AGF Videoforschung
AGF Videoforschung operates Germany's independent, standardized currency for TV and video audience measurement. Founded in 1988 and headquartered in Frankfurt, the GmbH serves broadcasters, streaming platforms, advertisers, and media agencies through convergent TV and streaming measurement covering ~250 video offerings.
- Company typePrivate
- Founded1988
- HeadquartersFrankfurt, Germany
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What AGF Videoforschung does
AGF Videoforschung GmbH is a privately held German Joint Industry Committee (JIC) founded in 1988 and headquartered in Frankfurt am Main, operating as the independent, standardized currency for TV and video audience measurement in Germany. The company runs a convergent measurement system combining a GfK-operated TV panel of approximately 5,400 representative households covering more than 11,000 individuals, augmented by Nielsen-operated desktop (~10,650 panelists) and mobile (~10,650 panelists) streaming panels, totaling more than 30,000 daily-reporting panelists. Its core product suite includes AGF SCOPE (data analysis and reporting platform), AGF REACH PLANNER (cross-media planning tool), AGF PLAN TV & AGF TV CONTROL (TV scheduling and monitoring software), and AGF Smart Meter (router-based passive streaming measurement). The Bewegtbildstandard (Video Standard), implemented in January 2024, unifies TV and online video measurement under a single methodology.
AGF serves contractual partners including Germany's major public and commercial broadcasters (ARD, ZDF, RTL Deutschland, ProSiebenSat.1, Warner Bros. Discovery) and international streaming platforms (Netflix, Prime Video, DAZN, Sky Deutschland), together representing ~250 video offerings and more than 95% of the German viewer market. Revenue is generated through license fees paid by broadcasters and streaming platforms for participation and data access, subscription-based data access fees from advertisers and media agencies using AGF software tools, and data monetization through integration agreements. AGF has progressively opened access to additional segments, including end customers and press representatives via a data purchase form launched in 2026.
AGF invests more than 40 million euros annually in research and operates a multi-stakeholder governance model in which shareholders (broadcasters, advertisers, and agencies) oversee methodology and standards. The company is expanding measurement beyond video into digital publishing via the X-REACH project and is actively engaging with European regulatory frameworks (European Media Freedom Act, Digital Omnibus) to preserve independent cross-platform reach measurement.
AGF Videoforschung firmographics
Firmographics- Name
- AGF Videoforschung
- Legal name
- AGF Videoforschung GmbH
- Website
- https://agf.de
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AGF Videoforschung operates Germany's independent, standardized currency for TV and video audience measurement. Founded in 1988 and headquartered in Frankfurt, the GmbH serves broadcasters, streaming platforms, advertisers, and media agencies through convergent TV and streaming measurement covering ~250 video offerings.
- Ownership category
- akta.pro rank
AGF Videoforschung industry classification
Industry- Product category
- TV and video audience measurement
- NAICS
- Motion Picture and Video Distribution (512120), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Services-Allied To Motion Picture Distribution (7829)
- akta.pro primary industry
- Enterprise/Creator Video Hosting & OTT SaaS Platforms (MPACAAAL)
Keywords
Where AGF Videoforschung is headquartered
LocationHeadquarters
- HQ city
- Frankfurt
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
AGF Videoforschung business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Operations, Personnel, Infrastructure, Marketing or Sales, Others
Revenue model
- License Fees from Broadcasters and Streaming Platforms: TV broadcasters (ARD, ZDF, ProSiebenSat.1, RTL, etc.) and streaming platforms (Netflix, Prime Video, DAZN, Sky) pay licensing fees to participate in the AGF measurement system and receive audience data.
- Data Access Fees for Agencies and Advertisers: Advertising and media agencies, as well as advertisers, pay for access to AGF data through software tools (AGF SCOPE, AGF REACH PLANNER, AGF PLAN TV, AGF TV CONTROL) and direct data delivery.
- Platform and Device Data Partnerships: Revenue generated through integration agreements where streaming and video platforms contribute data to the AGF system in exchange for standardized measurement reporting.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
AGF Videoforschung product offering
Product offeringCore offering
AGF Videoforschung operates Germany's standardized currency for TV and video audience measurement, providing convergent (linear TV + streaming) reach data through a panel of approximately 5,400 households, Nielsen-operated streaming panels, and AGF Smart Meter router-based metering. The company sells licensed software tools (AGF SCOPE, AGF REACH PLANNER, AGF PLAN TV & AGF TV CONTROL) and direct data delivery services to broadcasters, streaming platforms, advertisers, and media agencies, covering more than 95% of the German viewer market across roughly 250 video offerings.
Product overview
AGF Videoforschung operates a comprehensive video audience measurement system for Germany, consisting of three main software products: AGF SCOPE (Windows-based data analysis application), AGF REACH PLANNER (cross-media campaign planning tool), and AGF PLAN TV & AGF TV CONTROL (TV scheduling and control software). The system is powered by the AGF panel of approximately 5,400 households with over 11,000 individuals, augmented by AGF Smart Meter (router-based streaming measurement) and streaming panels with Nielsen. AGF X-REACH extends measurement to digital non-video content. Research offerings include the AGF GenZ Videostudie, AGF Plattformstudie, Convergence Monitor, and AGF Video Potentials. Since 2024, AGF implemented the Bewegtbildstandard (convergent video standard) as the market default, unifying TV and streaming measurement.
