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，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSTV

subscriptions:

Joyncustomers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofJoyn

customers

inGermany:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Joyncustomers

inGermany

(’’brandusers’’)

againstGerman

payTVsubscribers

ingeneral(’’category

users’’),

and

theoverall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

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

insightsJoyn

is

the

ninth

most

used

TV

subscription

service

in

Germany

with

Vodafone

infirst

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

Joyn

has

stayed

fairly

similar

compared

to

2023

Q2Management

summary:

brandusagetimelineTimeline

of

payTVsubscribers

usingJoyn3%3%3%3%3%2%2023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=35

-

92

Joyncustomers,n=1558

-

3329

pay

TVsubscribersConsumer

Insights

Global

as

of

October

2024Sources:Joyn

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsJoyn

ismore

popularamong

Generation

Success

and

career

advancement

areItstands

out

that55%

ofJoyn

customers

Snapchatis

more

popularamong

JoynZthanother

TVsubscription

services.55%

ofJoyn

customers

are

female.relatively

important

to

Joyn

customers.saythatdigital

services

allow

themtodiscover

new

and

exciting

content.customers

thantheaverage

payTVsubscriber.Fashion

and

beauty

arerelativelyprevalent

interests

of

Joyncustomers.18%

ofJoyn

customers

are

inthe

latemajority

of

innovationadopter

types.Joyn

customers

remember

hearing

adsinpodcastsmore

often

than

otherpayTVsubscribers.Joyn

hasalarger

shareof

customerswith

amedium

household

income

thanother

TVsubscription

services.Traveling

isarelatively

popularhobbyamong

Joyn

customers.Arelatively

highshare

ofJoyncustomers

thinkthatcivilrightsareissues

thatneed

tobeaddressed.Joyn

customers

aremore

likely

to

live

incitieswith

over

1million

inhabitantsthan

payTVsubscribers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Joyn

is

more

popular

among

Generation

Z

than

other

TV

subscription

servicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users46%36%17%1%Category

usersAllrespondents21%21%36%32%11%12%33%35%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:n=89

Joyncustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202455%

of

Joyn

customers

are

femaleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users45%55%Category

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

yourgender?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=89

Joyncustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sources:25%

of

Joyn

customers

have

an

upper

secondary

education

with

the

permissionto

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinGermany30%28%28%25%

25%25%18%18%17%16%

16%13%10%9%7%3%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=89

Joyncustomers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Joyn

has

a

larger

share

of

customers

with

a

medium

household

income

thanother

TV

subscription

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users40%39%36%24%Category

usersAllrespondents31%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=89

Joyncustomers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

pay

TV

subscribers,

Joyn

customers

are

relatively

likely

to

livein

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live29%28%27%24%24%24%21%21%21%20%9%

9%8%7%6%4%4%4%2%

2%Multi-generationalfamily2%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherhouseholdrelated

adults

household

typesBrand

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=89

Joyncustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Joyn

customers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

pay

TV

subscribers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany29%28%24%

24%24%24%22%21%19%18%17%16%14%13%6%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=89

Joyncustomers,n=3,329

pay

TV

subscribers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

202410%

of

Joyn

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users10%8%82%8%8%9%Category

usersAllrespondents84%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=89

Joyncustomers,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•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Joyn

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%52%47%42%39%42%41%41%36%38%36%35%33%31%29%27%30%29%20%24%22%22%21%21%21%19%14%12%12%11%AhappyrelationshipSafety

andsecurityHavingagood

timeTobesuccessful

Anhonest

andrespectable

lifeSocial

justiceTraditionsLearningnew

thingsMaking

myown

decisionsAdvancingmy

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=89

Joyncustomers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

Joyn

customersConsumer

lifestyle:

main

interestsTop10

interestsofJoyncustomers

inGermany50%48%49%48%42%39%43%42%39%40%38%38%36%35%35%30%34%33%30%28%30%

29%26%28%26%28%29%28%26%24%Food

&diningHealth

&fitnessMovies,TVshows&musicSportsTravelFashion&beautyHome

&gardenFamily

&parentingHistoryFinance&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=89

