1,200
Total CTV Ad Spend (€ million)
Germany
35%
Percentage of Digital Ad Budget Allocated to CTV
Germany
45
Number of CTV Users (millions)
Germany
26.67
Average CTV Ad Spend per User (€)
Germany
22%
Growth Rate of CTV Ad Spend (2025-2026)
Germany
Germany's CTV advertising market is projected to reach €1.2 billion in 2026, reflecting a significant shift towards digital and streaming platforms. With a growing number of users, advertisers are increasingly allocating a larger portion of their digital budgets to CTV, which now accounts for 35% of digital ad spending. This growth underscores the country's digital transformation and the rising popularity of streaming services among German consumers.
The average ad spend per CTV user is estimated at €26.67, indicating a high engagement level. The rapid 22% year-over-year growth highlights the increasing effectiveness and investment in CTV campaigns. As more Germans adopt connected TV devices, brands will continue to prioritize CTV advertising to reach targeted audiences with personalized content, driving further market expansion and innovation.
Frequently Asked Questions
What factors are driving CTV ad spending growth in Germany?
Factors include rising consumer adoption of streaming services, enhanced ad targeting capabilities, and the shift away from traditional TV to digital platforms.
How is CTV advertising impacting traditional TV advertising in Germany?
CTV advertising is gradually capturing a larger share of ad budgets, leading to decreased investments in traditional TV, especially among younger demographics.
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.