Zattoo TV-Streaming-Report 2026 for Austria

Berlin/Zurich, 19 May 2026 – TV streaming continues to expand its lead in Austria: 35 percent of households now use TV streaming as their primary TV reception method. According to the latest Zattoo TV Streaming Report 2026, television via the internet continues to gain importance. Overall, 54 percent of respondents now receive television via the internet for the first time, while traditional reception methods such as satellite and cable continue to lose relevance. At the same time, viewing habits are evolving: streaming is being used more flexibly, and navigating the fragmented landscape of apps and content offerings is becoming increasingly important.

Internet TV continues to gain importance

Internet TV in Austria is increasingly transitioning from a supplementary option to a main TV reception mode. While internet TV grows, traditional reception methods continue to decline: cable has declined from 29% in 2025 to 25% in 2026; satellite from 40% to 32%. The shift is even clearer when looking at the primary reception mode: TV streaming ranks a strong first at 35%, followed by satellite at 24% (29% in 2025), cable at 21% (20% in 2025), and IPTV at 12%.

Streaming Becomes Mainstream: Easy Access and Orientation Are Key

Traditional barriers to adopting TV streaming are continuing to lose importance in Austria. The share of non-users who say their existing TV connection is sufficient has dropped significantly from 47% to 37%.

Technical concerns also play a smaller role than last year: worries about internet stability fell from 9% to 6%, while data consumption is now only a barrier for 3% of respondents (down from 9% in 2025). Price, however, remains relevant: 23% of non-users see TV streaming as “too expensive”, unchanged from 2025. At the same time, a new challenge is emerging: for the first time, non-users (11%) cite the confusing array of apps and subscription plans as a barrier.

Online video stable, live TV shifting from regular to situational use

Live TV remains an important part of media consumption, now increasingly streamed via the internet.

YouTube remains the leading online video platform at 62% (63% in 2025), followed by broadcaster media libraries at 35% (38% in 2025). Use of live TV over the internet remains stable at 34% (35% in 2025). The number of respondents using video-on-demand services has slipped from 30% in 2025 to 25% this year.

Looking ahead, confidence in live TV remains strong: 81% expect they will still be using live TV in five years, unchanged from last year.

However, usage patterns are shifting: regular live TV use has declined from 31% to 27%, while those expecting to use live TV only occasionally has risen from 18% to 21%. At the same time, the share of respondents expecting not to use live TV at all in five years has increased from 7% to 10%.

Live TV therefore remains relevant but shows a trend from regular to more situational use.

TV streaming increasingly moves to the big screen

Smart TVs are solidifying their role as the central device for streaming: 62% of respondents now use them for this purpose (2025: 59%). Usage of other devices remains significantly lower and continues to decline, with 31% streaming via laptop or PC (2025: 39%), 34% via smartphone (2025: 39%) and 22% via tablet (2025: 26%).

The trend shows that TV streaming in Austria is increasingly shifting to the television screen.

Increasing flexibility in streaming

Price pressure remains noticeable, although cancellation rates have stabilised: 22% of respondents cancelled a streaming subscription in the past year for financial reasons, unchanged from 2025. Following a cancellation, 46% switch to cheaper offers (2025: 51%), while 24% use free alternatives (2025: 23%).

At the same time, short-term subscription models continue to gain importance: 29% of Austrians deliberately subscribe to streaming services only for a limited period – for example for specific series, films or sporting events – before cancelling again once they have watched the desired content (2025: 27%).

Willingness to switch TV providers also remains high, although it has declined slightly compared to the previous year: around a quarter of respondents (25%) can imagine changing TV provider within the next twelve months (2025: 29%). At the same time, 50% state that they do not plan to switch (2025: 47%).

The figures show that streaming services in Austria are increasingly being used in a more flexible and situational manner, while traditional long-term subscription models and fixed provider loyalty are becoming less important for many users.

Conclusions

In 2026, TV streaming has established itself as a fixture in daily television consumption by Austrians and is now more clearly than ever the country’s most important TV reception method. While traditional reception paths such as satellite, cable, and IPTV arelosing importance, TV streaming platforms such as Zattoo continue to strengthen their position.

At the same time, streaming usage itself is changing: users are switching more flexibly among providers, subscription lengths, and plans. The key challenge is increasingly shifting from technology to issues navigating a fragmented streaming landscape. Live TV remains relevant, but is increasingly used situationally.

Tina Rodriguez, interim CEO at Zattoo, explains: “TV streaming has firmly entered the mainstream in Austria — and is now more clearly than ever the leading TV reception method. Today, the key challenge for users is no longer access to streaming itself, but navigating an increasingly complex landscape of apps and content offerings. This is exactly where Zattoo comes in. Our goal is to significantly reduce this complexity for both Zattoo users and our B2B partners and their customers, making content accessible efficiently, flexibly and in a user-friendly way.”

The report is based on an online survey conducted by YouGov on behalf of Zattoo, in which a total of 1,002 people in Austria participated between 9 and 20 February 2026. The results were weighted and are representative of the Austrian population aged 16 to 69. Zattoo has been conducting this annual survey in Austria since 2021. The TV Streaming Report analyses current developments in internet, television and streaming usage in Austria and aims to contribute to the discussion around the growing importance of TV streaming.

Download the report as a PDF