2024
9
Germany Media Consumption Habits Market Report 2024
2024-02-28T12:04:11+00:00
REP523F3DB6_128D_4C77_B6CA_EF62E355B674
2195
170961
[{"name":"Consumer Habits","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-habits"},{"name":"Media and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing"}]
Report
en_GB
Generative AI has unlocked unmatched productivity and personalisation opportunities for media brands, but mixed sentiment calls for promoting its value to get consumers on board. Jan Urbanek - Principal…

Germany Media Consumption Habits Market Report 2024

£ 2,195 (Excl.Tax)

Report Summary

Stay ahead of the curve and future-proof your business with Mintel’s Germany Media Consumption Habits Market Report 2024. Our full report is packed with consumer-led market intelligence, media consumption trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of media consumption habits including social media usage and video streaming Germany, and a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook of media consumption habits in Germany, including expert insights.
  • Usage frequency of free and paid-for media formats (TV, streaming services, social media, newspapers/magazines).
  • Media formats consumers think use advertising in the most annoying way.
  • Social media usage Germany, including usage occasions.
  • Consumer sentiment towards different content types being (partially) created by AI, including music, actors in TV/video ads, and visual art.

An Overview of Media Usage in Germany

Although consumer confidence is recovering, almost half of Germans still find themselves in a financially tight situation. Therefore, some consumers in Germany expect to reduce spending on socialising and entertainment due to rising prices. Ad-supported, lower-priced tiers represent valuable options to retain price-sensitive consumers.

However, the majority of Germans do not expect to cut back on socialising and entertainment, suggesting sustained opportunities for media brands, despite broader economic trends.

Media Consumption Habits in Germany: What Consumers Want and Why

  • Gen Z Social Media Usage Germany: Brands have opportunities to leverage screen time as 62% of Gen Z typically use social media while eating. They can target this consumer group with content to explore during meals, thereby not only tapping into their viewing habits, but also sidestepping their displeasure with social media ads.
  • Consumer Worries About Social Media Usage Germany: 55% of 16 to 34-year-olds are concerned about the long-term impact of their digital habits on their mental health. To prevent them from disconnecting, it will be crucial to find ways to encourage sustainable media consumption habits. Therefore, demand for offline media will persist, with consumers appreciating being able to take a break from the digital world.
  • The Impact of AI on Media Consumption in Germany: Although AI brings substantial opportunities in terms of productivity and personalisation, consumer sentiment towards AI-generated content remains mixed. To capitalise on AI’s potential, brands need to convince consumers of the added value that Generative AI provides. For example, AI dubbing and translating content cost-effectively will unlock the world of global media for an infinite audience, amplifying content diversity for consumers.

A Forecast on Media Usage in Germany

  • Online media consumption will continue its long-term growth trajectory, albeit at a slower rate, largely driven by mid-to-older-aged consumers. Meanwhile, TV will persist as a critical mass medium.
  • Ownership in VR headsets will grow, but will likely remain niche. Advances in internet connectivity and cloud technologies will give consumers more choice over where and how they enjoy entertainment, for example, by dissolving hardware barriers with gaming experiences.

To learn how to connect with your audience, purchase our Germany Media Consumption Habits Market Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Apple, Google, Netflix, Knorr, Tefal, Handelsblatt, OTTO, TikTok, Meta (Instagram), YouTube, Nvidia, CocaCola, Amazon, Freevee, and more.

Products: Social media, AI, TV, streaming services, visual art, newspapers, magazines, VR headsets and other entertainment technology, radio, music, podcasts, and more.

Additional Features Included with Your Purchase:

  • Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
  • Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
  • Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive catalogue of market research reports.

Expert Insights on Media Usage in Germany

This report, written by Jan Urbanek, Principle Analyst, delivers in-depth commentary and analysis to highlight media consumption trends in Germany and add expert context to the numbers.

Generative AI has unlocked unmatched productivity and personalisation opportunities for media brands, but mixed sentiment calls for promoting its value to get consumers on board.

Jan Urbanek, Principal Analyst
Jan Urbanek
Principle Analyst

Table of Contents

    • Key issues covered in this Report
  1. EXECUTIVE SUMMARY

    • Market context
    • Graph 1: daily online media consumption* (in mins), by age group, 2019-23
    • Mintel predicts
    • Opportunities
    • Graph 2: weekly usage of audio formats (NET), by age, 2023
    • Graph 3: positive sentiment towards types of AI-generated content (NET), by age, 2023
    • Graph 4: usage frequency of media formats (NET), 2023
  2. MARKET DRIVERS

    • The German economy
    • Graph 5: key economic data, in real terms, 2019-25
    • Graph 6: financial confidence index, 2022 – 23
    • Use of digital technologies
    • Graph 7: internet usage, by age, 2009-23
    • Graph 8: daily online media consumption* (in mins), by age group, 2019-23
    • Wellbeing concerns
    • Graph 9: change in overall mental wellbeing compared to a year ago, 2022
  3. WHAT CONSUMERS WANT AND WHY

    • Media formats used
    • Graph 10: usage frequency of media formats (NET), 2023
    • Graph 11: usage frequency of free media formats, 2023
    • Graph 12: usage frequency of paid-for media formats, 2023
    • Graph 13: daily use of free/paid-for media formats (NET), by generation, 2023
    • Graph 14: Gen Z’s use of free media formats, 2023
    • Graph 15: Millennials’ use of free media formats, 2023
    • Graph 16: usage of free online newspapers/magazines at least once a week, by generation and gender, 2023
    • Graph 17: usage of free print newspapers/magazines at least once a week, by generation and gender, 2023
    • Graph 18: Baby Boomers’ usage of free media formats, 2023
    • Graph 19: weekly usage of video formats, by generation, 2023
    • Graph 20: typical usage frequency of paid-for media formats (NET – any frequency), by net monthly household income, 2023
    • Media formats with the most annoying advert usage
    • Graph 21: media formats with most annoying ad usage, rank up to 3, 2023
    • Graph 22: selected media formats with most annoying ad usage, NET – any rank, by generation, 2023
    • Social media usage occasions
    • Perceptions of AI-generated content
    • Graph 23: feelings about types of AI-generated content (NET), 2023
    • Graph 24: feeling positive about types of AI-generated content (NET), by age, 2023
  4. LAUNCH ACTIVITY AND INNOVATION

  5. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

Click to show report
Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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