Germans Spend Almost 11 Hours Daily on Media in 2025
•February 18, 2026
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Why It Matters
The data underscores the enduring dominance of traditional broadcast media in a digital age, shaping advertising strategies and reinforcing the role of trusted content in democratic societies. It also signals competitive pressure on big‑tech platforms as advertisers seek reliable, high‑reach environments.
Key Takeaways
- •Germans spend 10h53m daily on media, 2025.
- •Audio/visual content dominates, 9h38m total.
- •Linear TV/radio still lead despite streaming growth.
- •Audio consumption rises to 4h19m, podcasts modest.
- •Video gaming accounts for 38 minutes daily.
Pulse Analysis
Germany’s media landscape remains remarkably dense, with nearly 11 hours of daily engagement across platforms. While the total time spent has plateaued since 2024, the composition of that time reveals subtle shifts. Linear television still captures 2 hours and 55 minutes, but online video has surged to 1 hour and 43 minutes, reflecting broader European trends toward on‑demand content. The persistence of high reach—over 85% for TV and 92% for audio—highlights the cultural embedment of broadcast channels, even as younger audiences gravitate toward streaming services.
Audio consumption, now averaging 4 hours and 19 minutes per day, illustrates the resilience of radio and the growing appeal of music streaming. Weekday radio alone contributes over three hours, while music streaming adds just 50 minutes and podcasts linger at a modest nine minutes. This split suggests that while listeners value the convenience of digital playlists, the habitual nature of radio persists, offering advertisers a stable, high‑frequency touchpoint. Moreover, the emphasis on audio and audiovisual media as bulwarks against misinformation underscores their societal importance, positioning them as trusted venues for public discourse.
For marketers, the findings translate into a nuanced media‑mix strategy. The continued dominance of linear TV and radio ensures broad reach, yet the incremental gains in streaming present opportunities for targeted, data‑driven campaigns. Simultaneously, the competitive dynamics with big‑tech platforms intensify, as advertisers balance the allure of algorithmic precision against the credibility of traditional outlets. Policymakers and industry bodies will likely focus on safeguarding revenue streams for commercial media, ensuring a level playing field that preserves independent journalism while accommodating evolving consumer preferences.
Germans spend almost 11 hours daily on media in 2025
Germans spent an average of 10 hours and 53 minutes per day on media in 2025, with audio and audiovisual content accounting for the largest share at 9 hours and 38 minutes.
Overall media consumption remained stable compared with 2024, according to the Media Usage Analysis 2025, published by German commercial media industry association VAUNET on 18 February 2026.
“Media consumption in Germany remained at a consistently high and stable level in 2025 and continues to be shaped primarily by audio and audiovisual content. The enduring relevance of linear services such as television and radio is clearly evident: despite growing digital consumption, they still account for the largest share. At the same time, video and audio streaming are gaining further importance and are increasingly driving media consumption online,” said Johannes Leibiger, Head of Media Business & Research at VAUNET.
Frank Giersberg, Managing Director of VAUNET, added: “Current developments clearly underline the social relevance of audio and audiovisual media. In times of disinformation and fake news, their reliable content plays a vital role in safeguarding democracy. Commercial media services financed through the market depend on fair competitive conditions vis-à-vis big tech platforms and licence-fee-funded broadcasters, as well as on the adequate protection of their revenue bases. In the advertising market, all stakeholders share responsibility for safeguarding independent journalism and democratic media. This also means allocating advertising investment towards trusted, professionally produced media environments.”
Average daily audio consumption in 2025 amounted to 4 hours and 19 minutes, representing an increase of 6 minutes on 2024. Of this, 3 hours and 9 minutes – the largest share – continued to be accounted for by weekday radio listening. Online audio services included 50 minutes of music streaming and 9 minutes of podcasts.
Daily video consumption totalled 5 hours and 19 minutes, including 2 hours and 55 minutes of television viewing, 1 hour and 43 minutes of online video use, and 38 minutes spent on video games.
Radio and television, alongside audio and video streaming, reached almost the entire population. In 2025, 85.7% of people aged 14 and over watched television regularly, while 92.3% listened regularly to audio or radio content. Daily reach stood at 59.1% for television and 75.1% for audio.
VAUNET’s report draws on data from multiple sources, including agma, VuMA, AGF Videoforschung, the Media Activity Guide, and the ViewTime Report published by Seven.One Media and Forsa.
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