Germany's TV, video, and audio advertising market is poised for growth in 2025, according to a new forecast by VAUNET. Total advertising revenues are projected to reach €6.31 billion, a 4.6% increase from 2024's €6.04 billion. This marks a significant improvement compared to the modest 2.5% growth observed in 2024.
VAUNET's spring forecast, presented at the ZAW German Advertising Federation's annual conference, offers a nuanced perspective. Claus Grewenig, Chairman of the Board at VAUNET, notes, “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.”
Frank Giersberg, Managing Director at VAUNET, emphasizes the value of responsible advertising, stating, “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.”
The forecast details a projected €244 million (4.7%) increase in TV/video advertising revenue this year, reaching €5.45 billion. While traditional TV advertising is expected to remain stable at €3.58 billion, audiovisual streaming is projected to experience robust growth, increasing by 15% to €1.87 billion. This contrasts with the 1.9% decline in TV advertising in 2024 and the 13.6% growth in instream video advertising.
Audio advertising is also anticipated to grow by 4.2% in 2025, adding €34 million to reach €862 million. This is fueled by a predicted 3% rise in radio advertising to €729 million and an 11% increase in audio streaming advertising to €133 million. These projections follow the 1.2% growth in net radio advertising revenue and the 11.9% surge in audio streaming advertising in 2024.
VAUNET's data is derived from annual sales reports and surveys, alongside expert interviews, providing a comprehensive overview of the German audiovisual advertising landscape and its promising growth trajectory for 2025.