For many Germans, consuming media is an affordable and popular way to unwind, especially at a time of heightened uncertainty. Moreover, younger generations use media as a way to socialise. For instance, 59% of TV users aged 16-34 and 49% of streaming users typically watch with others.
Platforms can leverage this by creating event-driven shared experiences that bring people together. Sports are highly popular in Germany, offering a significant opportunity for streaming providers to engage younger audiences through modern, unconventional sporting events; for example featuring social media personalities.
The wide availability of media and the tendency to consume it in various contexts can make it challenging for platforms and brands to capture consumers’ full attention. Many younger users express a desire to reduce their digital media consumption, emphasising the importance of offering more engaging experiences.
65% of media users aged 16-34 would be interested in interactive media content, providing opportunities for media brands to enhance engagement. Features such as polls, comments and in-stream shopping can make media entertainment more interactive, catering to multitaskers and drawing their focus back to the content.
This report looks at the following areas:
- Overview of current media consumption across different formats, including frequency
- How consumers engage with media, with younger generations being most likely to use it as social leisure activities
- Types of content typically consumed, showing the wide reach of news, including challenges to its perceived trustworthiness online
- Attitudes and behaviours around media consumption, including opportunities for more content diversity, improved searchability and growing expectations for interactive experiences
Media provides escapism at a time of global uncertainty. Leverage interactive elements, such as shoppable streaming experiences, to capture attention.
Lena Rittmann, Analyst
Market Definitions
This Report examines people’s media consumption habits in terms of their typical usage frequency, differentiated between paid-for and free formats. The media areas covered include TV, social media, radio, music streaming services, video streaming services, online newspapers/magazines, print newspapers/magazines and podcasts.
The report further examines social media usage occasions, typically content consumers consume as well as attitudes and behaviours regarding media consumption.
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Outlook
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OPPORTUNITIES
- Leverage opportunities around podcasting
- Tap into growing advertising opportunities with podcasts
- Graph 1: usage of podcasts at least once a week, by age, 2023 vs 2024
- Leverage the emotional value of media
- Harness the power of escapism in a hectic world
- Engage younger Germans by supporting shared media experiences
- Transform media consumption into an immersive experience
- Boost engagement by blending entertainment with shopping
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THE CONSUMER
- Germans’ media consumption
- TV still holds largest reach in Germany
- Graph 2: usage of media formats (free or paid-for) at least once a week (NET), 2023-24
- Offline media still dominates weekly consumption, but online sees faster growth
- Use of pay-TV grows
- Graph 3: usage of paid-for media formats at least once a week, 2023-24
- Paid video stands firm amid tight budgets
- Graph 4: usage of paid-for media at least once a week, by financial situation, 2024
- Weekly use of free digital audio rises as traditional radio faces decline
- Graph 5: usage of free media formats at least once a week, 2023 vs 2024
- Free and paid video streaming services complement each other
- How different age groups engage with media
- Under-35s are embracing digital media, while over-55s prefer traditional formats
- Graph 6: usage of media formats (free or paid-for) at least once a week, by age, 2024
- Younger consumers drive growth in pay-TV use
- Graph 7: usage of free and pay-TV at least once a week, by age, 2024
- Growth in free video streaming usage among mid-aged audiences
- Graph 8: usage of free streaming services at least once a week, by age, 2023 vs 2024
- Use of paid print grew among 16-44s
- Graph 9: usage of paid-for print newspaper/magazine at least once a week, by age, 2023-24
- How Germans consume different media formats
- Tap into the undivided attention of newspaper and social media users
- Graph 10: how consumers typically use the following media formats, 2024
- Younger consumers incorporate media into many aspects of daily life
- Graph 11: consumers using the following type of media while doing something else, by age, 2024
- Netflix partners with Google to merge streaming and ecommerce
- 16-34s embrace media consumption as a social activity
- Graph 12: consumers using the following type of media with others, by age, 2024
- Types of content Germans engage with
- Content preferences differ across age groups
- Graph 13: type of content consumers typically view/read/listen to, NET, by age, 2024
- Young audiences look for entertainment to escape daily routines
- Streaming platforms have to get creative to leverage the popularity of sports
- How streaming platforms capitalise on unconventional sports events
- News and educational formats dominate TV viewership, driven by over-45s
- Graph 14: type of content TV users watch on TV, by age, 2024
- Tap into the popularity of shows to win over a younger generation on TV
- Many turn to podcasts to learn
- Engagement with news
- Over-35s rely on traditional media formats for news consumption
- Graph 15: media formats consumers use to view/read/listen to the news, by age, 2024
- Trust in online news faces challenges – intensified by AI
- Graph 16: consumers who agree that news shared online is generally trustworthy, 2024
- Take proactive steps to combat misinformation
- News brands must adopt a more-reassuring tone to connect with younger Germans
- News brands must adopt more reassuring tone to connect with younger Germans
- Attitudes and behaviours
- Weekends are key for engaging younger audiences in digital media
- Create meaningful digital media experiences to address the urge to limit screen time
- Graph 17: consumers who would like to cut down their usage of digital media, by generation, 2024
- Use conversational AI for super-precise content searches
- Spotify elevates music discovery with AI and text prompts
- Find ways to cater to the complex demands of younger audiences
- Keep young consumers engaged with interactive media content
- Leverage social buzz around media content
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MARKET DRIVERS
- Time spent consuming media falls
- Stagnation in nonlinear media consumption does not compensate for declines in linear consumption
- Graph 18: time spent on types of media per day*, 2021-24
- Video consumption continues to shift online
- Graph 19: time spent on types of media per day*, 2021-24
- Uncertainty drives demand for escapism
- Expectations for the mood of the nation remain gloomy
- Graph 20: agreement that it feels like most people in Germany are in a bad mood at the moment, 2024
- Cost-of-living pressures are still acutely felt
- Graph 21: perception of the state of the cost-of-living crisis, 2024-25
- Social media fuels competition
- Social media’s popularity fuels competition in the online media landscape
- Graph 22: social media platforms used in the last three months, 2024
- Sports streaming and ad-supported growth
- Sport streaming is a hot topic – but Netflix will pursue a different strategy
- Against expectations: Netflix gains subscribers after introducing ads
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations
- Methodology – consumer research
- Consumer research methodology
- A note on language
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