The holiday season is the most important time of the year for most industries. In the weeks before the festivities, people buy gifts, plan celebrations and spend more freely than usual. At the same time, they watch more television during the dark months. Anyone advertising in the run-up to Christmas should therefore know who they can best reach via streaming, and when. This article is the first in a series looking at audiences by occasion, and it starts with the highest-revenue time of the year.
Why streaming fits Christmas so well
Gift buying has long moved largely online. According to a representative survey by the German digital association Bitkom (December 2025, 1,002 respondents aged 16 and over), 73 percent of Germans buy their Christmas gifts online, and 17 percent exclusively online. That means a large share of your potential customers is already in buying mode in the run-up to Christmas and open to prompts.
On top of that comes media usage. According to the AGF platform study 2025, around 70 percent of households have an internet-capable TV set, and according to surveys by the German media authorities (die Medienanstalten), about two thirds of people use connected TV at least monthly. During the long December evenings the big screen runs especially often, frequently with the whole family in front of it. That is exactly where targeted streaming advertising can be present, before the purchase decision is made.
The key audiences in the holiday season
Gift buyers in midlife. According to Bitkom, the keenest buyers are the 30 to 49 year olds: 82 percent of them buy Christmas gifts online, 24 percent exclusively. They are digitally active, short on time and grateful for ideas. Via streaming you reach them specifically by age and interests, with a clear gift message and a concrete offer.
Families in front of the TV. Christmas films and series nights bring whole households together in front of the big screen. This shared viewing is an advantage the feed does not have, because several people see the same spot. Why that increases impact is shown in the article on co-viewing on smart TV.
Last-minute buyers. A large share of gifts is bought only in the final two weeks before the festivities. This group is especially receptive to offers with quick availability or, for local providers, to the hint that the gift is available just around the corner. Timing is what counts here: a campaign that ramps up in December hits exactly the moment of decision.
Local celebration and hospitality guests. In December, restaurants, cafés and event venues live off Christmas parties, set menus and vouchers. For them, the regional lever is decisive: run advertising only in the postal codes the guests come from. How precisely that works is shown in the article on regional targeting in streaming TV.
Early gift planners. Some people do their gift shopping as early as November, well before the crowds. Those who are present early make the shortlist with these planners before the decision is made. For building awareness, the early part of the pre-Christmas period is therefore more valuable than many think.
How to play it with onescreen
Three things make the difference in the holiday season. First, timing: the best advertising slots in the holiday season are in demand early, so it is better to plan the campaign in late summer or early autumn than only in December. Second, targeting: with onescreen you reach your audience specifically by region and postal code, age, gender and interests, instead of spreading wide. Third, attention: your spots run on the big screen, non-skippable and with full attention, while especially many people are watching in December.
One thing stays important: expectations. The purchase often does not happen directly on the TV, but later on the smartphone or in the store. Streaming advertising builds demand and puts you top of mind before the decision is made. Why relevant attention counts for more than sheer reach is explored in the article Attention Over Reach. And what connected TV actually is, is explained in the overview What is CTV advertising.
Conclusion
The holiday season is the time when buying mood and TV usage coincide. Those who know who they want to reach and when, from the online-buying 30 to 49 year olds to the family in front of the Christmas film to the local celebration guest, can spend their budget in a targeted way instead of spreading wide. Plan early, target precisely and be present on the big screen when the decisions are made.
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FAQ
Who do I best reach in the holiday season via streaming? Above all the keen-buying 30 to 49 year olds, 82 percent of whom buy Christmas gifts online according to Bitkom, plus families in front of the shared TV and, for local providers, the guests from their own area. What matters is targeting specifically by age, interests and region.
When should I start my Christmas campaign? Earlier than many think. The sought-after advertising slots in the fourth quarter are in demand early, and building awareness needs lead time. Planning in late summer or early autumn makes more sense than starting only in December.
Do people buy directly through the TV? Usually not. The purchase often happens later on the smartphone or in the store. Streaming advertising works through attention and impulse; it builds demand before the purchase decision is made.
Is streaming advertising worthwhile for local shops at Christmas too? Yes. Through targeting by postal code you specifically reach the people in your catchment area, for example for Christmas menus, vouchers or gifts from the local store.