Germany’s audiovisual advertising market to hit €6.3 billion in 2025, driven by digital growth

Germany’s advertising market in audio and audiovisual media is projected to grow by 2.3% in 2025, reaching a total volume of €6.3 billion, according to the latest spring forecast from Vaunet, the German Media Association. The growth reflects increasing stability in the sector after a challenging macroeconomic period and suggests renewed confidence from advertisers in the reach and effectiveness of audiovisual formats.

Television continues to lead the market, with advertising revenues expected to rise by 1.2% to €3.74 billion. Meanwhile, audio advertising—comprising radio and digital audio—is forecast to grow by 4.4% to €859 million. The strongest growth within the sector is anticipated in streaming and video-on-demand services, with revenues from these formats projected to jump 6.9% to €1.7 billion, highlighting the ongoing shift in consumer behavior and advertising spend toward digital platforms.

Frank Giersberg, Managing Director of Vaunet, emphasized the resilience and adaptability of the industry. “The advertising market in audio and audiovisual media is regaining momentum,” he said. “Despite economic uncertainties, advertisers continue to place their trust in the broad reach and emotional engagement offered by our sector.”

The Vaunet report also notes that while traditional linear TV remains a dominant force in revenue, non-linear and on-demand viewing habits are reshaping the structure of the media economy. Video-on-demand services, in particular, are gaining traction as essential platforms for brand building and targeted advertising, supported by technological improvements in measurement and programmatic capabilities.

On the audio side, radio remains a cornerstone with steady listener engagement, while digital audio formats such as podcasts and music streaming platforms are driving innovation and attracting new advertising models. According to the forecast, the audio sector’s digital share continues to rise, creating new inventory and expanding reach across demographics.

Giersberg also called for continued political and regulatory support to sustain the industry’s development, particularly around media plurality and market fairness. He stressed the importance of a balanced policy framework that enables commercial media providers to compete on equal footing with global tech platforms.

Overall, Vaunet’s spring forecast presents a cautiously optimistic outlook for Germany’s advertising economy, with digital transformation and content innovation acting as key growth drivers. The sector is showing clear signs of recovery and adaptation, positioning itself for sustainable expansion amid a fast-evolving media landscape.