机构研究报告-德国电视订阅用户分析报告：pyur -外文培训课件

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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:

Pyurcustomers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofPyurcustomers

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

toRegion:

56countriesbenchmark

Pyurcustomers

inGermany

(’’brandusers’’)

againstGerman

payTVsubscribers

ingeneral(’’category

users’’),

and

theoverall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

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

insightsPyur

is

the

seventh

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

Pyur

has

stayed

fairlysimilar

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

payTVsubscribers

usingPyur4%3%3%3%3%3%3%3%3%3%3%3%3%3%3%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=44

-

107

Pyurcustomers,n=1160

-

3329

pay

TVsubscribersConsumer

Insights

Global

as

of

October

2024Pyur

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsismore

popularamong

Pyurcustomers

thantheaverage

payTVsubscriber.Pyurismore

popularamong

BabyBoomers

thanother

TVsubscriptionservices.Making

theirown

decisions

ismoreimportant

to

Pyurcustomers

than

toother

payTVsubscribers.Itstands

out

thatonly

28%

ofPyurcustomers

prefer

to

own

hardcopies

offilms,books

or

music.Compared

tootherTVsubscriptionFashion

and

beauty

arerelatively61%

ofPyurcustomers

arelaggardsorinthelatemajority

of

innovationadoption.Pyurcustomers

remember

seeing

adson

videostreaming

services

lessoftenthan

other

payTVsubscribers.services,

Pyurhasarelatively

highshare

prevalent

interests

of

Pyur

customers.of

female

customers.50%

ofPyurcustomers

havesocializingasahobby.Pyurhasalarger

share

ofcustomerswith

alow

income

thanotherTVsubscription

services.Arelatively

highshare

ofPyurcustomers

thinkthatimmigration

isanissuethatneedstobeaddressed.Pyurcustomers

are

more

likely

toliveincitieswith

over

1million

inhabitantsthan

payTVsubscribers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Pyur

is

more

popular

amongBabyBoomers

than

other

TV

subscription

servicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users10%38%35%17%Category

usersAllrespondents21%21%36%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=102

Pyur

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Compared

to

other

TV

subscription

services,

Pyur

has

a

relatively

high

share

offemale

customersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users44%56%Category

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

yourgender?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=102

Pyurcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202440%

of

Pyur

customers

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationinGermany40%30%28%25%

25%21%18%18%17%16%13%11%10%9%

9%2%2%

2%2%

1%0%Bachelor

degree

Master

degree

Doctoral

degreeNoformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationeducation

(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=102

Pyurcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Pyur

has

a

larger

share

of

customers

with

a

lowincome

than

other

TVsubscription

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users27%27%45%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=102

Pyurcustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

pay

TV

subscribers,

Pyurcustomers

are

relatively

likely

to

livein

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

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

9%8%8%7%5%5%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=102

Pyur

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Pyur

customers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

pay

TV

subscribers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany32%28%25%24%24%24%24%22%21%17%16%14%13%10%4%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=102

Pyur

customers,n=3,329

pay

TVsubscribers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

202414%

of

Pyur

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users14%79%7%8%Category

usersAllrespondents8%84%7%84%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=102

Pyurcustomers,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•

SportsfollowedMakingtheir

own

decisions

is

more

important

to

Pyur

customers

than

to

otherpay

TV

subscribersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany52%

53%49%42%41%45%42%42%41%41%36%34%36%35%35%33%29%

29%22%21%21%21%20%15%14%10%12%12%11%8%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

life

own

decisionsMaking

mySocial

justiceHavingagood

timeTobesuccessfulLearningnew

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=102

Pyurcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

Pyur

customersConsumer

lifestyle:

main

interestsTop10

interestsofPyurcustomers

inGermany55%48%47%50%49%48%46%42%40%42%

43%38%37%35%32%34%31%34%34%28%26%30%26%29%

28%24%29%28%26%26%Movies,TVshows&musicFood

&diningHealth

&fitnessTravelFashion&beautyHome

&gardenPolitics&societyandcurrentworld

eventsFamily

&parentingFinance&economyScience

&technologyBrand

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=102

Pyurcustomers,n=3,329

pay

TVsubscribers,

n=35,917all

respondentsConsumer

Insights

Global

as

of

October

202450%

of

Pyur

customers

have

socializing

as

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofPyurcustomers

inGermany50%46%45%43%40%38%42%40%38%40%39%38%38%38%35%33%37%36%34%32%32%29%31%27%28%27%23%27%26%23%SocializingCooking/bakingReadingTravelingPetsOutdooractivitiesShoppingGardeningandplantsTech

