July 13, 2012
Media consumption is still on the rise. The average German consumes over 500 minutes (that is almost 8 ½ hours) of TV, radio and internet content daily – often in parallel. This means that since 2000 the use of these three types of media has grown by 1.5% per year. While TV consumption still claims top spot, and has in fact slightly increased in the past few years (average growth since 2000: +1% p.a.), radio consumption has posted a slight decrease (-0.6% p.a.). In contrast, the big growth – hardly surprisingly – is in internet use (+15% p.a.).
The absolute figures may boggle the mind. However, they only apply to the average consumer, so they provide merely a small taste of the actual changes taking place in the media industry with the advance of digitisation and non-linear offers. The emerging trend can be seen, for example, in young people's consumption patterns (not shown here). Among 14 to 16-year-olds, the internet is already the very first choice over all other types of media (internet: 125 min/day; TV: 114 min/day). In this cohort, traditional stationary, linear consumption is steadily losing ground to mobile, non-linear consumption (streaming, in particular). So media houses are virtually compelled to upgrade their longstanding, linear-based business models.
See also:
Verlage im Umbruch: Digitalisierung mischt Karten neu. Deutsche Bank Research. Aktuelles Thema 496.
Paradigm shift in the media industry: Media policy defines new boundaries Deutsche Bank Research. Talking Point.
Media industry facing biggest upheaval since GutenbergDeutsche Bank Research. E-conomics 59.
