Video standard

Since January 1, 2024, the "Market Standard for Video Standard" is the default in AGF Video Research evaluation systems. It has replaced "market standard TV".


With the transition to the market standard for video standard, AGF aims to achieve a proper representation of the changing supply and competitive structure.

In addition to TV households, households that do not possess a TV device but have at least one device capable of receiving online content (e.g., PC, laptop, smartphone, and tablet) are now considered.

Furthermore, linear and non-linear usage of streaming services across nearly all devices is taken into account in addition to linear TV usage.

In newly created evaluation options, time restrictions are also lifted to sensibly depict individual program flows in convergent usage data.

All measures associated with this transition are described in this document.


Expansion of the universe

As part of the transition to the market standard, the sample size was expanded. To represent the usage of video standard in the AGF research system, in addition to TV households, which are households with at least one TV device in use, non-TV households are also considered. These non-TV households do not have a big screen but have at least one device capable of receiving online content.

Extension of streaming usage

AGF has been measuring streaming usage through separate online panels operated by Nielsen since 2017. Regular reporting has been in place since 2019.

As part of the continuous improvement of measurement and methodology, a consent-free measurement for mobile and desktop devices is now ensured for all measurement participants.

The data production process involves merging the streaming usage measured in the online panels and calibrated in the overall survey into the AGF panel. By using various media-specific links and measured overlap information, the AGF creates a convergent usage dataset, which serves as the basis for reporting and analysis in the market standard for moving images.

Adjustment of the matching period for convergent reach

To establish convergent reach in the AGF system, a matching process is performed between TV and streaming content. The connection is rule-based, utilizing the TV broadcast database and streaming content database. The time period for automatic matching, where Video on Demand (VoD) performance is attributed to a TV program, has changed from the previous -7/+60 days to -14/+13 days in the revised market standard for video, effective since January 1, 2023.

Impact of the transition on performance metrics

  • Absolute values such as viewership, viewers, net reach, and contact sum in millions increase with the addition of live streaming.
  • Market shares among the broadcasters shift slightly with the inclusion of live streaming.
  • Relative values such as viewership in %, viewers in %, net reach and contact sum in %, viewing duration, as well as GRP, decrease due to the expansion of the sample size and the associated increase in potential, which is typically not offset by the additional live streaming usage.

Impact of the transition on performance metrics

New forms of usage and delivery of content also require new evaluation aggregates as a meaningful basis for comparison.

In the streaming sector there are no linear programme schedules, there is no clear reference to a specific broadcast. In order to be able to look at linear TV and streaming together, we have therefore created new evaluation aggregates.

Programme brands

Programme brands were introduced with the aim of ensuring cross-media reach for strong media brands regardless of their linearity and end device. This means that both linear and non-linear content are measured against each other instead of against each other.

For programme brands, gross, net coverage and usage volumes are reported on the basis of calendar weeks.

Video usage share

For the analysis of video content, the video usage share (VUS) is a parameter for convergence evaluations that represents the competitive position of an evaluation element and allows its tracking. The Fact is formed on the basis of the viewing volume and is calculated from the viewing volume of the evaluation element in relation to the viewing volume of video as a whole.