Germany’s online video market continues to expand rapidly across all platforms, with artificial intelligence (AI), short-form content and local journalism emerging as dominant forces shaping its development.
Despite the hype surrounding TikTok, YouTube remains the most-used video platform in 2025, according to the latest Online Video Monitor published by German media authorities BLM and LFK.
The study finds that 78% of video providers have experienced increased viewership across platforms, and 67% have expanded their video activities. Short videos of up to three minutes, optimised for mobile use, are in especially high demand. Meanwhile, AI is seen as the most important growth driver in the sector, with 86% of providers expecting its influence to continue rising.
Local content remains a defining feature of the market: one in four providers with their own web presence focuses on regional news and reporting. This underlines the ongoing relevance of local journalism in the digital age.
“Online video has become a key channel for information, entertainment and civic engagement,” said BLM President Dr Thorsten Schmiege. “That’s why it’s so important to ensure not only growth, but also diversity – especially in local journalism. Visibility must not be left to chance or the algorithms.”
The business outlook for the sector is cautiously optimistic. Around two-thirds of commercial providers say they are satisfied with their current position, although only one in four actually reports a profit. Nevertheless, 79% expect growing revenues in the near future, primarily through platform monetisation, advertising on their own websites, and paid offerings. However, many cite the flood of competing content and unclear monetisation models on platforms like TikTok and X (formerly Twitter) as major obstacles.
Calls for clearer rules and stronger regulation are growing louder. Some 77% of respondents see regulation as a means of ensuring transparency, while 65% want a more reliable legal framework. At the same time, only about half of providers are aware that they fall under the media supervision of Germany’s regulators. Legal obligations such as having an imprint or adhering to journalistic standards are also not universally understood.
“The market is expanding, formats are becoming more diverse, and innovations like AI are rapidly transforming production,” said LFK President Dr Wolfgang Kreißig. “Our job as media regulators is to ensure fair competition and reliable rules – for everyone, from solo creators to major publishing houses.”
The online advertising market is also developing dynamically. Net ad revenues in the video segment are forecast to reach €2.45 billion in 2025 – a 14% increase over the previous year. By 2029, the market is expected to grow to around €3.18 billion.
TikTok currently shows the highest growth rates, with gains of around 40%, but YouTube remains the most important monetisation channel. Around 60% of the total ad market is accounted for by Google (YouTube) and Meta (Facebook and Instagram), confirming online video’s central role in both journalistic and commercial digital media.
The Online Video Monitor 2025 was conducted by consultancy and research firm Goldmedia on behalf of BLM and LFK. It aims to systematically analyse and track developments in the German online video market. The report covers providers with their own websites, Germany’s 5,000 top YouTube channels, and prominent Facebook, Instagram, TikTok and Twitch video profiles. In addition, a survey of 194 providers offers insight into industry trends and sentiment.
