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Germans consume seven hours of television and radio each day

20. Januar 2016

Use of audiovisual media shows cross-platform growth and increasing fragmentation

Berlin, 20 January 2016

Radio and television are the Germans´ most popular pastime and by far the most frequently used media. At the same time, the importance of audio and video on demand, Smart Radio, Smart TV and mobile offerings is growing. This is evident from VPRT´s Media Use Analysis 2015 published today by the Association and based on third-party sources.

According to these, Germans spent more than ten hours a day consuming media, by far the largest share, namely 70 percent, being attributable to the use of television and radio. Taken together, all audiovisual media represent almost 80 percent of daily media consumption.1

In 2015, the German population (aged 3 and over) watched television for an average of 3 hours and 43 minutes each day2 and for almost four hours (237 minutes) in the over-14 target group.3 On workdays, Germans (aged 10 and over) spent 3 hours and 10 minutes listening to the radio in 20154. In the course of an average day, radio is the most frequently used medium from morning until early evening, television recording its widest reach during the evening hours. Internet usage remains relatively stable throughout the day.5

During last year, 92.2 percent of Germans watched television6 and 92.1 percent of the population listened to the radio7. In the case of television, daily reach amounted to 69.1 percent and 77.4 percent in the case of radio.

Internet and mobile consumption continues to become more firmly established with 74.6 percent of Germans aged 14 and over being online each month, 54.6 percent using mobile internet access8. Internet media consumption amounts to around one hour a day. Of this, 10 percent are attributable to online videos and 8 percent to music streaming.9 In an average month, the country´s commercial radio and audio portals, together with the TV and video portals, achieved a combined net reach of 36.71 million people in Germany, consequently reaching 53 percent of all internet users aged 10 and over in Germany.10

Frank Giersberg, Member of the Board of Directors and responsible for Market and Business Development at VPRT: "Audiovisual media are present in people´s daily lives more than ever before. Germans spend seven hours a day with television and radio alone. Not including the growing consumption of audio and video on demand. At the same time, media use is becoming fragmented as a result of increasing numbers of offerings on more and more platforms."

Claus Grewenig, Managing Director of VPRT: "Linear offerings are more lively than ever before, but convergence is making swift progress. To maintain commercial opportunities in the interest of positive ongoing development, a convergent media regime is needed for allofferings. In this case, we are pinning great hopes on the consultations currently being conducted by the Federal and State Governments´ Committee."


Further VPRT publications
VPRT monitors market developments in Germany´s audiovisual media sector by way of regular surveys and publications. In 2016, the Association will once again be presenting its spring forecast for the advertising market (May) based on advertising statistics for 2015, as well as outlining developments on the pay-TV market with its pay-TV statistics in the summer (July) and publishing its 2016 revenue forecast for audiovisual media in the autumn (October).


About our methods
VPRT´s Media Use Analysis is based on ongoing evaluations 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 Television Research (AGF), the Working Group for Online Media Research (AGOF) and the Media Activity Guide published by SevenOne Media / forsa (MAG).

The daily consumption figures stated represent the duration of daily viewing and listening times, i.e. the average duration in each case, including non-viewers and non-listeners. Comparative data relating to daily media consumption in the various categories is compiled from the figures on radio use provided by ag.ma (listeners aged 10 and over), the AGF figures on TV use (viewers aged 14 and over) and the MAG figures on the use of other media shown (users aged 14 and over). The cross-media overview relates to the total overall minute volume reported by these three surveys. Due to the lack of a consistent underlying methodology, the percentage shares of media use should be regarded as approximate values. In the case of television and radio, data relating to the entire reach is based on the total audiences of viewers and listeners and therefore covers a two-week period in each case. The total audience of viewers was calculated over the first fourteen days of each month, while the total audience of listeners is based on the survey period covered by the relevant radio media analysis (ma Radio) and indicates the number of users over the past fourteen days. The internet and mobile reaches stated relate to the monthly average between August and October 2015.
 

Queries to:
Frank Giersberg, Member of the Board of Directors, Market and Business Devel-opment
T | +49 30 3 98 80-100, E | giersberg@vprt.de
Press Spokesman Hartmut Schultz, Hartmut Schultz Kommunikation GmbH
T | +49 30 3 98 80-101, E | schultz@schultz-kommunikation.de


Downloads / Links:
Charts on Media Usage in Germany 2015 (English language)
VPRT publication "Media Usage in Germany 2015" (German language)


About VPRT:
VPRT represents commercial broadcasting and audiovisual companies in Germany. With their TV, radio, online and mobile offerings, its approximately 150 members enhance Germany´s media landscape in terms of diversity, creativity and innova-tion. To ensure that things remain this way even in the digital world, the regulatory, technological and economic parameters must be right. As a trade association, we support our companies in their dialogue with politicians and market partners in order to achieve this goal – at both a national and EU level.

Verband Privater Rundfunk und Telemedien e.V.
Stromstrasse 1, 10555 Berlin
Rue des Deux Eglises 26, B-1000 Bruxelles – Brussels Office
T | +49 30 3 98 80-0, F | +49 30 3 98 80-148
E | info@vprt.de  
www.vprt.de

 

[1] VPRT Analysis based on AGF/gfk 2015 (TV, aged 14 and over), ma (Media Analysis) Radio 2015 II (radio, aged 10 and over) and Media Activity Guide 2015, SevenOne Media / forsa (media, aged 14 and over)
[2] Working Group for Television Research (AGF)
[3] Working Group for Television Research (AGF)
[4] ma 2015 Radio II
[5] VUMA (Consumption and Media Analysis) Touchpoints 2016
[6] Working Group for Television Research (AGF)
[7] ma 2015 Radio II
[8] Working Group for Online Media Research (AGOF)
[9] Media Activity Guide 2015 (SevenOne Media / forsa)
[10] VPRT in-house classification based on AGOF digital facts 2015-10


additional information

Kontakt

Frank Giersberg

Mitglied der Geschäftsleitung / Markt- und Geschäftsentwicklung, Kaufmännischer Leiter

Kontakt

Hartmut Schultz

Pressesprecher
Keyfacts RFM

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