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subscriptions:

Freenet

TVcustomers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFreenet

TVcustomers

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

Freenet

TVcustomers

in

Germany

(’’brandusers’’)

againstGerman

payTVsubscribers

ingeneral(’’category

users’’),

and

theoverall

German

consumer,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

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsFreenet

TV

is

the

eighth

most

used

TV

subscription

service

in

Germany

withVodafone

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

TVsubscriptionservicesinGermanyVodafoneMagentaTVSky25%21%14%1&110%Deutsche

Glasfaser

TVwaipu.tv6%5%Pyur3%3%Freenet

TVJoyn3%Unitymedia/Easy2%4Notes:"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=3,329

pay

TVsubscribersConsumer

Insights

Global

as

of

October

2024Sources:The

market

share

of

Freenet

TV

has

stayed

fairly

similar

compared

to

2023

Q2Management

summary:

brandusagetimelineTimeline

of

payTVsubscribers

usingFreenetTV3%3%3%3%3%3%2023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=47

-

104

FreenetTVcustomers,n=1558

-

3329

pay

TVsubscribersConsumer

Insights

Global

as

of

October

2024Sources:Freenet

TV

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsFreenet

TVismore

popularamongMillennials

thanother

TVsubscriptionservices.Ahappy

relationship

isless

important

to

Itstands

out

that33%

ofFreenet

TVLinkedInismore

popularamongFreenet

TVcustomers

thantheaveragepayTVsubscriber.Freenet

TVcustomers

thantootherpayTVsubscribers.customers

prefer

to

own

hardcopies

offilms,books

or

music.Freenet

TVismore

popularamong

male

Freenet

TVcustomers

havesimilar18%

ofFreenet

TVcustomers

are

inthelatemajority

ofinnovation

adoptertypes.Freenet

TVcustomers

remember

seeingadsinvideo

portalslessoften

thanother

payTVsubscribers.payTVsubscribers

than

female

payTVsubscribers.interests

ascustomers

ofother

TVsubscription

services.Freenet

TVhasalarger

shareofcustomers

with

ahigh

income

thanother

TVsubscription

services.Carsor

vehicles

are

relatively

popularhobbiesamong

Freenet

TVcustomers.Arelatively

highshare

ofFreenet

TVcustomers

thinkthatreligious

conflictsareissues

thatneed

to

beaddressed.Freenet

TVcustomers

aremore

likely

toliveincities

withover

1millioninhabitants

than

payTVsubscribers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Freenet

TV

is

more

popular

among

Millennials

than

other

TV

subscriptionservicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users19%21%21%46%29%6%Category

usersAllrespondents36%32%11%33%35%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:n=94

FreenetTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Freenet

TV

is

more

popular

among

male

pay

TV

subscribers

than

female

pay

TVsubscribersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users57%43%Category

usersAllrespondents50%50%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=94

FreenetTVcustomers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Freenet

TV

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany30%28%25%

25%24%22%19%18%17%16%13%13%12%10%9%4%2%2%

1%2%

2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaidTVsubscription

(cable/satellite)?";

Single

Pick;Base:n=94

FreenetTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Freenet

TV

has

a

larger

share

of

customers

with

a

high

income

than

other

TVsubscription

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users49%26%25%Category

usersAllrespondents39%31%30%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=94

FreenetTVcustomers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

pay

TV

subscribers,

Freenet

TV

customers

are

relatively

likelyto

live

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live32%29%28%27%26%24%24%20%17%9%

9%9%8%7%7%6%4%4%3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:

n=94

FreenetTVcustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Freenet

TV

customers

are

more

likely

to

live

in

cities

with

over

1

millioninhabitants

than

pay

TV

subscribers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany42%25%24%24%

24%24%22%21%17%16%14%13%13%11%10%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:

n=94

FreenetTVcustomers,n=3,329

pay

TV

subscribers,

n=35,917all

respondentsConsumer

Insights

Global

as

of

October

202414%

of

Freenet

TV

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users14%78%9%8%9%Category

usersAllrespondents8%84%7%84%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"With

which

company

do

youcurrently

have

a

paid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:

n=94

FreenetTV

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

Freenet

TV

customers

than

to

otherpay

TV

subscribersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%52%41%42%38%43%42%41%41%33%36%

36%35%32%29%27%31%29%28%26%22%22%21%21%20%12%14%13%12%11%Anhonest

andrespectable

lifeHavingagood

timeSafety

andsecurityMaking

myown

decisionsTobesuccessfulAhappyrelationshipSocial

justiceLearningnew

thingsTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:n=94

FreenetTVcustomers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Freenet

TV

customers

have

similar

interests

ascustomers

of

other

TVsubscription

servicesConsumer

lifestyle:

main

interestsTop10

interestsofFreenetTVcustomersinGermany50%49%48%48%42%

43%38%42%39%40%38%36%30%33%30%28%29%27%26%30%30%30%29%28%28%28%27%26%26%23%Movies,TVshows&musicTravelFood

&diningHealth

&fitnessScience

&technologySportsFashion&beautyHistoryCareer

&educationFinance&economyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=94

FreenetTVcustomers,n=3,329

pay

TVsubscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Cars

or

vehicles

are

relatively

popular

hobbies

amongFreenet

TV

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFreenetTVcustomersinGermany46%45%43%42%40%38%38%

