Total advertising revenues in the German TV, video and audio market are expected to grow by around 4.6% to €6.31 billion this year (2024: €6.04 billion). In 2024, revenues rose by just 2.5%.
German industry association VAUNET presented these figures today in its annual spring forecast for the audio and audiovisual advertising market, which was published at the occasion of the annual conference of the ZAW German Advertising Federation.
“VAUNET’s forecast paints a mixed, but generally positive picture. However, the economic and regulatory climate remains very uncertain. We hope Germany’s new government will move swiftly to create an investment-friendly environment and send strong signals for more growth, enabling us to compete with the major international tech platforms. Both factors will help preserve media diversity and strengthen democracy,” said Claus Grewenig, Chairman of the Board at VAUNET.
Frank Giersberg, Managing Director at VAUNET added: “Every day, commercial radio, television and streaming services deliver reliable information and entertainment to people across Germany – creating high-reach, high-impact, reliable advertising environments. In turn, responsible advertising spending helps sustain high-quality media content that audiences can rely on.”
According to VAUNET’s spring 2025 forecast, TV/video advertising revenue in Germany is expected to grow by €244 million (4.7%) this year, reaching €5.45 billion. Of this, TV advertising is expected to remain stable at €3.58 billion, while audiovisual streaming is projected to grow by 15% to around €1.87 billion.
In 2024, TV advertising declined by 1.9% to €3.58 billion (2023: €3.65 billion). Instream video advertising, however, grew by 13.6% to €1.63 billion (2023: €1.44 billion). Overall, audiovisual advertising revenue rose by 2.5% in 2024 to €5.21 billion (2023: €5.08 billion).
VAUNET forecasts a 4.2% rise in audio advertising revenue in 2025, up by €34 million to €862 million. Radio advertising is expected to grow by around 3% to €729 million, while audio streaming advertising is predicted to rise by 11% to €133 million.
In 2024, net radio advertising revenue rose by 1.2% to €707 million (2023: €699 million), while audio streaming advertising climbed by 11.9% to €120 million (2023: €107 million). Overall, audio advertising revenue increased by 2.6% in 2024 to €828 million (2023: €807 million).
The figures draw on annual sales reports and other data collected by VAUNET for the TV, radio, instream video and instream audio advertising segments. The 2025 forecast is based on company surveys and interviews with industry experts.
