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Zielgruppen-Check: Die Online-Streamer

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| 17. Juni 2019
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© Shutterstock
United Internet Media stellt relevante Targeting-Merkmale vor: Dieses Mal "TGP Media Online Streamer".
© Shutterstock

Der neue Volkssport in Deutschland heißt: Streamen. Klingt ähnlich dynamisch wie Surfen, ist bekanntlich aber eher mit deutlich weniger Kalorienverbrauch verbunden. Das Fernsehen 2.0 entwickelt sich zu dem Wachstumsmarkt der Entertainment-Branche. Bis 2023 dürften sich nach Prognosen der Unternehmensberatung PwC die weltweiten Umsätze in diesem Segment glatt verdoppeln, von 38,2 Milliarden Dollar auf 72,8 Milliarden Dollar.

Kein Wunder also, dass immer mehr Player hier mitmischen wollen: Neben den Etablierten wie Netflix. Sky und Amazon Prime Video gehen jetzt auch Apple TV+ und Disney+ an den Start. Hinzu kommen noch die nationalen Anbieter wie etwa TV Now oder die neue Plattform Joyn. 16 Milliarden Dollar geben die Deutschen in Summe schon im Jahr 2021 für diese Services aus, glauben die Consultants von McKinsey. Eine kaufkräftige und damit hoch attraktive Zielgruppe also – auch fürs Online Marketing. Schauen wir sie uns mal genauer an.

Warum ist Streaming so angesagt?
Streaming passt zum Zeitgeist. Es verspricht ein Maximum an Unabhängigkeit und Auswahl. Keiner ist mehr an bestimmte Anfangszeiten und vorgegebene Programme gebunden. Sehen, was man wann will. Der Gegenentwurf zum traditionellen Fernsehen als gemeinsames Familien-Happening – wie geschaffen für die Digital Natives also. Kein Wunder, dass der doppeldeutige Spruch "Netflix and chill" es längst in den allgemeinen Sprachgebrauch der Millennials geschafft hat.

Wer nutzt es?
Im ersten Quartal 2019 konsumierten in Deutschland insgesamt 22,7 Millionen Personen kostenpflichtige Streaming-Dienste wie Amazon Prime Video, Netflix oder Maxdome. Im Vergleich zum Vorquartal entspricht das einem Zuwachs von neun Prozent beziehungsweise 1,8 Millionen Personen, das zeigt der aktuelle SVOD-Tracker der GfK. Vor allem jüngere, männliche Konsumenten nutzen den Service. Rund 60 Prozent der SVOD-Nutzer entfallen auf die für die Werbewirtschaft so attraktive Zielgruppe der 14 bis 39-Jährigen. Doch das ändert sich gerade – Streaming erobert inzwischen immer mehr Zielgruppen: So wuchs der Anteil der Nutzer ab 50 Jahren innerhalb der vergangenen neun Monate um vier auf 19 Prozent. Entsprechend stieg das Durchschnittsalter leicht von 35 auf 37 Jahre. Das ist immer noch ziemlich jung. Zum Vergleich: Beim Fernsehen liegt es je nach Sender teils über 60 Jahren.


Wie leben Streamer?
GfK-Analysen zeigen, dass SVOD-Angebote in Deutschland bisher stärker von männlichen Personen aus urbanen Ein- bis Zweipersonenhaushalten genutzt werden. Doch auch das ändert sich tendenziell. Streaming kommt im Mainstream an. Frauen und auch Mehrpersonenhaushalte außerhalb der Großstädte holen auf.


Wofür interessieren sie sich?
Noch überwiegen die Early Adopter und die Early Majority – mit einer hohen Affinität zu Computer- bzw. allgemein zu Technikthemen. Der hohe Anteil an jüngeren Männern bringt es mit sich: Themen wie Fitness bzw. allgemein Sport, Autos/Mobilität, Entertainment, aber auch Nahrung und Getränke liegen vorn.


Wie erreichen Werbungtreibende diese Zielgruppe?
Mit den von United Internet Media vermarkteten FreeMail-Portalen WEB.DE und GMX können mit den "TGP Media Online Streamern" circa drei Millionen Unique User dieser Zielgruppe erreicht werden. Die Basis bilden Kampagnendaten verschiedener Streaming-Angebote. Kunden können ihre Kampagnen damit zielgruppenspezifisch ausspielen – als virtueller Appetizer oder Nachschlag zum gemütlichen "Netflix and chill"-Abend sozusagen.

Für welche Branchen ist die Zielgruppe geeignet?
Die Zielgruppe ist nicht nur für Streaming-Anbieter wie Amazon, Maxdome, Netflix und Co. interessant. Sie ist auch für Formate in Mediatheken empfänglich. Zudem lassen sich auch Produkte bewerben, die zum Video-Abend dazugehören wie Chips, Popcorn, Getränke oder die neuesten Geräte fürs Streaming von unterwegs.

 

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