There isn't a day on which a market researcher doesn't paint the future of television in glowing colours. That's why the "Special" of the Munich Media Days should have alarmed all competitors, with the exception of the giants Amazon and Google.
You own the future.
Why?
This became apparent when Richard Broughton from the market research institute Ampere Analysis poured into plus and minus bars how German media usage behavior had changed in the two years of the pandemic.
The podcast is the lone winner – usage increased by 160 percent, followed by video streaming (up 32 percent), rented music (Spotify, Apple Music, up 27 percent and gaming (up 16 percent). An increase of one percent was recorded, while radio consumption fell by seven percent.
Another statistic shows the massive growth of Smart TV since 2015.
When it comes to OTT television (i.e. with a stick or box), Amazon TV has 31 percent in Germany, more than twice as many users as its competitors Chromecast, Apple and Sky, which are in rare harmony at 13 percent.
Screens can't be big enough
Richard Broughton's figures show a disruption in the television market, which Leif Erik Lindner from the manufacturer Samsung can get a lot out of, because the classic television is no longer in demand, instead the oversized screen from 82 inches is in demand.
The fact that Tiktok and Instagram videos are often viewed in portrait format is taken into account with a rotatable wall mount, the format automatically switches from wide to portrait.
"The television should increasingly become a lifestyle accessory," says Lindner.
It is said that more than 40 percent of customers can afford a premium television for more than 1,300 euros.
The hardware producers also rely on the "immersive" television experience, which, thanks to artificial intelligence, draws the viewer into the action and offers a kind of 3-D 3.0: nature shots as if you were in the Serengeti,
a sound like at a live concert.
The forthcoming third season of “Das Boot” offers a first excursion into these realms.
Skeptics would say that Marc Gumpinger and Jan Möllendorf live in a world of their own.
Her hobbyhorse: NFT – non-fungible tokens, art and content that digitized “grow into the metaverse from oil to straw work”.
Works of art that are projected onto the wall and show an image in such a way that it is indistinguishable from the original at first glance.
That one of these sold for £60m in London has encouraged artist Gumpinger to create digital art himself – although he admits “sixty million is a lot for not seeing at first.
But I see it as a further development of painting, which has often been declared dead.” After all, television as a trading platform for art opens up completely new avenues and opens up new target groups.
According to his own statement, Jan Möllendorf from the Defacto x agency almost only looks at Tiktok.
In Asia, he said, television is no longer an issue for relevant target groups.