
site
usersConsumer
lifestyle:
sports
followedTop10
sports
followed
byAfreecaTVfollowers
inGermany26%24%18%18%18%18%13%13%11%11%11%10%10%10%8%8%8%7%7%6%6%5%4%4%3%3%2%2%1%1%AmericanfootballBaseballBasketballSoccerAthletics(track&field)BoxingCricketCyclingField
hockeyGolfBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:n=36,
AfreecaTV
followers,n=590,
video
live
streaming
site
users,n=11368,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
04Consumer
attitudes•
Attitudestowards
onlineadvertising•
Innovation
adoption•
Challenges
facing
thecountry•
Politics20Itstands
out
that
33%
of
AfreecaTV
followers
often
have
difficulty
distinguishingadvertising
from
contentConsumer
attitudes:marketing
&social
mediaAgreementwithstatements
towards
marketing&socialmediainGermany45%42%41%40%33%33%31%29%25%23%
23%20%19%12%8%Idon’tmindadvertising
ifIgetfree
content
inreturnIhaveboughtproducts
Iuseadblockers
whenIoften
havedifficultydistinguishingadvertising
from
contentIdon’tmind
whencompanies
usemy
personal
dataforadvertisingbecause
celebrities
orinfluencers
advertisedthembrowsing
theinternetBrand
usersCategory
usersAllrespondents21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:n=98,
AfreecaTV
followers,n=1528,
video
live
streaming
siteusers,n=5994,
all
respondentsConsumer
Insights
Global
as
of
September
202334%
of
Afreeca
TV
followers
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinGermany47%44%37%37%29%25%16%14%13%12%9%9%5%2%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards22
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
websites
orapps
have
you
used
in
the
past12
months
towatch
video
livestreams?";Multi
Pick;Base:n=98,
AfreecaTVfollowers,n=1528,
video
live
streaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
AfreecaTV
followers
think
that
religious
conflicts
areissues
that
need
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Germany
accordingto
AfreecaTVfollowers39%39%37%37%34%33%36%36%35%35%34%33%33%33%32%30%29%28%25%
26%23%23%22%19%21%21%20%21%14%11%Environment
Unemployment
ImmigrationEconomicsituationHealth
andsocial
securityHousingEducationPovertyReligiousconflictsCivilrightsBrand
usersCategory
usersAllrespondents23
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
websites
orapps
have
youused
in
the
past
12
months
to
watch
video
livestreams?";Multi
Pick;Base:n=98,
AfreecaTV
followers,n=1528,
video
live
streaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
video
live
streaming
site
users,
Afreeca
TV
followers
tend
tohave
more
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinGermanyBrand
users19%34%40%7%Category
usersAllrespondents22%44%43%21%13%22%17%18%LeftCenterRightPrefer
nottoanswer24
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Which
websites
orapps
have
youused
inthe
past
12
months
towatch
video
livestreams?";Multi
Pick;Base:n=98,
AfreecaTV
followers,n=1528,
video
live
streaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
05Marketing
touchpoints•
Internet
usagebydevice•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsAfreecaTV
followers
access
the
internet
via
a
smartwatch
more
often
than
theaverage
video
live
streaming
site
userMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinGermany
use
regularly
toaccesstheinternet92%91%85%65%
65%
65%63%60%59%56%57%55%55%55%51%50%50%48%44%43%35%33%33%33%27%26%24%SmartphoneLaptopSmart
TVGaming
consoleBrand
usersDesktop
PCSmartwatchTabletStreaming
device
Smart
speakersCategory
usersAllrespondents26
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
websites
orapps
have
youused
in
the
past12
months
towatch
video
livestreams?";Multi
Pick;Base:n=98,
AfreecaTVfollowers,n=1528,
video
live
streaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
2023On
social
media,
AfreecaTV
followers
interact
with
companies
more
often
thanother
video
live
streaming
site
usersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinGermany
bytype54%
54%48%48%47%43%43%40%40%40%39%36%36%
36%36%35%32%34%34%34%30%29%19%30%29%27%22%16%18%11%12%7%8%3%2%0%Liked
postsbyotherusersLikedcompanypostsPostedpictures/videosFollowedcompaniesSharedcompanypostsCommented
Sentprivateon
posts
messagesFollowedpeoplePosted
texts/statusSharedpostsbyother
usersIhaveonly
Ihaven’t
usedused
social
social
mediamediaupdatespassivelyBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
websites
orapps
have
you
used
in
the
past12
months
towatch
video
livestreams?";Multi
Pick;
Base:
n=98,
AfreecaTVfollowers,n=1528,
video
live
streaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
2023AfreecaTV
followers
tend
to
go
to
the
movies
more
often
than
video
livestreaming
site
users
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinGermany
havebeen
using
inthepast4weeks79%78%76%67%
66%74%67%64%58%62%56%55%54%53%52%51%47%46%
46%40%28%40%30%38%37%36%
36%36%29%34%22%
18%18%DigitalvideocontentTVMovies
/cinemaRadioDailynewspapersPodcastsMagazinesDigitalmusiccontentOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
websites
orapps
have
youused
in
the
past12
months
to
watch
video
livestreams?";Multi
Pick;
Base:
n=98,
AfreecaTVfollowers,
n=1528,
video
livestreaming
site
users,n=17900,
all
respondentsConsumer
Insights
Global
as
of
September
2023AfreecaTV
followers
remember
seeing
ads
on
blogs
and
forums
more
oftenthan
other
video
live
streaming
site
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereAfreecaTVfollowers
inGermany
havecome
across
digital
advertisinginthepast4weeks51%48%43%42%42%41%40%40%38%38%38%37%37%36%34%33%26%31%31%30%28%28%26%26%24%23%21%19%16%12%Video
portalsNewslettersSearch
engines
Onlinestores
Video
streamingservicesWebsitesandappsof
brandsVideo
gamesBlogs/forumsEditorialwebsitesandappsSocial
mediaBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
websites
orapps
have
youused
in
the
past12
months
towatch
video
livestreams?";Multi
Pick;
Base:
n=98,
AfreecaTVfollowers,n=1528,
video
live
streaming
site
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
September
202345%
of
Afreeca
TV
followers
remember
ads
they
saw
on
TVMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinGermany
havecome
across
non-digital
advertisinginthe
past
4weeks45%44%40%42%42%36%42%40%40%39%39%38%38%38%36%36%27%
26%34%32%26%26%22%14%OnTVDirectly
inthestoreOntheradioInprinteddailynewspapersBy
mailshot
/
AtthemoviesInprintedmagazinesandjournalsOnadvertisingspacesadvertisingmail/cinemaon
the
goBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
websites
orapps
have
youused
in
the
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