Internet TV overtakes cable: Streaming becomes most important reception method

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In its TV Streaming Report 2026, the streaming provider Zattoo found that internet television is becoming increasingly popular. According to the report, 54 percent of respondents use IPTV or streaming services, while cable and satellite each only account for 28 percent. DVB-T is used by 5 percent of users. For 31 percent, streaming is now the most important way to access television programming. Cable (23 percent) and satellite (22 percent) are thus losing their dominance in German living rooms.

Technology is hardly the problem anymore

For a long time, streaming was considered complicated or expensive. However, these reservations are increasingly losing weight. Only 23 percent of respondents now cite high costs as a hurdle, compared to 32 percent in the previous year. Concerns about unstable internet or difficult setup also play only a minor role, dropping from 11 percent last year to just 4 percent.

However, another issue is coming to the fore: market fragmentation. Between media libraries, live TV apps, and paid services, it is apparently becoming more difficult to keep track. Every tenth person who does not yet stream cites precisely this as a reason.

User behavior also shows a clear trend: 28 percent no longer commit to long-term streaming subscriptions. Instead, services are booked specifically for individual series or sports events and then canceled. Almost one in five canceled a subscription due to price in the past year. However, very few people are completely foregoing streaming – instead, they are comparing, switching, and saving.

The TV remains king in the living room

The proportion of live TV viewers via the internet increased from 31 to 36 percent within a year, marking the largest growth among all online video offerings used. Overall, however, YouTube remains the leader among video platforms with 59 percent, while media libraries and classic video-on-demand services are also growing (from 48 to 51 percent). The offerings are thus spread across an increasing number of sources.

Despite smartphones, tablets, or smart glasses, the majority of entertainment still takes place on the big screen. 67 percent use a smart TV for streaming. 28 percent stream on a laptop or computer, with the smartphone as the primary streaming device being on par. 23 percent use a tablet.

Contextualization of the study

The results are based on an online survey with 1045 participants aged between 16 and 69. Zattoo states that the data is weighted and representative. However, older population groups, who play an important role in traditional television, are excluded. Multiple answers are also possible, which can lead to overlapping usage shares.

Furthermore, the study comes from a company that is itself active in the streaming market. This does not necessarily devalue the results, but it clarifies the perspective. Nevertheless: The survey has been conducted similarly for years, allowing developments to be compared well.

(joe)