VAUNET media usage analysis: Media usage in Germany in 2024

VAUNET media usage analysis: Media usage in Germany in 2024

The VAUNET Media Usage Analysis 2024 shows how media usage is changing , especially in Germany, and which technological developments are particularly relevant for companies and communication managers. Audio and audiovisual content accounts for almost 90 percent of all media time, but usage is increasingly distributed across digital channels.

At 5 hours and 25 minutes per day, video remains the most frequently used format. While television continues to play a central role, the use of digital video formats continues to increase. Online video and streaming services now account for 1 hour and 37 minutes a day, with connected TV in particular gaining in importance. 80% of internet users access video content via smart TVs at least once a month. The increasing shift from linear television to digital on-demand offerings is changing the way content is consumed.

Audio also remains an integral part of media consumption with 4 hours and 13 minutes of daily use. In addition to radio, which continues to achieve a high reach, the use of online audio formats via smart TVs and other networked devices is increasing. For companies, this change means that although traditional communication channels will remain, they will increasingly have to be combined with digital formats. The analysis shows which platforms are used to reach target groups and how media strategies need to adapt in order to remain visible in an increasingly digitalized media world.