German Consumer Media Consumption Habits Report 2024

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.

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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
Principle Analyst