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subscriptions:

MagentaTVcustomers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofMagentaTV

customers

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

MagentaTV

customers

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

insightsMagentaTV

is

the

second

most

used

TV

subscription

service

in

Germany

afterVodafone

and

has

a

user

share

of

21%Management

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

MagentaTV

has

grown

comparedto

2021

Q1Management

summary:

brandusagetimelineTimeline

of

payTVsubscribers

usingMagentaTV21%20%21%19%19%19%19%18%18%18%17%17%17%17%17%2021

Q1

2021

Q2

2021

Q3

2021

Q4

2022

Q1

2022

Q2

2022

Q3

2022

Q4

2023

Q1

2023

Q2

2023

Q3

2023

Q4

2024

Q1

2024

Q2

2024

Q35Notes:Sources:"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=202

-684

MagentaTV

customers,n=1160

-

3329

pay

TV

subscribersConsumer

Insights

Global

as

of

October

2024MagentaTV

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsismore

popularamongMagentaTV

customers

thantheaveragepayTVsubscriber.37%

ofMagentaTV

customers

are

partof

Generation

X.Ahappy

relationship

ismore

importanttoMagentaTVcustomers

thanto

otherpayTVsubscribers.50%

ofMagentaTV

customers

statethatdigitalservices

allow

themtodiscovernew

and

exciting

content.Compared

tootherTVsubscriptionservices,

MagentaTVhasarelativelyhighshareof

female

customers.52%

ofMagentaTV

customers

areinterested

inmovies,

TVshows

andmusic.50%

ofMagentaTV

customers

arelaggardsor

inthelatemajority

ofinnovation

adoption.MagentaTV

customers

rememberseeing

adson

social

media

more

oftenthan

other

payTVsubscribers.MagentaTV

hasasmaller

share

ofcustomers

with

alow

income

compared

Reading

isarelatively

popularhobbyArelatively

highshare

ofMagentaTVcustomers

thinkthathousingisanissuethatneeds

to

beaddressed.tootherTVsubscription

services.among

MagentaTV

customers.MagentaTV

customers

aremore

likely

toliveinrural

communities

thanpayTVsubscribers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+37%

of

MagentaTV

customers

are

part

of

Generation

XDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users18%33%37%12%11%12%Category

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

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:n=684

MagentaTV

customers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Compared

to

other

TV

subscription

services,

MagentaTV

has

a

relatively

highshare

of

female

customersDemographic

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=684

MagentaTV

customers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202431%

of

MagentaTV

customers

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%30%28%25%

25%25%18%

18%17%16%13%12%10%10%9%2%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

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaidTVsubscription

(cable/satellite)?";

Single

Pick;Base:n=684

MagentaTV

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024MagentaTV

has

a

smaller

share

of

customers

with

a

low

income

compared

toother

TV

subscription

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users42%32%26%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=684

MagentaTV

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

pay

TV

subscribers,

MagentaTV

customers

are

relativelylikely

to

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live33%29%28%27%27%24%24%20%17%10%9%

9%8%8%7%4%4%3%

2%Multi-2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

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=684

MagentaTV

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024MagentaTV

customers

are

more

likely

to

live

in

rural

communities

than

pay

TVsubscribers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany24%

24%24%24%24%23%23%22%21%19%17%16%14%13%11%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=684

MagentaTV

customers,n=3,329

pay

TVsubscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20246%

of

MagentaTV

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users6%87%84%84%7%8%Category

usersAllrespondents8%7%9%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=684

MagentaTV

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

more

important

to

MagentaTV

customers

than

to

otherpay

TV

subscribersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany52%56%53%42%41%44%42%42%41%36%36%33%35%36%35%29%29%27%22%19%20%19%21%21%14%12%12%11%12%11%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

lifeHavingagood

timeMaking

myown

decisionsSocial

justice

TobesuccessfulLearningnew

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=684

MagentaTV

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202452%

of

MagentaTV

customers

are

interested

in

movies,

TV

shows

and

musicConsumer

lifestyle:

main

interestsTop10

interestsofMagentaTV

customersinGermany50%48%52%51%49%48%42%46%42%44%43%40%39%

35%34%39%38%37%34%

34%30%33%30%31%27%30%31%29%28%26%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessHome

