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How large is your radio market both in terms of number of radio stations (public and private) and overall advertising revenue (in USD)?
There are 68 public radio stations and 471 private/commercial radio stations (Source: KEK Media database)
Radio advertising revenue in 2020 was €713 million (about US$833 million). In-stream audio advertising revenue in 2020 was €65 million (approx. US$76 million). Source: VAUNET / ZAW
Is your radio market growing in terms of new players in radio or audio?
For the full year 2021, radio advertising revenue will decreased by 5% compared to 2020. In-stream audio ad revenue however increased 16% in 2021.
In 2021 several new radio stations were launched. These include:
- Femotion Radio
- Sportradio Deutschland
- ANTENNE NRW
- Oldie Antenne
Has your radio audience grown over the COVID pandemic, and how does it look now?
According to the official radio reach figures radio had a daily reach in 2021 of 74.7% or 52.7 million people aged 14+ (Source: agma, ma 2021 Audio). In 2019 radio had a daily reach of 76,5% or 54 million people (Source: agma, ma 2019 Audio II).
How has radio advertising revenue performed over the same period?
Radio advertising revenue decreased in 2020 by 9.1% and is predicted to decrease even further by 5% in 2021. So compared to the pre-COVID period in 2019, radio advertising revenue is expected to decrease by 13.6% in the full year 2021.
What is the most important new opportunity that radio stations in your market are pursuing in terms of investment in capital and human resources?
Online streaming channels, podcasts, apps, dynamic ad insertion, skip-song technologies, etc.
What seem to be the most challenging technological, programming, strategic and/or sales goals among radio owners in your market?
In terms of strategy and programming:
- To increase the ad share of radio with regards to its high reach and usage.
In terms of technology:
- Discoverability of radio content on smart speakers and audio platforms.
How advanced is your market in terms of the transition of FM radio operators into audio streaming, audio on demand and digital radio such as DAB or DRM?
In terms of audio streaming an audio on demand the German radio market is well advanced:
- According to the results of the Online Audio Monitor 2021, more than two thirds (69.5%) of people aged 14+ use online audio offerings, that’s an equivalent of 49 million people. Music streaming has a user base of 60.1%, followed by online radio with 53.3% and podcasts with 29.6%.
- According to the latest data of the ma 2021 Audio, radio (including all distribution methods) has a daily reach (Monday-Friday) of 74.7% or 52.7 million people aged 14+, DAB+ has a daily reach of 9.8% or 6.9 million people and online audio has a daily reach of 11.4% or 8 million people.
What regulatory body oversees radio in your country, and who is the best contact person?
In Germany, almost each federal state has its own audiovisual regulatory body as well as one umbrella brand (Die Medienanstalten):
MA HSH – Medienanstalt Hamburg / Schleswig-Holstein
MMV – Medienanstalt Mecklenburg-Vorpommern
NLM — Niedersächsische Landesmedienanstalt
mabb — Medienanstalt Berlin-Brandenburg
Kleine Präsidentenstraße 1
Tel: +49 30 264967-0
brema — Bremische Landesmedienanstalt
Tel: +49 421 33494-0
Landesanstalt für Medien NRW
LPR Hessen — Hessische Landesanstalt für privaten Rundfunk
Wilhelmshöher Allee 262
Tel: +49 561 93586-0
TLM — Thüringer Landesmedienanstalt
SLM — Sächsische Landesanstalt für privaten Rundfunk und neue Medien
LMS — Landesmedienanstalt Saarland
LFK – Landesanstalt für Kommunikation
BLM – Bayerische Landeszentrale für neue Medien
Tel: +49 89 63808-0
Are there other noteworthy radio industry organizations in your country? If so, who are they?
VAUNET German Media Association represents commercial broadcasting and audiovisual companies in Germany. Its approximately 150 members enhance Germany´s media landscape in terms of diversity, creativity and innovation. To ensure that things remain this way even in the digital world, the regulatory, technological and economic parameters must be right. As a trade association, we support our companies in their dialogue with politicians and market partners in order to achieve this goal – at both a national and EU level.
KEK Media database