Joyncustomers,n=3,329

pay

TVsubscribers,

n=35,917all

respondentsConsumer

Insights

Global

as

of

October

2024Traveling

is

a

relatively

popular

hobby

among

Joyn

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofJoyncustomers

inGermany46%45%45%43%42%42%40%38%36%38%38%38%37%35%33%35%33%34%34%33%33%31%31%27%26%29%27%27%26%25%SocializingTravelingCooking/bakingDoing

sportsandfitnessPetsOutdooractivitiesShoppingReadingTech

/computersVideo

gamingBrand

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=89

Joyncustomers,n=3,329

pay

TVsubscribers,

n=35,917all

respondentsConsumer

Insights

Global

as

of

October

2024Joyn

customers

participate

in

similar

sports

and

activities

as

other

pay

TVsubscribersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofJoyn

customersinGermany21%

21%20%20%19%19%18%16%16%16%16%15%15%13%

13%10%13%12%11%10%9%8%

8%8%8%7%7%

7%6%6%Running/joggingFitness,aerobics,

cardioHikingSwimming/DivingSoccerCyclingDancingBasketballYoga

/pilatesBadmintonBrand

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=42

Joyncustomers,n=3329

pay

TVsubscribers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Joyn

customers

are

more

likely

to

follow

soccer

than

the

average

consumerConsumer

lifestyle:

sports

followedTop10

sports

followed

byJoyncustomers

inGermany33%30%26%12%10%

10%9%9%9%9%8%8%8%8%8%7%7%7%7%7%6%6%6%

6%6%4%4%4%3%3%SoccerAmericanfootballBasketballBoxingAthletics(track&field)HandballSwimming/divingTennisIceHockeyMixedMartial

ArtsBrand

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=32

Joyncustomers,

n=3329

payTVsubscribers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

55%

of

Joyn

customers

say

that

digital

services

allow

them

todiscover

new

andexciting

contentConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany55%54%51%49%47%46%46%44%40%34%32%30%27%26%22%Digitalservices

allowme

to

discover

newandexcitingcontentIwant

to

access

mymusic/movies

onallmy

togetthebestimage

afford

allthe

streamingItisimportant

tomeItistooexpensive

toIprefer

toown

hardcopies

of

films,devices

(TV,andsoundqualityservices

thatIwantbooks

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=89

Joyncustomers,

n=3,329

pay

TVsubscribers,

n=5,989

allrespondentsConsumer

Insights

Global

as

of

October

202418%

of

Joyn

customers

are

in

the

late

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany43%42%37%36%31%24%18%17%16%13%12%9%1%1%0%InnovatorsEarly

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=89

Joyncustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Joyn

customers

think

that

civil

rights

are

issues

thatneed

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Joyncustomers50%47%44%43%42%

37%37%33%34%38%

38%38%

37%33%33%36%32%34%33%33%33%33%27%31%28%28%27%26%22%21%CrimeRising

prices/inflation/cost

of

livingEducationCivilrightsClimatechangeHealth

andsocial

securityPovertyHousingImmigration

UnemploymentBrand

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=89

Joyncustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

pay

TV

subscribers,

Joyn

customers

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users18%18%19%36%33%13%Category

usersAllrespondents43%23%16%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=89

Joyncustomers,

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

touchpointsSnapchat

is

more

popular

among

Joyn

customers

than

the

average

pay

TVsubscriberMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand70%62%63%66%63%63%58%57%55%44%50%40%39%34%24%28%23%22%19%13%18%12%15%

14%12%

13%10%

11%7%5%Instagram

YouTubeTikTokFacebook

SnapchatX(Twitter)LinkedInTwitchBeReal.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=64

Joyncustomers,n=2497

pay

TVsubscribers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Joyn

customers

tend

to

go

to

the

movies

more

often

than

pay

TV

subscribers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks82%77%75%75%73%66%67%64%64%57%55%47%

47%47%34%38%37%38%37%35%27%34%33%31%31%31%26%23%29%27%21%18%17%TVDigitalvideocontentRadioDigitalmusiccontentPodcastsMovies

/cinemaDailynewspapersOnlinemagazinesMagazinesOnlinenewswebsitesWeeklynewspapersBrand

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=89

Joyncustomers,n=3,329

pay

TV

subscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Joyn

customers

remember

hearing

ads

in

podcasts

more

often

than

other

payTV

subscribersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereJoyncustomers

inGermany

havecome

across

digitaladvertisinginthepast4weeks47%43%42%39%38%40%40%41%40%38%37%36%36%34%30%34%26%28%27%23%22%26%24%24%22%19%19%18%17%14%Video

portalsOnlinestoresSocial

media

Video

streamingservicesPodcastsSearch

enginesWebsitesandappsof

brandsVideo

gamesNewslettersEditorialwebsitesandappsBrand

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=89

Joyncustomers,n=3,329pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Joyn

customers

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

pay

TV

subscribersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks41%39%38%34%38%37%36%36%36%36%36%

36%36%34%33%31%25%25%23%23%21%21%20%14%Directly

inthestoreOntheradioOnadvertisingspacesOnTVBy

mailshot

/

AtthemoviesInprinteddailynewspapersInprintedmagazinesandjournalsadvertisingmail/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=89

Joyncustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

dri