Revenue from audio and audiovisual media services in Germany is set to rise by 1.8 per cent to 16.3 billion euros in 2026. This is according to VAUNET’s autumn forecast. This growth will be driven primarily by streaming, whilst traditional TV and radio advertising continues to decline.

Revenue from video and audio streaming is expected to total 8.6 billion euros in 2026. According to the forecast, this will represent 52 per cent of the total market for the first time. In 2019, this share stood at 26 per cent.

Video streaming advertising is experiencing particularly dynamic growth: the association expects this sector to grow by 15 per cent to around 2.5 billion euros. At the same time, according to the forecast, the four platform groups – Alphabet, Amazon, ByteDance and Meta – will account for the lion’s share of these advertising revenues, at 72 per cent.

By contrast, VAUNET forecasts a six per cent decline in traditional television advertising to 3.1 billion euros. Radio advertising is also expected to fall by six per cent to around 636 million euros.

In light of this development, the association sees a need for action regarding the economic framework conditions for private media providers. Claus Grewenig, Chairman of the VAUNET Executive Board, is calling for a level playing field in the digital sphere and better opportunities for the refinancing of private media services.