机构研究报告-德国电视订阅用户分析报告：sky -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:

Sky

customersin

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSkycustomers

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

Skycustomers

inGermany

(’’brand

users’’)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

insightsWith

a

user

share

of

14%,

Sky

is

one

of

the

top

3

TV

subscription

services

inGermanyManagement

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

Sky

has

declined

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

payTVsubscribers

usingSky23%21%20%19%19%18%18%18%17%16%16%15%15%15%14%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=262

-529

Skycustomers,n=1160

-

3329

pay

TVsubscribersConsumer

Insights

Global

as

of

October

2024Sky

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

SkycustomersandpayTVsubscribers

overall

isfairlysimilar.Ahappy

relationship

isanimportantaspect

of

lifefor

54%

of

Skycustomers.46%

ofSkycustomers

statethatdigitalservices

allow

themto

discover

new

and

customers

thantheaverage

payTVexciting

content.Facebook

ismore

popularamong

Skysubscriber.Sportsisarelatively

prevalent

interestSkyis

more

popularamong

male

payTV

of

Skycustomers.subscribers

thanfemale

payTV45%

ofSkycustomers

areintheearlymajority

of

innovationadopter

types.Skycustomers

remember

seeing

adsonvideo

streaming

services

more

oftenthan

other

payTVsubscribers.Petsarearelatively

popularhobbysubscribers.among

Skycustomers.48%

ofSkycustomers

think

thatrisingprices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.Compared

totheaverage

consumer,Skycustomers

are

more

likely

tohaveahighincome.Skycustomers

are

more

likely

toliveinrural

communities

than

payTVsubscribers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+The

age

distribution

of

Sky

customers

and

pay

TV

subscribers

overall

is

fairlysimilarDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users23%21%21%33%36%31%12%11%12%Category

usersAllrespondents32%33%35%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:n=451

Sky

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Sky

ismore

popular

among

male

pay

TV

subscribers

than

female

pay

TVsubscribersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users60%40%Category

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

yourgender?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=451

Skycustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202429%

of

Sky

customers

have

a

lower

secondary

educationDemographic

profile:

educationConsumer’s

level

of

educationinGermany30%29%28%27%25%

25%21%18%17%16%13%10%10%10%9%2%

1%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=451

Skycustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

the

average

consumer,

Sky

customers

are

more

likely

to

have

ahigh

incomeDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users42%32%27%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=451

Skycustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

the

average

consumer,

Sky

customers

are

relatively

likely

to

live

ina

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live32%29%28%27%

27%24%24%20%16%12%9%

9%8%8%7%4%4%3%2%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=451

Sky

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sky

customers

are

more

likely

to

live

in

ruralcommunities

than

pay

TVsubscribers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany24%

24%24%24%23%23%22%22%21%20%17%16%14%13%12%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=451

Sky

customers,n=3,329

pay

TVsubscribers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

20248%

of

Sky

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users8%8%7%82%10%8%Category

usersAllrespondents84%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=451

Skycustomers,

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

an

important

aspect

of

life

for

54%

of

Sky

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany52%54%53%42%41%41%41%42%41%36%37%33%31%36%35%29%32%29%22%22%21%20%21%16%14%15%12%10%12%11%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

lifeHavingagood

timeSocial

justiceMaking

myown

decisionsTobesuccessfulLearningnew

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=451

Skycustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sports

is

a

relatively

prevalent

interest

of

Sky

customersConsumer

lifestyle:

main

interestsTop10

interestsofSky

customers

inGermany50%52%49%49%48%48%44%42%44%42%43%41%40%35%34%33%38%36%34%34%33%30%30%29%25%28%28%28%28%24%Movies,TVshows&musicSportsFood

&diningTravelHealth

&fitnessHome

&gardenPolitics&societyandcurrentworld

eventsScience

&technologyHistoryVehicles

&mobilityBrand

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=451

Skycustomers,n=3,329

pay

TV

subscribers,

n=35,917all

respondentsConsumer

Insights

Global

as

of

October

2024Pets

are

a

relatively

popular

hobby

among

Sky

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSky

customers

inGermany46%45%44%43%39%42%40%37%38%39%38%35%38%38%35%33%37%35%37%36%35%34%33%33%

