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Media Usage 2018: Germans are using audiovisual media for more than nine hours each day

22.01.2019

More than 5 hours video and TV and around 4 hours radio and audio consumed each day

Berlin, 22 January 2019

People are consuming more and more audio and audiovisual media content. During 2018, audiovisual media usage by Germans (aged 14 and over) rose to over nine hours a day for the very first time. Radio and television continued to be by far the most frequently consumed types of media, while a further increase was registered in the use of audio and audiovisual media content via the internet. This emerges from VAUNET´s Media Usage Analysis published today by the Association based on third-party sources.

Dr. Harald Flemming, Managing Director of VAUNET: "Audiovisual media are becoming more and more important in people´s lives and are therefore also gaining increasingly higher social status. In view of their public value offerings, well-founded journalistic content and wide range of entertainment formats, they are excellently suited to fulfilling this responsibility and offering viewers, listeners and users extensive value added.”

Frank Giersberg, Member of the Board of Directors and responsible for Market and Business Development at VAUNET: "Using audiovisual media is by far the most popular pastime among Germans. People, even very young ones, still invest a particularly large amount of their free time-consuming classic radio and TV. Added to this is the use of media in the internet, with audio and video content already accounting for about three quarters of online usage."

The projected figures for daily video and television use in 2018 amounted to a total of 5 hours and 12 minutes (2017: 5 hours and 6 minutes), the major part of this still arising from television consumption, which reached 3 hours and 54 minutes across the entire population (aged 14 and over) in the year 2018 (2017: 3 hours and 58 minutes) [1]. Audio usage amounted to 3 hours and 52 minutes (2017: 3 hours and 52 minutes). Germans over the age of 14 spent 3 hours and 12 minutes (2017: 3 hours and 12 minutes) listening to the radio on workdays [2]. On average, media offerings in the internet were used by 14 to 69-year-olds for 1 hour and 37 minutes in 2018 (2017: 1 hour and 29 minutes). Of this, around 71 minutes (2017: 58 minutes), namely 73 percent, were meanwhile attributable to the use of online videos and music streaming/MP3. The cumulative daily consumption of other forms of audiovisual media, such as cinema, video games, DVD/Blu-ray and CDs, amounted to 47 minutes (2017: 50 minutes) [3].

In the course of an average day, radio was the most frequently used medium from morning until early evening, with television being the most-consumed medium and recording the widest reach during the evening from about 18.00 h onwards. Internet usage remains relatively stable throughout the entire day [4].

In 2018, 92.2 percent (2017: 91.8 percent) of Germans aged 3 and over watched television on a regular basis [1], 93.8 percent of adults from the age of 14 listened regularly to the radio [2] and 81.2 percent of people aged 16 or more made regular use of the internet [4]. The relevant daily reach amounted to 67.6 percent in the case of television, 77.6 percent for radio and 52.3 percent for the internet.

[1] Working Group for Video Research (AGF) in cooperation with the consumer research organisation GfK
[2] Working Group for Media Analysis (ag.ma), ma 2018 Audio II and ma 2017 Radio II
[3] SevenOne Media / forsa – Media Activity Guide (MAG) 2018 and 2017
[4] VuMA Touchpoints 2019
[5] Working Group for Online Research (agof), Daily Digital Facts 2018

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Publication „Mediennutzung in Deutschland 2018“ (german)
Chart on media usage 2018

About our methods:

VAUNET´s Media Usage Analysis is based on ongoing evaluation of third-party sources, including data provided by the Working Group for Media Analysis (ag.ma), Consumption and Media Analysis (VuMA), the Working Group for Video Research (AGF), the Working Group for Online Media Research (agof) and the Media Activity Guide (MAG) published by SevenOne Media and forsa. Cross-media information on the duration of daily media use is gathered from various sources so that, due to methodological differences, the total figures in particular should be regarded merely as approximate values. The comparative data relating to daily media consumption in the various categories results from figures provided by ag.ma in the case of radio usage (listeners aged 14 and over, workday), by AGF Video Research for TV usage (viewers aged 14 and over) and by the MAG published by SevenOne Media and forsa on the use of other media (users between 14 and 69 years). In the case of television and radio, data relating to the entire reach is based on the widest audiences of viewers and listeners and relate to a period of two and four weeks respectively.

Further VAUNET publications:

VAUNET monitors market developments in Germany´s audio and audiovisual media industry based on regular surveys and publications. In 2019, the Association will once again be presenting its spring forecast for the advertising market (May 2019) based on the advertising statistics for 2018, as well as outlining developments on the pay-TV market with its pay-TV statistics in the summer (July 2019) and publishing its revenue forecast for audio and audiovisual media in the autumn (October 2019).

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Hartmut Schultz

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Frank Giersberg

Mitglied der Geschäftsleitung / Markt- und Geschäftsentwicklung, Kaufmännischer Leiter