/computersDIYandarts&craftsBrand

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=102

Pyurcustomers,n=3,329

pay

TVsubscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Pyur

customers

go

cyclingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofPyurcustomers

inGermany21%20%20%20%19%19%19%18%17%16%15%15%13%13%13%11%10%10%10%9%8%

8%7%7%7%6%6%5%4%4%Running/joggingCyclingFitness,aerobics,

cardioSwimming/DivingHikingDancingBasketballYoga

/pilatesSoccerTennisBrand

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=41

Pyur

customers,n=3329

pay

TVsubscribers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Pyur

customers

follow

boxing

fights

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byPyurcustomers

inGermany30%26%21%10%9%9%

9%9%9%8%8%8%8%8%7%7%7%7%7%7%6%6%6%6%6%6%5%5%5%4%SoccerBoxingBasketballCyclingHandballIceHockeyMotorsportsAmericanfootballTennisAthletics(track&

field)Brand

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=26

Pyurcustomers,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

only

28%

of

Pyurcustomers

prefer

to

own

hard

copies

of

films,books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany51%47%46%46%44%42%39%40%36%34%32%30%28%27%26%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=102

Pyurcustomers,n=3,329

pay

TV

subscribers,

n=5,989

allrespondentsConsumer

Insights

Global

as

of

October

202461%

of

Pyur

customers

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany47%42%37%36%32%31%17%14%13%12%9%5%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=102

Pyurcustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Pyur

customers

think

that

immigration

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Pyurcustomers52%52%50%47%45%44%43%38%37%41%40%38%

38%33%33%35%33%37%37%36%34%34%34%33%27%32%31%29%26%26%ImmigrationRising

prices/inflation/cost

of

livingHousingCrimeHealth

andsocial

securityEducationPovertyEconomicsituationUnemployment

ClimatechangeBrand

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=102

Pyurcustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

Pyur

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users16%49%43%21%15%16%Category

usersAllrespondents18%23%19%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=102

Pyurcustomers,n=3,329

pay

TV

subscribers,

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

Pyurcustomers

than

the

average

pay

TVsubscriberMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand69%

63%63%62%63%62%58%57%57%44%42%40%32%24%23%22%

22%18%15%13%19%15%12%12%6%11%10%8%

8%

7%RedditYouTubeFacebook

InstagramTikTokX(Twitter)LinkedInSnapchatTwitchBrand

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=65

Pyur

customers,n=2497

pay

TVsubscribers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Pyur

customers

tend

to

listen

to

digital

music

content

less

often

than

pay

TVsubscribers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks82%80%77%73%68%67%66%64%61%55%47%46%40%35%39%

37%38%38%37%34%34%33%33%31%29%27%27%26%25%25%21%17%23%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsMagazinesDailynewspapersPodcastsMovies

/cinemaWeeklynewspapersOnlinemagazinescontentwebsitesBrand

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=102

Pyurcustomers,

n=3,329

pay

TVsubscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Pyur

customers

remember

seeing

ads

on

video

streaming

services

less

oftenthan

other

pay

TV

subscribersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherePyurcustomers

inGermany

have

come

across

digital

advertisinginthepast4weeks41%43%42%42%38%40%39%38%38%37%37%34%32%30%28%23%26%25%24%24%24%22%22%

19%17%22%21%21%17%15%Search

engines

OnlinestoresVideo

portalsSocial

media

Video

streaming

NewslettersservicesEditorialwebsitesandappsVideo

gamesWebsitesandappsof

brandsMusicportalsBrand

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=102

Pyurcustomers,n=3,329pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Pyur

customers

remember

ads

they

saw

out-of-home

more

often

than

otherpay

TV

subscribersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks48%44%42%41%38%37%37%37%36%36%36%36%36%34%33%29%25%25%

25%23%23%20%15%14%Onadvertising

By

mailshot

/OnTVDirectly

inthestoreOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaspacesadvertisingmailon

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=102

Pyurcustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights