AGF VIDEOFORSCHUNG AUDIENCE MEASUREMENT

AGF expands Prime Video integration to include the measurement of live sports events

Frankfurt, 19. June 2026. AGF Videoforschung is expanding the measurement of Prime Video within the AGF standard to include live event streams. This marks the next stage in the expansion of Prime Video’s server-to-server (S2S) integration into the AGF video measurement standard.

Since November 2025, Prime Video’s ad-supported video-on-demand offering has been reported as part of AGF’s measurement framework. With the addition of live event streams, the scope of this integration is now being further expanded. Going forward, usage data from live sports events on Prime Video will also be included in AGF reporting.

AGF Next Gen Video Study 2026: More than 85 percent of children and adolescents use video content daily

Frankfurt, 28 May 2026. Moving images are an integral part of everyday life for children and adolescents: 85.3 percent of 1- to 17-year-olds use moving-image content every day — whether through linear television, streaming services, video portals, or videos on social media. Moving-image content already reaches nearly all children at preschool age. At the same time, usage patterns, device preferences, and the role of individual platforms are changing significantly. While streaming and social media are increasingly shaping self-directed media consumption, the television set remains a central gathering point for shared family moments.

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.