Differentiator
Problem solved
Functional benefit
Brands
- AGF SCOPE: Software platform for TV and video data analysis and reporting
- AGF REACH PLANNER
- AGF PLAN TV
- AGF TV CONTROL
- AGF Smart Meter
- AGF X-REACH
- AGF GenZ Videostudie
- AGF Next Gen Videostudie
- AGF Platformstudie
Products and services
- AGF SCOPE
Quantifiable outcome
- Streaming viewing time increased by 21.2% in 2025 compared to 2024
- +3 more outcomes
Companies that use AGF Videoforschung
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
AGF Videoforschung technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability1 record
Feature8 records
AGF Videoforschung partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core, minor and flagship.
- Warner Bros. DiscoverycoreMatthias Heinze (Senior Vice President Commercial GSA and Managing Director of Warner Bros. Discovery Germany) has represented Warner Bros. Discovery in the AGF Supervisory Board and shareholders' meeting since April 2025.
- TV InsightcoreAGF Videoforschung successfully launched a test project for the integration of return path data with TV Insight, testing the use of return channel data to enhance measurement accuracy and panel supplementation.
- RTL DeutschlandcoreCarsten Schwecke (Chief Commercial, Technology & Data Officer, RTL Deutschland) was appointed to the AGF Supervisory Board and shareholders' meeting in April 2025, succeeding Matthias Dang. Represents RTL's interests in AGF governance.
- Bauer Media GroupcoreSince March 2025, AGF expanded X-REACH to include Bauer Media Group's digital publishing offerings under convergent cross-media reach measurement, extending AGF measurement beyond video content to digital publishing content.
- Audience Measurement Coalition (AMC)minorAGF joined the Audience Measurement Coalition (AMC) in February 2025 to strengthen independent reach measurement across Europe, collaborating with international counterparts on measurement standards and methodologies.
- NetflixflagshipAGF Videoforschung and Netflix agreed to cooperate in January 2025 to integrate Netflix into the AGF measurement system. This partnership brings one of the largest international streaming platforms under the German standardized audience measurement framework for the first time.
- Kristina Bulle (P&G) and Carsten Kollmus (Dentsu)coreKristina Bulle (P&G) and Carsten Kollmus (Dentsu) strengthened the voices of advertisers and agencies in the AGF Supervisory Board. They represent the advertisers' and agencies' interests in AGF governance alongside the broadcaster representatives.
- Prime Video (Amazon)flagshipAGF started cooperation with Prime Video in Germany in September 2024. Prime Video data from AGF's own router measurement is integrated into the AGF REACH PLANNER cross-media planning tool. In November 2025, AGF and Amazon achieved a milestone with VoD offerings measured under standardized AGF measurement. In June 2026, AGF expanded the Prime Video integration to include live sports event measurement, with server-to-server (S2S) integration further expanding the scope.
- GIK (Best for Planning)coreAGF and GIK expanded their existing partnership with the first integration of AGF X-REACH data and expansion of the TV broadcaster set in the Best for Planning (b4p) study in 2024. AGF data is integrated into the b4p planning tool.
- Sky DeutschlandcoreAGF integrated Sky's digital offerings into its measurement system for the first time in August 2024, coinciding with the start of the German Football Bundesliga season, expanding the scope of digital video measurement.
- DAZNflagshipAGF integrated DAZN as the first international streaming platform under its measurement in November 2023, bringing greater transparency to the converging German media market. Final checks and optimizations were completed before launch.
- agma (Arbeitsgemeinschaft Media-Analyse)coreAGF collaborates with agma to conduct the Potential Study (CATI survey, 20,000 cases, ADM sampling) as part of the AGF Video Potentials external benchmark study, serving as the basis for regional and socio-demographic panel weighting.
- NielsencoreNielsen conducts video measurement on behalf of AGF, operating the desktop and mobile streaming panels (~10,650 panelists each, totaling ~21,300 panelists). Also involved in the 'Follow the Campaign' project for cross-media reach measurement using Nielsen Digital Ad Ratings.
- GfK SE / GfK FernsehforschungflagshipGfK SE operates the AGF TV panel (~5,400 households, >11,000 individuals) on behalf of AGF. This is a long-standing partnership (since 1988) providing the foundational panel infrastructure for all AGF audience measurement. GfK also provides the pc#tv evaluation system.
- DAP SystemscoreDAP Systems provides complementary software including Plan-TV, TV-System, and Tabagg for the analysis and evaluation of TV usage data under the AGF framework. Partnership extended through 2011 as of 2004.
- Kantar Deutschland GmbHcoreKantar conducts the AGF Platform Study (semi-annual CAPI survey, 5,000 cases) and the GenZ Videostudie research on behalf of AGF. The Platform Study is part of the AGF Video Potentials external benchmark.