38%38%37%36%36%34%32%32%31%27%27%30%29%29%

28%27%27%26%24%24%23%21%18%SocializingOutdooractivitiesTravelingShoppingReadingTech

/computersVideo

gamingCooking/bakingGardeningandplantsCars/vehiclesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"With

which

company

do

youcurrently

have

a

paid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=94

FreenetTV

customers,n=3,329

pay

TVsubscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Freenet

TV

customers

play

basketballConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFreenetTVcustomers

inGermany21%20%20%19%19%18%16%15%15%15%14%14%13%10%13%13%12%12%10%9%9%8%

8%7%7%7%6%6%6%6%HikingRunning/joggingSoccerFitness,aerobics,

cardioBasketballDancingBadmintonSwimming/DivingCyclingYoga

/pilatesBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:n=40

FreenetTVcustomers,n=3329

payTVsubscribers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Freenet

TV

customers

are

more

likely

to

follow

basketball

than

other

pay

TVsubscribersConsumer

lifestyle:

sports

followedTop10

sports

followed

byFreenet

TVcustomers

inGermany30%26%20%15%12%12%10%10%9%9%9%9%8%8%8%8%7%7%7%7%7%7%7%6%6%

6%6%6%5%4%SoccerBasketballAmericanfootballBoxingIceHockeyAthletics(track&

field)MotorsportsTennisCyclingSwimming/divingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=28

FreenetTVcustomers,n=3329

pay

TVsubscribers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

33%

of

Freenet

TV

customers

prefer

to

own

hard

copies

offilms,

books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany51%50%47%46%46%44%43%40%37%34%34%33%32%27%26%Iwant

to

access

mymusic/movies

onallmy

togetthebestimageItisimportant

tomeDigitalservices

allowme

to

discover

newandexcitingcontentItistooexpensive

toafford

allthe

streamingservices

thatIwantIprefer

toown

hardcopies

of

films,devices

(TV,andsoundqualitybooks

or

musicsmartphone,

tablet,etc.)(e.g.,DVD,

CD,vinyl)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=94

FreenetTVcustomers,

n=3,329

pay

TVsubscribers,

n=5,989all

respondentsConsumer

Insights

Global

as

of

October

202418%

of

Freenet

TV

customers

are

in

the

late

majority

of

innovation

adoptertypesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany42%41%37%36%31%23%18%17%15%13%12%9%2%Innovators1%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"With

which

company

do

youcurrently

have

a

paid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:

n=94

FreenetTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Freenet

TV

customers

think

that

religious

conflicts

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

FreenetTVcustomers50%47%44%43%38%

38%38%

37%36%35%33%34%33%28%32%28%33%31%31%31%29%28%28%27%26%24%23%23%17%17%EnvironmentHealth

andsocial

securityHousingClimatechange

ImmigrationPovertyEducationRising

prices/inflation/cost

of

livingEconomicsituationReligiousconflictsBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

SinglePick;Base:n=94

FreenetTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

pay

TV

subscribers,

Freenet

TV

customers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users17%18%19%32%36%15%16%Category

usersAllrespondents43%23%41%20%19%LeftCenterRightPrefer

nottoanswer25

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;"With

which

company

do

you

currently

haveapaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=94

FreenetTVcustomers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

Freenet

TV

customers

than

the

average

pay

TVsubscriberMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand63%63%62%63%63%61%58%57%54%44%42%40%25%

23%19%24%23%13%22%21%18%15%18%18%12%10%12%7%12%5%Facebook

Instagram

YouTubeTikTokSnapchatLinkedInX(Twitter)TwitchBeReal.Brand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:

n=57

FreenetTVcustomers,n=2497

pay

TVsubscribers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Freenet

TV

customers

tend

to

listen

to

the

radio

less

often

than

pay

TVsubscribers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks82%77%73%67%67%66%64%64%55%51%47%45%40%37%37%

38%37%35%

38%37%34%34%27%33%33%32%31%31%26%23%21%20%17%TVDigitalvideocontentRadioDigitalmusiccontentMagazinesDailynewspapersMovies

/cinemaOnlinenewswebsitesOnlinemagazinesPodcastsWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"With

which

company

do

youcurrently

have

a

paid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:

n=94

FreenetTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Freenet

TV

customers

remember

seeing

ads

in

video

portals

less

often

thanother

pay

TV

subscribersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFreenetTVcustomersinGermany

havecome

across

digitaladvertisinginthepast4weeks41%43%39%38%41%42%40%38%38%37%34%32%32%30%30%30%28%24%26%24%24%23%19%22%20%19%18%14%12%10%Search

engines

Social

mediaOnlinestoresVideo

portalsVideo

games

Video

streamingservicesWebsitesandappsof

brandsPodcastsBlogs/forumsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=94

FreenetTVcustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Freenet

TV

customers

remember

ads

they

saw

directly

in

the

store

less

oftenthan

other

pay

TV

subscribersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks44%36%44%41%38%37%36%36%36%36%34%33%33%29%28%25%25%24%24%24%20%23%23%14%OnadvertisingspacesOnTVBy

mailshot

/advertisingmailOntheradioInprinteddailynewspapersDirectly

inthestoreInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=94

FreenetTVcustomers,n=3,329

pay

TV

subscribers,

n=35,917

all