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Media Representation in Germany Industry Data and Analysis
Over the past five years, players in the advertising time and space marketing industry have faced difficult market conditions. The advertising industry as a whole is highly susceptible to economic fluctuations, as companies often reduce their advertising expenditure in times of economic uncertainty, which leads to a drop in sales in the industry. The low demand for advertising hit marketers particularly hard at the beginning of the five-year period during the pandemic. Manufacturers and retailers in particular were reluctant to advertise. In 2023 and 2024, subdued consumer sentiment and increased savings behaviour also led to lower demand for advertising space and prevented sales growth. Within the markets, there has been a loss of reach for traditional advertising channels such as TV advertising over the past five years, which has also led to a decline in demand for them. Digital advertising markets and streaming platforms, on the other hand, have seen an increase in reach. The rise of digital platforms and the shift in media consumption to the internet have also led to a massive shift in advertising expenditure towards online advertising. This requires marketers to increasingly focus their strategies on online content in order to remain successful. Industry players that have successfully established themselves on the digital market have been able to benefit from the growth of this market segment. Strategies such as cross-media marketing offers and more intensive cooperation with advertising agencies in order to offer customers a comprehensive range of services were also convincing. On average over the past five years, industry turnover has nevertheless fallen by 1.7% per year to 9.7 billion euros. A slight decline in turnover of 0.3% is expected in the current year.
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What's included in this industry analysis
IBISWorld's research coverage on the Media Representation industry in Germany includes market sizing, forecasting, data and analysis from 2016-2031. The most recent publication was released February 2026.
About this industry
What's this industry report about?
The Media Representation industry in Germany operates under the WZ industry code M73.12DE. The industry of marketing and brokering advertising time and advertising space deals with the sale and resale of broadcasting time and advertising space for advertising purposes on television, radio, the internet and in public spaces. Related terms covered in the Media Representation industry in Germany include banner advertising, layer ads, programmatic advertising, addressable tv and smart tv.
What's included in this industry?
Products and services covered in Media Representation industry in Germany include Marketing and procurement of advertising space, Marketing and procurement of advertising time and Marketing and brokering of hybrid offers.
What companies are included in this industry?
Companies covered in the Media Representation industry in Germany include Ströer SE & Co. KGaA, Seven.One Media GmbH and Google Germany GmbH.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Media Representation industry in Germany.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Media Representation industry in Germany.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Media Representation industry in Germany.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Media Representation industry in Germany. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Media Representation industry in Germany. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Media Representation industry in Germany. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Media Representation industry in Germany. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Media Representation industry in Germany.
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Frequently Asked Questions
What is the market size of the Media Representation industry in Germany in 2026?
The market size of the Media Representation industry in Germany is €10.8bn in 2026.
How many businesses are there in the Media Representation industry in Germany in 2026?
There are 2,061 businesses in the Media Representation industry in Germany, which has declined at a CAGR of 1.8 % between 2021 and 2026.
How may import tariffs affect the Media Representation industry in Germany?
The Media Representation industry in Germany is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Media Representation industry in Germany?
The Media Representation industry in Germany is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Media Representation industry in Germany grown or declined over the past 5 years?
The market size of the Media Representation industry in Germany has been declining at a CAGR of 2.0 % between 2021 and 2026.
What is the forecast growth of the Media Representation industry in Germany over the next 5 years?
Over the next five years, the Media Representation industry in Germany is expected to grow.
What are the biggest companies in the Media Representation industry in Germany?
The biggest companies operating in the Media Representation industry in Germany are Ströer SE & Co. KGaA, Seven.One Media GmbH and Google Germany GmbH
What does the Media Representation industry in Germany include?
Marketing and procurement of advertising space and Marketing and procurement of advertising time are part of the Media Representation industry in Germany.
Which companies have the highest market share in the Media Representation industry in Germany?
The company holding the most market share in the Media Representation industry in Germany is Ströer SE & Co. KGaA.
How competitive is the Media Representation industry in Germany?
The level of competition is moderate and increasing in the Media Representation industry in Germany.
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