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subscriptions:

1&1customers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

of1&1

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

1&1

customers

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

insightsWith

a

user

share

of

10%,

1&1

is

one

of

the

top

5

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

1&1

has

grown

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

payTVsubscribers

using1&111%10%10%10%10%10%10%10%9%9%9%9%9%9%8%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=88

-

331

1&1customers,

n=1160

-

3329

pay

TVsubscribersConsumer

Insights

Global

as

of

October

20241&1

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints1&1

is

more

popularamong

Generation

Success

and

career

advancement

areItstands

out

thatonly

29%

of1&1customers

prefer

to

own

hardcopies

offilms,books

or

music.TikTok

ismore

popularamong

1&1customers

thantheaverage

payTVsubscriber.Zthanother

TVsubscription

services.relatively

important

to

1&1

customers.There

is

afairlyeven

splitofmale

andfemale

1&1

customers.1&1

customers

havesimilar

interests

ascustomers

of

otherTVsubscriptionservices.51%

of1&1

customers

areintheearlymajority

of

innovationadopter

types.1&1

customers

remember

seeing

adson

search

engines

less

often

thanotherpayTVsubscribers.1&1

hasasmaller

shareof

customerswith

amedium

household

incomecompared

to

other

TVsubscriptionservices.Video

gaming

isarelatively

popularhobbyamong

1&1

customers.34%

of1&1

customers

think

thatrisingprices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.28%

of1&1

customers

liveinmedium-sized

towns.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+1&1

is

more

popular

amongGeneration

Z

than

other

TV

subscription

servicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users35%40%21%5%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=331

1&1

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024There

is

a

fairly

even

split

of

male

and

female

1&1

customersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users49%50%50%51%50%50%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=331

1&1

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202427%

of

1&1

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany30%28%28%25%

25%22%21%18%18%17%16%13%10%9%7%2%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=331

1&1customers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20241&1

has

a

smaller

share

of

customers

with

a

medium

household

incomecompared

to

other

TV

subscription

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users40%39%27%31%33%Category

usersAllrespondents30%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=331

1&1

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

pay

TV

subscribers,

1&1customers

are

relatively

likely

to

livein

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live32%29%28%27%24%24%21%20%19%13%9%

9%9%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=331

1&1

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202428%

of

1&1

customers

live

in

medium-sized

townsDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany28%25%24%24%24%24%22%22%21%17%16%14%13%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=331

1&1

customers,n=3,329

pay

TVsubscribers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

20249%

of

1&1

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users9%8%84%84%7%8%9%Category

usersAllrespondents7%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=331

1&1

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•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

1&1

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%52%47%42%42%41%41%

41%36%37%33%32%36%35%29%31%29%28%27%20%21%22%21%21%19%18%14%12%12%11%AhappyrelationshipSafety

andsecurityHavingagood

timeMaking

myown

decisions

respectable

lifeAnhonest

and

Tobesuccessful

Social

justiceLearningnew

thingsAdvancingmy

careerTraditionsBrand

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=331

1&1

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20241&1

customers

have

similar

interests

ascustomers

of

other

TV

subscriptionservicesConsumer

lifestyle:

main

interestsTop10

interestsof1&1

customers

inGermany50%48%48%49%44%43%42%42%40%39%38%38%35%32%34%33%33%33%29%27%26%30%28%29%27%27%26%26%24%24%Food

&diningMovies,TVshows&musicTravelHealth

&fitnessSportsHome

&gardenFashion&beautyFamily

&parentingCareer

&educationHistoryBrand

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=331

1&1customers,n=3,329

pay

TVsubscribers,

n=35,917all

respondentsConsumer

Insights

Global

as

of

October

2024Video

gaming

is

a

relatively

popular

hobby

among

1&1

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

of1&1

customers

inGermany46%45%43%42%40%38%38%38%

38%38%34%35%33%37%36%36%35%35%33%31%34%33%33%32%31%27%29%29%27%26%Cooking/bakingSocializingOutdooractivitiesTravelingPetsVideo

gamingShoppingReadingDoing

sportsandfitnessTech

/computersBrand

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=331

1&1

customers,n=3,329

pay

TVsubscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

1&1

customers

play

basketballConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesof1&1

customersinGermany21%20%20%19%19%18%18%16%15%15%15%15%14%13%13%12%12%10%10%9%9%9%8%

