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Media usage 2017 - Germans spend nine hours each day consuming audiovisual media

25.01.2018

• Seven hours a day using radio and TV
• One hour a day streaming audio and video
• Just under one hour a day with other audiovisual media
• New record usage shows high social and economic relevance of audiovisual media

Berlin, 25 January 2018

Last year, audiovisual media consumption was the Germans´ most popular leisure activity. This was particularly true in the case of radio and television which, record-ing seven hours of use each day, were by far the most frequently consumed me-dia in Germany. At the same time, the online use of audiovisual content is also in-creasing. In 2017, audio and video streaming reached around one hour of daily media usage, which is equivalent to two-thirds of the entire media consumption via the internet. Added to this is the use of other audiovisual media, such as video games, cinema or CDs and DVDs, totalling almost another hour per day. As a result, total use of audiovisual media amounted to around nine hours a day in 2017 (2016: 8.5 hours), reaching a new record level. This emerges from VPRT´s Media Usage Analysis published today by the Association based on third-party sources.

Dr. Harald Flemming, Managing Director of VPRT: "The figures impressively docu-ment the social relevance of audiovisual media in Germany. Radio and TV pro-grammes play a tremendously important role in people´s daily lives, while making a vital contribution to safeguarding diversity in our country."

Frank Giersberg, Member of the Board of Directors and responsible for Market and Business Development at VPRT: "Germans are spending more time than ever before consuming audiovisual media content. As a result, the economic signifi-cance of these media is also growing. The audiovisual media industry already ranks among the most important economic sectors and employers in Germany and Eu-rope."

In 2017, average daily television consumption across the entire population aged 3+ amounted to 3 hours and 41 minutes (2016: 3 hours and 43 minutes), reaching 3 hours and 58 minutes in the adult target group 14+ (2016: 3 hours and 59 minutes)[1]. On workdays, Germans aged 14+ spent 3 hours and 12 minutes (2016: 3 hours and 10 minutes)[2] listening to the radio during 2017. 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. Internet usage remained relatively stable throughout the entire day[3].

In 2017, 91.8 percent of Germans aged 3+ watched television on a regular basis [1], 92.6 percent of adults 14+ listened regularly to the radio[2] and 78.1 percent of Germans aged 10+ made regular use of the internet[4]. The relevant daily reach amounted to 68.2 percent in the case of television, 78.1 percent for radio and 49.7 percent for the internet.

Internet media offerings were used by 14 to 69-year-olds for 1 hour and 29 minutes during 2017 (2016: 1 hour and 19 minutes in the case 14+-year-olds). Of this, around 58 minutes (2016: 37 minutes), equivalent to just under two-thirds (65%), were attributable to the use of online video and music streaming/MP3. Dai-ly consumption of other forms of audiovisual media, such as cinema, video games, DVD/BluRay and CDs, totalled 50 minutes (2016: 43 minutes)[5].

 

[1] AGF GfK
[2] agma, ma 2017 Radio II and ma 2016 Radio II
[3] VuMA Touchpoints 2018
[4] AGOF, Daily Digital Facts 2017[5] SevenOne Media, forsa – Media Activity Guide 2017 and 2016

 

Downloads
Publication „Mediennutzung in Deutschland 2017“ (german)
Charts on media usage 2017 (german)

About our methods:

VPRT´s Media Usage Analysis is based on ongoing evaluation of third-party sources, including data provided by the Working Group for Media Analysis (agma), the Consumption and Media Analysis (VuMA), the Working Group for Video Re-search (AGF), the Working Group for Online Media Research (AGOF) and the Me-dia Activity Guide published by SevenOne Media and forsa (MAG).

The usage figures represent the duration of daily viewing and listening times, i.e. the average duration in each case, including non-viewers and non-listeners. Com-parative data relating to daily media consumption in the various categories is com-piled from the figures on radio use provided by agma (listeners aged 14+), the AGF figures on TV usage (viewers aged 14+) and the MAG figures on the use of other media shown (users aged between 14-69). 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 total figures relating to shares of me-dia 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. Calculation of the total audience of viewers was based on the first fourteen days of each month, while the total audience of listeners is based on the survey period covered by the radio media analysis ma 2017 Radio II and indicates the number of users over the past fourteen days. The total internet audience includes workday usage over an average two-week period from April to December 2017.

Further VPRT publications:
VPRT monitors market developments in Germany´s audio and audiovisual media industry based on regular surveys and publications. In 2018, the Association will once again publish its spring forecast for the advertising market (May) based on the advertising statistics for 2017, as well as outlining developments on the pay-TV market with its pay-TV statistics in the summer (July) and publishing its 2018 revenue forecast for audio and audiovisual media in the autumn (October).

Queries to:
Frank Giersberg, Member of the Board of Directors
T | +49 30 3 98 80-100, E | gierberg@vprt.de
Press Spokesman Hartmut Schultz, Hartmut Schultz Kommunikation GmbH
T | +49 30 3 98 80-101, E | hs@schultz-kommunikation.com

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

 

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Hartmut Schultz

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Frank Giersberg

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