AGF Videoforschung

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.

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

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

• TV audience measurement
• Video audience research
• Cross-media reach measurement
• Streaming analytics
• Media research data

Headquarters

HQ city

Frankfurt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Operations, Personnel, Infrastructure, Marketing or Sales, Others

Revenue model

1. 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.
2. 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.
3. 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

Core 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

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability1 record

Feature8 records

Partnerships

17 partnerships are on record, tiered core, minor and flagship.

• Warner Bros. DiscoverycoreStrategic or Co-development Partner · 10 June 2025Matthias 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 InsightcoreTechnology or Integration · 20 May 2025AGF 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 DeutschlandcoreStrategic or Co-development Partner · 9 April 2025Carsten 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 GroupcoreTechnology or Integration · 1 March 2025Since 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)minorStrategic or Co-development Partner · 11 February 2025AGF 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.
• NetflixflagshipTechnology or Integration · 15 January 2025AGF 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)coreStrategic or Co-development Partner · 24 September 2024Kristina 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)flagshipTechnology or Integration · 17 September 2024AGF 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)coreTechnology or Integration · 17 September 2024AGF 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 DeutschlandcoreTechnology or Integration · 1 August 2024AGF 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.
• DAZNflagshipTechnology or Integration · 28 November 2023AGF 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)coreStrategic or Co-development Partner · 1 January 2020AGF 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.
• NielsencoreTechnology or Integration · 18 September 2013Nielsen 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 FernsehforschungflagshipTechnology or IntegrationGfK 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 SystemscoreTechnology or IntegrationDAP 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 GmbHcoreTechnology or IntegrationKantar 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.KGminorImplementation/ SI/ Consulting PartnerServiceplan 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

Direct 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

• Xx.com/agfvideo
• LinkedInlinkedin.com/company/agf-videoforschung

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about AGF Videoforschung