News
EU-LEGISLATION: Who Will Set the Standards in the Media Market?
Frankfurt, 25 February 2026 – With the adoption of the European Media Freedom Act (EMFA) in 2024, the European Union explicitly recognised independent, transparent and cross-platform audience measurement as an integral component of well-functioning media markets. At the same time, the Digital Omnibus - currently under legislative consideration - aims to redefine the technical framework governing data access and consent mechanisms. AGF considers it essential that the interaction between these two legislative initiatives be carefully aligned. In a dedicated special meeting, AGF’s Supervisory Board endorsed the management’s assessment: the key question is whether audience measurement standards will continue to operate independently and across platforms in practice - or whether the underlying market architecture may shift as a result of asymmetric implementation conditions.
AGF Platform Study 2025 II: Reception Methods and Modern Devices Are Changing Access to Television
Frankfurt, January 21, 2026 – The television set remains the central screen in German households. At the same time, the results of the current AGF Platform Study 2025 II show that the structural framework of TV usage continues to change. New reception methods, internet-enabled devices, and evolving user interfaces are increasingly shaping access to video content - both in linear television and within the growing range of streaming services.
TV and Video Review 2025: Usage continues to diversify – linear television remains a central point of reference for established content
Frankfurt, January 8, 2026 – The year 2025 marks a decisive step forward in the development of moving-image measurement in Germany. With the active integration of Amazon Prime Video into the AGF measurement system, a global streaming provider has been successfully incorporated into a certified and neutral measurement system via a server-to-server integration. Since November 2025, Prime Video’s ad-funded VOD content has been reported comparably at content level alongside broadcasters’ offerings in AGF tools.
The video universe at a glance
~25
Contract partners = about 250 video offerings
+36,5
Percent increase in streaming viewing duration (2024 to 2023)
>40
million euros annual research spend
58,9
percent of viewers watch daily (total viewers)
171
minutes average daily viewing duration (all viewers)
313.809.779
Hours (day with highest TV usage: 01/01/2024)
Source: AGF Videoforschung; AGF SCOPE 1.9; 01/01/2024-31/12/2024; Market standard Video, 04/01/2024; Evaluation Type: TV; Convention; Package Number: 14831 dated 08/01/2025
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