2,350
Connected TV Ad Spend (EUR millions)
Represents increased investment in CTV advertising in Germany for 2026.
35%
Percentage of Digital Ad Budget on CTV
Share of total digital advertising budget allocated to connected TV in 2026.
12.4
Average CTV Ad Viewership (hours per week)
Average hours German consumers spend watching CTV content weekly.
45
Number of CTV Users (millions)
Total number of connected TV users in Germany as of 2026.
78%
Digital Ad Reach via CTV
Percentage of German internet users reached through CTV advertising.
Germany's connected TV advertising market has experienced significant growth, with ad spend reaching €2.35 billion in 2026. This reflects the increasing shift of consumers towards streaming services and smart TV platforms, making CTV a vital channel for advertisers. The allocation of 35% of the digital ad budget to CTV underscores its importance in digital marketing strategies across various sectors.
Consumer engagement with CTV continues to rise, with Germans spending over 12 hours weekly on connected TV platforms. The widespread adoption of smart TVs and streaming devices has expanded the reach to 78% of internet users. Marketers are leveraging this trend to target audiences more precisely and deliver dynamic, personalized ads, resulting in higher conversion rates and ROI.
Frequently Asked Questions
What is driving the growth of CTV advertising in Germany?
The rise in smart TV ownership, increased streaming service subscriptions, and consumers' preference for on-demand content are key drivers of CTV ad growth in Germany.
What are the main benefits of CTV advertising for brands?
CTV offers high engagement, precise targeting, and the ability to measure ad performance in real-time, making it highly effective for brand awareness and sales.
Disclaimer: All statistics presented are 2026 estimates and projections based on industry trend analysis, historical data, and publicly available research. Individual data points may vary from actual figures.