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
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EXECUTIVE SUMMARY
- The five-year outlook for media consumption habits
- Market context
- Online media consumption declines after years marked by the pandemic
- Graph 1: daily online media consumption* (in mins), by age group, 2019-23
- Immersive tech positioned to change media consumption
- Mintel predicts
- Gen AI to drive explosive expansion of content availability
- Advancing entertainment technology to shape media consumption
- Opportunities
- Tap into the growth potential of music streaming among the over 45s
- Graph 2: weekly usage of audio formats (NET), by age, 2023
- German 16-34s are the key target group for AI-generated content…
- Graph 3: positive sentiment towards types of AI-generated content (NET), by age, 2023
- …but doubling down on value is still key to resonate
- Capitalise on Gen Z’s social media usage habits
- Capitalise on the reach of traditional media in Germany
- Graph 4: usage frequency of media formats (NET), 2023
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MARKET DRIVERS
- The German economy
- Economic recovery to follow the slowdown in 2023
- Graph 5: key economic data, in real terms, 2019-25
- The inflation rate is slowly bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 6: financial confidence index, 2022 – 23
- The impact of the economy on media consumption habits
- Use of digital technologies
- Immersive tech poised to change media consumption
- Almost all Germans are online
- Graph 7: internet usage, by age, 2009-23
- Online media consumption declines after experiencing a boost during the pandemic
- Graph 8: daily online media consumption* (in mins), by age group, 2019-23
- Online media consumption declines after experiencing a boost during the pandemic
- Wellbeing concerns
- Address consumers’ wellbeing concerns
- Graph 9: change in overall mental wellbeing compared to a year ago, 2022
- Position media content as a wellbeing-enhancer
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WHAT CONSUMERS WANT AND WHY
- Media formats used
- Traditional media’s reach stands out in Germany
- Graph 10: usage frequency of media formats (NET), 2023
- Free TV holds substantial reach in Germany
- Graph 11: usage frequency of free media formats, 2023
- Paid media has room to grow
- Graph 12: usage frequency of paid-for media formats, 2023
- Capitalise on TV to reach the masses in Germany
- Age continues to divide media consumption
- Graph 13: daily use of free/paid-for media formats (NET), by generation, 2023
- Gen Z: capitalise on the reach of social- and streaming media
- Graph 14: Gen Z’s use of free media formats, 2023
- Don’t overlook traditional formats as occasional touchpoints with Gen Zs
- Maximise the ad potential of podcasts among younger consumers
- Millennials: use a mixed advertising approach
- Graph 15: Millennials’ use of free media formats, 2023
- Reach younger Millennial men through text media
- 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
- Reach younger Millennial men through newspapers/magazines
- Target younger Millennial men with paid-for text media
- Baby Boomers: focus on TV and radio ads
- Graph 18: Baby Boomers’ usage of free media formats, 2023
- Tap into the growth potential of video streaming among older generations
- Graph 19: weekly usage of video formats, by generation, 2023
- Tap into the growth potential of music streaming among over 45s…
- …by leveraging their preference for free radio experiences
- Grow and retain your audience by offering income-inclusive options
- 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
- Free TV and social media are most likely to be associated with annoying ad usage
- Graph 21: media formats with most annoying ad usage, rank up to 3, 2023
- Consider the impact on brand sentiment with interruptive ads
- Circumvent Gen Zs’ and Millennials’ displeasure with social media ads
- Graph 22: selected media formats with most annoying ad usage, NET – any rank, by generation, 2023
- Radio: capitalise on its sweet spot of reach and ad acceptance
- Social media usage occasions
- Social media is a popular multi-tasking activity
- Overcome attention limitations on social media
- Position F&D products as wellbeing-enhancing social media breaks
- Place your brand in Gen Zs’ ‘watch & eat’ time
- Capitalise on younger Germans’ demand for shared social media usage
- Perceptions of AI-generated content
- Germans are split regarding AI-generated content
- Graph 23: feelings about types of AI-generated content (NET), 2023
- Convince consumers of the value of AI in content generation
- Balance the implications for content quality
- Embrace the growing value of ‘human-made’
- ‘Nothing translates a human like a human’
- German 16-34s are the key target group for AI-generated content…
- Graph 24: feeling positive about types of AI-generated content (NET), by age, 2023
- …but doubling down on value is still key to resonate
- AI opportunities: dubbing & gaming
- AI to overcome the language barrier
- AI opportunities: music & consumer-facing gen AI tools
- Build trust with your audience to encounter fake news
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LAUNCH ACTIVITY AND INNOVATION
- Apple promotes enhanced entertainment experiences with the Vision Pro
- Netflix continues to pivot into the gaming industry
- NVIDIA showcases generative AI in video games
- Amazon Prime Video introduces ads
- Amazon taps into popular social media content format to pull younger consumers to Freevee
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Consumer research methodology
- A note on language
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