Smart TV Audience in Germany
Smart TV has an estimated audience of 3,208,674 people in Germany. 41.8% are female, 58.2% are male, average age 42.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: ARD Mediathek, ZDF Mediathek, Android TV, FRITZ!Box, Mile run.
The average Smart TV fan in Germany is 42.0 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include ARD Mediathek, ZDF Mediathek, Android TV, with strongest over-indexing on ARD Mediathek (6.28× the country average). Demographically, the Smart TV audience skews more male with an average age of 42.0, and over-indexes on personality traits such as Indulgence, Need for Security. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Technology & Electronics · Type: Topic
Demographics of Smart TV fans
| Metric | Value |
|---|---|
| Female | 41.8% |
| Male | 58.2% |
| Average age | 42.0 |
| Estimated audience size | 3,208,674 |
Audience persona
The typical Smart TV fan in Germany is more male, around 42.0 years old, with strong Indulgence tendencies and a notable affinity for ARD Mediathek.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 494,329 | 0.7× |
| Bayern | 447,702 | 0.87× |
| Baden-Württemberg | 415,187 | 0.95× |
| Niedersachsen | 354,709 | 1.14× |
| Hessen | 234,207 | 0.96× |
| Rheinland-Pfalz | 171,440 | 1.07× |
| Sachsen | 160,014 | 1.02× |
| Berlin | 131,904 | 0.92× |
| Schleswig-Holstein | 123,684 | 1.07× |
| Brandenburg | 106,018 | 1.07× |
| Sachsen-Anhalt | 98,599 | 1.19× |
| Thüringen | 82,531 | 1.01× |
| Hamburg | 70,487 | 0.97× |
| Mecklenburg-Vorpommern | 70,349 | 1.15× |
| Saarland | 39,011 | 0.99× |
| Bremen | 25,688 | 0.94× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| ARD Mediathek | 6.28× | Movies & TV |
| ZDF Mediathek | 5.21× | Movies & TV |
| Android TV | 12.98× | Movies & TV |
| FRITZ!Box | 3.21× | Technology & Electronics |
| Mile run | 11.64× | Sports |
| Waipu.tv | 8.02× | Movies & TV |
| Bosch (TV series) | 6.52× | Movies & TV |
| CHECK24 | 2.58× | Business & Career |
| Internet television | 3.94× | Technology & Electronics |
| Chromecast | 9.53× | Technology & Electronics |
| AutoScout24 | 2.1× | Cars & Mobility |
| Zattoo | 7.7× | Movies & TV |
| Amazon Fire TV | 4.47× | Movies & TV |
| Google Maps | 2.04× | Internet & Social Media |
| Bauhaus | 1.86× | Shopping |
| EBay | 1.72× | Shopping |
| Commerzbank | 1.9× | Business & Career |
| World War Z (film) | 12.27× | Movies & TV |
| Jeffrey Dean Morgan | 8.09× | Movies & TV |
| Western Union | 2.85× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.63 |
| Need for Security | CONSERVATISM | 1.37 |
| Design Affinity | PREMIUM | 1.19 |
| Patriotism | CONSERVATISM | 1.18 |
| Family Orientation | CONSERVATISM | 1.16 |
| Early Adopter Mentality | POWER | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 13.2% |
| Italy | 8.4% |
| Brazil | 5.7% |
See Smart TV audiences in other countries
More Technology & Electronics audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Smart TV have in Germany?
Smart TV has an estimated audience of 3,208,674 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Smart TV fans?
41.8% of Smart TV fans are female, 58.2% are male, with an average age of 42.0 years.
Which brands do Smart TV fans like most?
Smart TV fans show strongest brand affinity for ARD Mediathek (6.28×), ZDF Mediathek (5.21×), and Android TV (12.98×) over the country average.
Where do Smart TV fans live in Germany?
Smart TV fans in Germany are most concentrated in Nordrhein-Westfalen (reach 494,329), Bayern (reach 447,702), and Baden-Württemberg (reach 415,187). These three regions account for the largest share of the active audience.
What other brands do Smart TV fans also like?
Beyond Smart TV itself, the audience over-indexes on ZDF Mediathek (5.21×), Android TV (12.98×), FRITZ!Box (3.21×), and Mile run (11.64×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Smart TV. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.