What is the video standard?

In AGF's evaluation systems, the current default setting is the so-called "TV market standard" for TV analyses. This means that by default, data related to the use of TV devices is provided for all evaluations. The "video market standard" has been available in AGF SCOPE since January 1, 2023. However, it must be actively selected for TV evaluations. These usage data cover not only TV but also streaming, depending on the types of evaluations. Starting on January 1, 2024, the "video market standard" will become the primary reporting level for TV (default).

Since when has the video standard been in place?

AGF has been measuring streaming since 2014 and has been providing converged reach data for the offerings under its measurement since 2017. Thus, the video market standard has been in existence since then. With its availability since January 1, 2023, a revised video market standard has been introduced. Data from before January 1, 2023, are no longer available in AGF SCOPE.

Why is the default market standard being changed?

Media consumption has undergone a fundamental transformation in the past decade. Converged data has become increasingly important for various market participants, including broadcasters, marketers, media agencies, and advertisers, because it provides insights into how content and advertising are intensively used across all devices and platforms. This change acknowledges the need for the market to have a common foundation to compare TV and streaming reach and reflect the altered landscape of offerings and competition. The introduction of the video market standard paves the way for this transition.

Will there still be separate data for TV, desktop, and mobile in the future?

Yes, the usage of individual distribution channels will continue to be measured separately in the future. The usage on OTT devices (Smart TVs, streaming sticks, etc.) is currently already accounted for as desktop usage. Additionally, with the rollout of further measurement routers in the AGF panel, this usage will be reported separately.

When will the transition to the video standard take place? What is the schedule?

Starting from January 1, 2024, the "video standard" will become the primary reporting level for TV.

As of July 31, 2023, VIDEOSCOPE 1.4 has been discontinued, and AGF SCOPE is the sole analysis software.

Can TV standard analysis still be conducted optionally?

Yes, TV standard analysis can still be conducted within AGF SCOPE. The TV standard will also be available throughout the year 2023. The exact timing for availability will be coordinated within the AGF committees.

Why is the sample size being expanded?

Currently, the AGF's sample population consists of the "residential population in the Federal Republic of Germany in private households with at least one television set in use and a German-speaking main income earner."

Given the changing media consumption patterns, it is important to consider households that no longer possess traditional TV sets when making comprehensive statements about video usage in Germany. Therefore, the sample population is being expanded to include non-TV households with at least one device capable of receiving online content, such as smartphones, tablets, PCs, or laptops.

With 5,400 panel households and approximately 11,000 panelists, AGF represents a sample population of 38.777 million TV households. Additionally, the video standard includes nearly 2 million non-TV households. In total, this expands the potential video audience to approximately 40.467 million households and 78.908 million individuals aged 3 and above.

To what extent is the AGF panel affected by these changes?

The AGF panel is at the core of AGF's research activities. It comprises approximately 5,400 households with around 11,000 panelists. As a scaled-down, structurally similar representation of the sample population, it must adapt to the expansion into the video universe. Accordingly, the AGF panel, operated by the partner GfK on behalf of AGF, has been transformed to include non-TV households, which do not possess a television but use online devices like smartphones and tablets for streaming.

How many households and individuals are part of the AGF panels?

The AGF panel consists of 5,400 households with approximately 11,000 panelists. It is thus one of the largest daily reporting panels worldwide.

In addition to the AGF panel, AGF also operates a desktop and mobile panel with Nielsen, each comprising 10,650 panelists. Their usage is integrated into the AGF panel as the core panel. Consequently, more than 30,000 panelists report daily across these three panels.

How is streaming usage measured?

AGF utilizes a hybrid measurement approach that combines census and panel measurement. In addition to the AGF panel with GfK, AGF also operates desktop and mobile panels with 10,650 panelists each. Nine participating providers actively contribute to the measurement process. For census measurement, this is done through a process known as tagging, in which measurement participants implement the measurement code into their streaming offerings. The measurement can be done without consent and thus captures all streaming usages of the offering.

In panel measurement, software is installed on the panelists' devices, associating the usage events measured in the census with the respective panelists. Panel measurement provides individual-level data and net requirements that cannot be obtained through census measurement alone. Usage data from the online panels is integrated into the AGF panel and calibrated to the census and net requirements. The weighted AGF panel, comprising individuals in TV and non-TV households, with their TV and streaming usage as convergent data, forms the basis for the market standard for motion pictures.

Why does AGF measure streaming usage with measurement routers in the AGF panel?

In addition to the measurement carried out by Nielsen, AGF has been measuring streaming usage with measurement routers in the AGF Core Panel in collaboration with GfK since 2020. This not only creates single-source links for transmitting Nielsen's streaming measurements to the AGF panel but also enables passive measurement of the usage of streaming platforms like Netflix, Prime Video, and Disney+ at a highly aggregated level (currently exclusively on smart TV devices).

How many households in the AGF panel already have a measurement router?

Currently, more than 3,100 out of 5,400 households (as of January 2024) are reporting daily. By December 31, 2024, at least 3,600 households are expected to be under digital measurement.

What can be evaluated with the different standards?

With the TV standard (TV households only), exclusively TV evaluations are possible, incorporating traditional linear TV usage on the big screen.

In the Moving Image standard (TV and non-TV households), the following evaluations can be conducted:

• TV evaluations (TV including identical 24/7 live streaming)
• Streaming evaluations - e.g., streaming intervals, content units
• Convergence evaluations (e.g., convergence intervals, program brands)

The Moving Image standard offers numerous new evaluation possibilities, but due to the expansion of the target population and the inclusion of the 24/7 live stream, it also has an impact on TV performance metrics.

How do the performance metrics for TV evaluations change with the transition to the Moving Image standard?

For TV evaluations, the inclusion of the 24/7 live stream leads to a slight increase in absolute values such as viewer participation, viewers, net reach, and total contacts in millions.

The market shares of the channels may shift slightly among themselves, as not every channel benefits equally from the addition of the 24/7 live stream. Various factors play a role, depending on factors like whether a 24/7 live stream is prominently featured on an offering page or located behind a paywall. Additionally, the 24/7 live stream must be measured by AGF, and participation in AGF's streaming project is a prerequisite for this.

When it comes to relative values, relative to the target audience potential (e.g., viewership in percentage, net reach in percentage), there are currently decreasing values in the Moving Image standard compared to the TV standard. This is because the addition of the 24/7 live stream doesn't fully compensate for the larger target population.

These general assumptions may not apply equally to all target groups. While the expansion of the target population to include non-TV households has the most significant impact on the digital, mobile audience of 20-39-year-olds, the 14-19 age group experiences the most significant increase in usage due to the 24/7 live stream.

In terms of content, it is observed that programs with live elements, such as sports and news, benefit from the inclusion of the 24/7 live stream.

Will there be training sessions, and when will they take place?

There will be accompanying training sessions. For more information about the offerings and schedules, please contact .