Digital transformation and traditional media: How Germany consumes media

The Media Ownership Monitor is, in principle, a map of the media landscape in Germany. But what about consumption? How do Germans use print and online media, television and radio?

The media landscape in Germany has a well-established infrastructure and a high level of technological penetration in households and among individuals. We take a look at the various facets of media production, distribution and use in Germany, focusing on the main segments of television, print media, radio and online media. The aim is to provide insights into media demand and supply and to identify factors influencing the distribution of ownership and power in the media sector.

Almost all households have internet and mobile phones

In Germany, media penetration across various platforms and devices is high. According to the ARD/ZDF-Massenkommunikation Trends 2023 study, a large proportion of households have computers, electricity and, despite the general decline, many still have a landline.

Internet access: 98% of the German-speaking population aged 14 and over have access to ‘media internet’ and can therefore use media content online.

Mobile phones: Almost all households have mobile phones, with smartphones predominating.

Radio ownership: Radio remains a fixture in many households, supported by traditional and digital formats. 68% of the population has contact with linear radio programming on an average day.

Television ownership: Almost all households have a television, with a mix of satellite, digital and analogue systems. 79% of the population watch television at least once a week.

Media consumption for news and information

Traditional consumption of print media has declined, but remains significant among older population groups. In 2023, the average daily use of printed newspapers and magazines in Germany is 16 minutes, according to ARD/ZDF-Massenkommunikation Trends 2023. This use varies by age group:

• 14-29 years: 10 minutes
• 30-49 years: 7 minutes
• 50-69 years: 15 minutes
• Over 70s: 39 minutes

Newspapers and magazines continue to be read, although digital subscriptions are increasing as traditional print formats adapt to digital transformations.

Television remains a primary source of news, with a large portion of the population watching TV daily, although its dominance is being challenged by online platforms.

The market includes public broadcasters such as ARD and ZDF, as well as private channels. The transition to streaming services is noteworthy, with a significant portion of the population regularly using streaming services such as Netflix and Amazon Prime.

Radio is widely used for news, particularly during commuting hours, with a significant portion of the population listening daily.

Radio consumption in Germany is robust, with high daily reach. The rise in podcast popularity complements traditional radio listening and provides a diverse audio landscape. Public and private radio stations cater to a wide range of preferences, from music to talk shows.

Online media consumption is characterised by extensive use of social media, news sites and streaming services. High-speed internet and mobile broadband penetration facilitates this, with a high percentage of the population accessing content on digital devices.

Online platforms are increasingly becoming the preferred sources for news, with a large percentage of individuals accessing news online daily.

The media environment in Germany is characterised by a mix of public and private ownership. The rise of online platforms and streaming services is shifting the balance of power, with technology companies gaining influence. Traditional media companies are adapting by expanding their digital presence and exploring new revenue models.

12.6 million daily newspapers

There are 333 newspapers in Germany. The circulation figures are regularly reported to the Informationsgemeinschaft zur Feststellung der Verbreitung von Werbeträgern e.V. (IVW) and audited by it twice a year. These newspapers have a combined circulation of 12.6 million copies.

The market is dominated by local and regional subscription newspapers, with 304 titles and a circulation of 8.3 million copies, while five national newspapers have a combined circulation of 0.7 million copies. Six newspapers sold on the street with a combined circulation of 1.2 million copies round off the range.

In addition to the daily newspapers, there are 17 weekly newspapers with a total circulation of 1.6 million copies and two Sunday newspapers that are specifically aimed at weekend readers and have a circulation of 0.75 million copies.

The importance of e-papers is growing: 266 titles also offer their editions digitally, resulting in a circulation of 2.9 million copies.

More than 300 private radio stations

According to the Arbeitsgemeinschaft Media-Analyse e.V. (ag.ma), in July 2024 there were around 330 private and 74 public radio stations in Germany. In 1987, there were only eight private stations, while there were 36 public broadcasters. The number of private broadcasters grew significantly faster than that of public broadcasters.

From 1987 to 2024, the total number of radio stations in Germany increased from 44 to 503, a tenfold increase. In 2024, the private station Radio NRW, as the umbrella programme for local radio stations in North Rhine-Westphalia, had the highest gross ratings in Germany, with 1.47 million listeners per day. The public broadcasters Bayern 1 and WDR 2 ranked second and third among the top 20 radio stations.

Number of private TV broadcasters increases significantly

In 2022, there were 13 public television channels in Germany (the channels of the state broadcasting corporations, ZDF, arte and 3sat), as well as seven special-interest channels (e.g. Phoenix or ZDFneo) and one foreign channel (DW-TV, the television channel of Deutsche Welle).

In contrast, there are a total of 479 private television programmes throughout Germany. Compared to 2010, the number has increased by almost 90 channels. The number of pay-TV channels has increased from 76 to 110 over the same period.

The ranking of audience market shares among viewers aged three and up is led by public broadcasters. According to a survey by TV Scope, in 2022 the ZDF reached a market share of 14.5 per cent, the third programmes of the ARD came to 13.4 per cent, and Das Erste achieved 12.2 per cent.

A different picture emerges when looking at the market share of television broadcasters in the 14-49 age group. In this audience group, RTL achieved a market share of 9.9 per cent, putting it ahead of ProSieben and ARD.

A broad presence can also be seen in the area of news agencies: a total of four major news agencies operate in Germany, including the German Press Agency (dpa) as a private company, Reuters, also a private company, the state-owned Agence France-Presse (AFP) and the Associated Press (AP), which is organised as a private company.

The media landscape in Germany is dynamic, with high media penetration and diverse consumption patterns. The interplay between traditional media and digital platforms is shaping the future of media production, distribution and use. Understanding these trends is crucial for actors who want to navigate and influence the media landscape in Germany.