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

cardioHikingSwimming/DivingCyclingSoccerBasketballDancingBadmintonYoga

/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=147

1&1

customers,n=3329

pay

TVsubscribers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

20241&1

customers

follow

similar

sports

leagues,

teams,

and

competitions

ascustomers

of

other

TV

subscription

servicesConsumer

lifestyle:

sports

followedTop10

sports

followed

by1&1

customers

inGermany30%26%23%12%11%10%9%9%9%9%9%8%8%8%8%7%7%7%7%7%7%6%6%6%5%5%5%5%3%3%SoccerBasketballBoxingAmericanfootballTennisHandballAthletics(track&

field)CyclingIceHockeyMixedMartial

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=108

1&1customers,

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

29%

of

1&1

customers

prefer

to

own

hard

copies

of

films,books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany52%51%47%46%46%44%41%41%40%34%32%29%29%27%26%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=331

1&1

customers,n=3,329

pay

TVsubscribers,

n=5,989

allrespondentsConsumer

Insights

Global

as

of

October

202451%

of

1&1

customers

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany51%42%37%36%31%21%17%15%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=331

1&1

customers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202434%

of

1&1

customers

think

that

rising

prices,

inflation

&

cost

of

living

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

1&1

customers50%47%44%43%38%

38%38%37%37%

37%34%33%33%

33%28%33%

34%32%27%28%27%27%31%31%30%27%27%28%27%26%Rising

prices/inflation/cost

of

livingImmigrationCrimeHealth

andsocial

securityPovertyClimatechangeEducationHousingEnvironment

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=331

1&1customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

pay

TV

subscribers,

1&1customers

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users21%37%43%28%23%14%Category

usersAllrespondents18%16%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=331

1&1

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

touchpointsTikTok

is

more

popular

among

1&1

customers

than

the

average

pay

TVsubscriberMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand63%60%63%63%63%

62%63%58%57%52%44%40%31%23%24%26%22%18%20%19%16%

12%15%15%14%8%10%7%7%5%Facebook

Instagram

YouTubeTikTokSnapchatX(Twitter)TwitchBeReal.RedditBrand

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=265

1&1

customers,n=2497

pay

TVsubscribers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

20241&1

customers

tend

to

go

to

the

movies

more

often

than

pay

TV

subscribers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks82%80%77%73%68%67%66%64%63%55%53%47%46%34%41%35%

38%37%31%38%37%

37%37%34%33%33%27%26%26%23%21%

21%17%TVDigitalvideocontentRadioDigitalmusiccontentMovies

/cinemaPodcastsDailynewspapersMagazinesOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

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=331

1&1

customers,n=3,329

pay

TVsubscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20241&1

customers

remember

seeing

ads

on

search

engines

less

often

than

otherpay

TV

subscribersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhere1&1

customers

inGermany

havecome

across

digitaladvertisinginthepast4weeks43%42%38%37%41%40%39%38%38%37%34%34%34%31%30%30%28%24%26%23%23%21%24%23%22%21%17%21%18%14%Video

portalsOnlinestores

Search

engines

Social

media

Video

streaming

Video

gamesservicesMusicportalsWebsitesandappsof

brandsPodcastsNewslettersBrand

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=331

1&1

customers,n=3,329pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20241&1

customers

remember

ads

they

saw

out-of-home

less

often

than

other

payTV

subscribersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks44%41%38%37%36%36%36%36%36%34%33%31%30%30%25%20%25%25%25%24%23%23%20%14%OnTVOntheradioDirectly

inthestoreBy

mailshot

/

Atthemovies

OnadvertisingInprinteddailynewspapersInprintedmagazinesandjournalsadvertisingmail/cinemaspaceson

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=331

1&1customers,n=3,329

pay

TV

subscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as