&gardenPolitics&societyandcurrentworld

eventsSportsHistoryScience

&technologyCareer

&educationBrand

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=684

MagentaTV

customers,n=3,329

pay

TVsubscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Reading

is

a

relatively

popular

hobby

among

MagentaTV

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofMagentaTV

customersinGermany50%46%45%48%45%43%40%42%42%41%

38%36%39%38%

38%38%38%38%

37%35%33%35%33%34%31%29%31%31%29%28%SocializingCooking/bakingReadingOutdooractivitiesTravelingPetsDoing

sportsandfitnessShoppingVideo

gamingGardeningandplantsBrand

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=684

MagentaTV

customers,n=3,329

pay

TV

subscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

MagentaTV

customers

do

fitness,

aerobics,

cardioConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofMagentaTV

customers

inGermany23%22%19%21%19%20%20%20%18%16%17%15%15%15%14%13%13%10%11%10%9%8%

8%

8%7%7%6%6%6%6%Running/joggingFitness,aerobics,

cardioHikingSwimming/DivingCyclingSoccerDancingYoga

/pilatesBadmintonBasketballBrand

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=359

MagentaTV

customers,

n=3329pay

TVsubscribers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

MagentaTV

customers

follow

ice

hockey

teams

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byMagentaTV

customers

inGermany30%28%26%10%10%9%9%9%9%9%8%

8%8%8%8%

8%8%8%8%8%8%8%7%7%7%7%7%7%6%6%SoccerHandballIceHockeyAmericanfootballBasketballMotorsportsAthletics(track&

field)BoxingTennisWinter

sportsBrand

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=252

MagentaTV

customers,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•

Politics2150%

of

MagentaTV

customers

state

that

digital

services

allow

them

to

discovernew

andexciting

contentConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany51%50%50%47%46%46%45%44%40%34%32%

32%27%26%25%Iwant

to

access

mymusic/movies

onallmydevices

(TV,Digitalservices

allowme

to

discover

newandexcitingcontentItisimportant

tometogetthebestimage

afford

allthe

streamingandsoundqualityCategory

usersItistooexpensive

toIprefer

toown

hardcopies

of

films,books

or

music(e.g.,DVD,

CD,vinyl)services

thatIwantsmartphone,

tablet,etc.)Brand

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=684

MagentaTV

customers,n=3,329

pay

TVsubscribers,n=5,989

all

respondentsConsumer

Insights

Global

as

of

October

202450%

of

MagentaTV

customers

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany42%38%37%36%36%31%17%13%

13%12%12%9%1%1%1%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=684

MagentaTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

MagentaTV

customers

think

that

housing

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

MagentaTV

customers52%50%48%47%44%44%43%38%37%35%40%40%39%33%38%

38%33%37%37%37%36%32%35%34%33%32%32%

28%28%31%Rising

prices/inflation/cost

of

livingImmigrationHousingCrimeHealth

andsocial

securityEconomicsituationEducationPovertyClimatechange

EnvironmentBrand

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=684

MagentaTV

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

MagentaTV

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users17%18%19%46%43%19%23%18%16%19%Category

usersAllrespondents41%20%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=684

MagentaTV

customers,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

touchpointsis

more

popular

among

MagentaTV

customers

than

the

average

payTV

subscriberMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand63%60%64%

62%57%63%63%63%58%44%40%40%28%

24%22%23%23%18%19%13%12%16%12%15%12%11%10%8%

8%

7%RedditInstagram

FacebookYouTubeTikTokSnapchat

X(Twitter)LinkedInTwitchBrand

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=527

MagentaTV

customers,n=2497

pay

TVsubscribers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024MagentaTV

customers

tend

to

listen

to

the

radio

more

often

than

pay

TVsubscribers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks85%82%77%75%73%66%72%67%64%56%55%47%41%

38%33%38%

37%31%38%

35%

38%37%36%34%34%32%27%26%24%23%21%

21%17%TVDigitalvideocontentRadioDigitalmusiccontentDailynewspapersPodcastsOnlinenewswebsitesMagazinesMovies

/cinemaOnlinemagazinesWeeklynewspapersBrand

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=684

MagentaTV

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024MagentaTV

customers

remember

seeing

ads

on

social

media

more

often

thanother

pay

TV

subscribersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereMagentaTV

customersinGermany

havecome

across

digitaladvertisinginthepast4weeks43%44%44%41%43%42%38%40%39%39%38%37%36%34%30%28%

28%24%26%27%23%24%24%22%19%21%20%20%17%17%Video

portalsSocial

media

Search

engines

Onlinestores

Video

streaming

Video

gamesservicesWebsitesandappsof

brandsNewslettersEditorialwebsitesandappsMusicportalsBrand

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=684

MagentaTV

customers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024MagentaTV

customers

remember

ads

they

saw

in/at

the

movies/cinema

moreoften

than

the

average

consumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks41%40%39%38%38%38%37%36%36%36%

36%36%34%34%33%26%25%25%

25%23%23%20%18%14%OnTVBy

mailshot

/advertisingmailDirectly

inthestoreOnadvertisingspacesOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/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=684

MagentaTVcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

res