Global Media Intelligence 2020: Germany

Key Features

In Germany, as in France, many internet users have remained loyal to traditional media.

• Print newspapers still boast sizable audiences in Germany. As of Q1 2020, 64.6% of internet users ages 16 to 64 read a print newspaper in the month prior to polling, GlobalWebIndex and Publicis Media reported. Usage did vary across age groups, though, ranging from 51.9% among 16- to 24-year-olds to 75.1% among those 55 to 64.
• The reach of live TV stood at 88.6% of internet users in Q1 2020—virtually the same as in Q1 2019. The average time spent each day with broadcast TV also remained unchanged, at 2 hours, 16 minutes (2:16).
• Magazine readership fell by 3.2 percentage points during the year, to 60.2% in Q1 2020. Age differentials were more significant here—over 72% of the oldest respondents (55 to 64) read a print magazine in the month prior, compared with 41.3% of those 16 to 24. The reach of both newspapers and magazines remained higher in more affluent households, too.
• Broadcast radio also showed some signs of attrition. Yet penetration was still healthy, at 80.8%. As in the past, older internet users and those in affluent homes were more likely to be radio listeners than younger respondents and those with lower incomes.