- Serviceplan Solutions 1 GmbH & Co.KGminorServiceplan Solutions 1 GmbH & Co.KG (Frankenthaler Str. 20, D-81539 Munich) is the IT service provider for the AGF website, contracted to comply with data protection provisions.
Scale indicators11 records
Recent moves6 records
Expansion highlights7 records
AGF Videoforschung competitors and assessment
Company assessmentDirect peers
- BARB (Broadcasters' Audience Research Board): The UK's Joint Industry Committee for television audience measurement. BARB provides the official UK TV ratings currency, structurally analogous to AGF, and is currently transitioning to incorporate streaming and cross-platform measurement along convergent lines similar to AGF's Bewegtbildstandard.
- Médiamétrie: France's Joint Industry Committee for TV, radio, and digital audience measurement. Médiamétrie is structurally the closest peer to AGF: a national JIC, funded by broadcasters and agencies, providing convergent cross-platform measurement for the French market.
- Nielsen: Global leader in audience measurement and ratings. Nielsen operates AGF's desktop and mobile streaming panels on an outsourced basis, and competes with AGF in cross-platform video measurement outside Germany — making it both a partner and a direct peer in measurement services.
- Kantar: Kantar is a global audience-measurement provider that conducts AGF's Platform Study, GenZ Videostudie, and Convergence Monitor. Kantar's Media division competes with AGF on cross-media audience measurement in multiple European markets and serves as both a contracted research partner and a comparable peer.
- GfK (GfK Fernsehforschung / GfK SE): GfK has operated AGF's TV panel (~5,400 households) since 1988 and runs the pc#tv evaluation system. GfK's broader consumer panel and media-research capabilities in Germany and Europe overlap directly with AGF's measurement scope, making it both a long-term partner and a market-comparable peer.
- Auditel: Italy's JIC for television audience measurement. Auditel performs the same role for the Italian market that AGF performs for Germany — a multi-stakeholder industry body producing the official TV/video audience currency — making it a direct structural peer.
Broad incumbents
- Comscore: US-headquartered digital audience and cross-platform measurement incumbent. Comscore's cross-platform video measurement capabilities (including its 2019 acquisition of comScore's TV extension) overlap with AGF's REACH PLANNER and cross-media ambitions, though Comscore operates globally rather than serving a single national JIC role.
- Numerator: US consumer-panel and media-measurement company with cross-platform ad-effectiveness capabilities. Numerator's panel-based approach and overlap with media-currency research makes it a broader-incumbent peer, though it does not serve a German JIC role.
Others
- Kantar Media (Mintel/attest-aligned measurement): Beyond its contracted work for AGF, Kantar Media competes across European national audience measurement markets. Listed separately here to capture Kantar's role as a market-shaping peer in the broader European media-research ecosystem (e.g., BARB cooperation), distinct from its AGF work.
Regional players
- Video Research Ltd. Japan's leading television audience measurement provider, with operations in selected Asian markets. Video Research is a comparable national-measurement peer to AGF but does not compete in the German market, making it a regional rather than direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
AGF Videoforschung social profiles
Digital presenceAGF Videoforschung financial estimates
Financial estimateRevenue estimate
Valuation estimate
AGF Videoforschung leadership team
Management profileNumber of profiles
Profiles2 records
AGF Videoforschung funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AGF Videoforschung M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AGF Videoforschung
What does AGF Videoforschung do?
AGF Videoforschung operates Germany's standardized currency for TV and video audience measurement, providing convergent (linear TV + streaming) reach data through a panel of approximately 5,400 households, Nielsen-operated streaming panels, and AGF Smart Meter router-based metering. The company sells licensed software tools (AGF SCOPE, AGF REACH PLANNER, AGF PLAN TV & AGF TV CONTROL) and direct data delivery services to broadcasters, streaming platforms, advertisers, and media agencies, covering more than 95% of the German viewer market across roughly 250 video offerings.
Is AGF Videoforschung a public or private company?
AGF Videoforschung is a private company. It is classified as corporate owned and is currently operating.
When was AGF Videoforschung founded?
AGF Videoforschung was founded in 1988. It employs 11 to 50 people.
Where is AGF Videoforschung based?
AGF Videoforschung is headquartered in Frankfurt, Germany, in the Europe region.
How does AGF Videoforschung make money?
Three revenue lines are on record. License Fees from Broadcasters and Streaming Platforms are the primary driver. The others are data Access Fees for Agencies and Advertisers and platform and Device Data Partnerships.
Who are AGF Videoforschung's main competitors?
Direct peers on record are BARB (Broadcasters' Audience Research Board), Médiamétrie, Nielsen, Kantar, GfK (GfK Fernsehforschung / GfK SE) and Auditel. Broad incumbents are Comscore and Numerator. Kantar Media (Mintel/attest-aligned measurement) is listed as an others. Video Research Ltd. is listed as a regional player.
Does AGF Videoforschung have an API?
No public API is recorded for AGF Videoforschung.
What industry is AGF Videoforschung in?
AGF Videoforschung's product category is TV and video audience measurement. Its primary akta.pro industry code is MPACAAAL, Enterprise/Creator Video Hosting & OTT SaaS Platforms. Its NAICS code is 512120 and its SIC code is 7829.