Television and radio still achieve the highest reach

TV viewer with a remote control, via dts
TV viewer with a remote control, via dts
In relation to the total population, the television stations and radio programs in Germany still achieve the highest ranges and the longest usage periods.

This is the result of a long-term study by ARD and ZDF on the subject of mass communication, which was published on Thursday. The increasing reception of video and audio content as well as articles on the Internet is therefore part of everyday life for more and more people.

The shifts in reach from linear television to video streaming services and YouTube are only slight compared to the previous year, based on the total population. The younger the user, the stronger the trend towards predominantly entertainment-oriented video usage on the Internet. The broadcasters' media libraries benefit from the general trend and are gaining popularity in all age groups. According to the study, the overall top audio offerings are linear radio programs. However, music streaming services and YouTube have left radio stations behind in terms of reach and duration of use among the under 30s. The corona pandemic, which fell in the middle of the survey period for the study, was an outstanding news event and led to increased demand for "editorial information that was perceived as credible," according to ARD and ZDF. Viewing television content on TV or videos in broadcast media libraries, on platforms such as YouTube or with video streaming services is the most widespread form of reception: With a total daily range of 86 percent, moving images are just ahead of radio or other audio content (82 percent). Articles and reports - whether in newspapers, magazines, on websites or on social media - or books are read by an average of 47 percent of the population each day. Almost half of the total media usage time (424 minutes) is accounted for by moving image content with a net 213 minutes (+9 minutes compared to 2019), followed by audio (179 minutes, -7 minutes) and articles (53 minutes, -1 minute). During the Corona lockdown, the use of moving images increased the most; audio use fell slightly due to the fact that commuting was no longer necessary due to short-time working and working from home, especially during "drive time". The data of the long-term study are based on a dual-frame sample of a total of 3.003 German-speaking people aged 14 and over in Germany. The study was carried out by the GIM Institute and lasted from the end of January to the end of April 2020.