31%29%29%32%32%28%SocializingCooking/bakingPetsOutdooractivitiesTravelingDoing

sportsandfitnessReadingVideo

gamingGardeningandplantsShoppingBrand

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=451

Skycustomers,n=3,329

pay

TVsubscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Sky

customers

play

soccerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSky

customers

inGermany21%21%19%18%20%20%19%19%18%17%16%15%15%14%13%13%13%10%10%9%8%

8%

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

cardioHikingSoccerCyclingSwimming/DivingYoga

/pilatesDancingTennisBasketballBrand

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=225

Sky

customers,n=3329

pay

TVsubscribers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Sky

customers

are

more

likely

to

follow

soccer

than

other

pay

TV

subscribersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySkycustomers

inGermany41%30%26%14%12%12%11%10%10%10%10%9%9%9%9%9%9%8%8%8%8%8%7%7%7%7%7%7%6%6%SoccerTennisHandballMotorsportsBasketballIceHockeyWinter

sportsAthletics(track&

field)AmericanfootballBoxingBrand

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=221

Skycustomers,n=3329

payTVsubscribers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2146%

of

Sky

customers

state

that

digital

services

allow

them

to

discover

new

andexciting

contentConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany51%50%47%46%46%46%44%43%40%34%32%28%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=451

Skycustomers,n=3,329

pay

TVsubscribers,

n=5,989

allrespondentsConsumer

Insights

Global

as

of

October

202445%

of

Sky

customers

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany45%42%37%36%31%

31%17%13%12%12%10%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=451

Skycustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202448%

of

Sky

customers

think

that

rising

prices,

inflation

&

cost

of

living

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Skycustomers47%50%48%43%44%41%37%36%38%36%38%35%35%35%38%37%37%33%31%36%32%34%33%

33%29%31%28%31%28%26%Rising

prices/inflation/cost

of

livingImmigrationCrimeHealth

andsocial

securityHousingEconomicsituationEducationClimatechangePovertyEnvironmentBrand

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=451

Skycustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sky

customers

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users18%18%19%44%22%16%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=451

Skycustomers,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

touchpointsFacebook

is

more

popular

among

Sky

customers

than

the

average

pay

TVsubscriberMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand63%67%63%58%64%62%63%58%57%44%40%40%24%20%23%22%20%18%19%12%10%16%13%10%15%12%11%8%7%7%FacebookYouTube

InstagramTikTokSnapchatX(Twitter)TwitchLinkedInRedditBrand

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=332

Sky

customers,n=2497

pay

TVsubscribers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Sky

customers

tend

to

listen

to

podcasts

less

often

than

pay

TV

subscribers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%

82%77%72%73%68%

67%66%64%55%54%47%38%38%37%35%

38%37%35%34%

35%

34%27%33%32%30%31%26%23%23%21%

21%17%TVDigitalvideocontentRadioDigitalmusiccontentDailynewspapersMagazinesMovies

/cinemaOnlinenewswebsitesPodcastsOnlinemagazinesWeeklynewspapersBrand

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=451

Sky

customers,n=3,329

pay

TVsubscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sky

customers

remember

seeing

ads

on

video

streaming

services

more

oftenthan

other

pay

TV

subscribersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSky

customers

inGermany

have

come

across

digital

advertisinginthe

past4weeks43%41%44%42%41%41%40%38%36%39%35%38%37%34%30%28%26%23%26%23%20%24%24%22%21%

21%17%19%17%17%Video

portals

Video

streaming

Search

engines

OnlinestoresservicesSocial

mediaVideo

gamesWebsitesandappsof

brandsMusicportalsNewslettersEditorialwebsitesandappsBrand

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=451

Skycustomers,n=3,329pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Non-digital

advertising

touchpoints

of

Sky

customers

are

similar

to

those

of

allpay

TV

subscribersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks41%41%38%37%37%36%36%36%

36%36%35%34%34%

34%33%27%25%25%

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

mailshot

/

OnadvertisingDirectly

inthestoreOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaadvertisingmailspaceson

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=451

Skycustomers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drives