The media environment in Germany continues to be dominated by traditional media, as the country’s aging population shapes the narrative. That said, time spent with traditional media will slowly decline, while digital will pick up the slack, leading to stability in overall media time.

Key Question: How is media time spent apportioned across traditional and digital channels, and how will the balance change in the coming years?

Key Stat: This year, total media time will be down by only 11 minutes from the pandemic high of 10 hours and 25 minutes (10:25) in 2020. Consumption will remain steady through the rest of our forecast.