Austria’s TV market transformation + Total Video Study

We are seeing strong momentum in Austria’s TV market, with rising advertising spending boosting the impact of TV. In September 2024, we launched TELETEST 2.0, a significant innovation for the industry, enabling real-time measurement of TV usage. It has been received very positively. By combining detailed socio-demographic panel data with extensive big data sets from the mass of HbbTV-enabled devices, we are enhancing TV measurement. This has helped to eliminate zero ratings and has provided smaller channels, niche audiences with more reliable insights, and data. The volatility of the old system is no longer an issue, which means we can once again offer agencies and clients improved predictability. 

We are looking at AGTT and RTR Medien’s Total Video study, which shows highly encouraging results. Overall TV usage time across all channels has increased across all key target audiences compared with last year – including linear, livestream, on-demand, and time-shifted viewing. This positive trend is particularly pronounced among younger viewers. For the first time since the end of the pandemic, TV viewing among people aged 12–29 has overtaken their online viewing time. 
This development is likely driven by the current economic climate, which has led to a decline in the number of streaming subscriptions. Popular TV formats such as sports events, and reality shows continue to enjoy great popularity and attract new audiences. However, these formats are increasingly consumed via on-demand and livestream channels, which are steadily gaining relevance.

We are now part of the European structure of RTL AdAlliance, and our next step is to convert these international strengths into local innovation. One key initiative is Smart Audiences – our advanced targeting solution that combines HbbTV data with panel, and contextual insights. It is designed to help campaigns achieve both scale and accuracy.

We are significantly expanding our Small-and-Medium-Enterprises (SME) offering. Addressable TV is key – it lets us tailor ads to individual households based on location, or demographics, allowing SMEs to easily access the big screen. At the same time, we are enhancing our Total Video portfolio through smartclip, using automation, data-driven tools, and AI to make campaign planning more efficient. 

By RTT & AGTT

TV consumption increases in Austria: the decrease in live linear TV is more than compensated by increased consumption on BVOD platforms, and time-shifted viewing.