A. Guttmann
Research Lead covering media
Digital advertising in Germany - statistics & facts
In 2013, Chancellor Angela Merkel called the internet an “uncharted territory,” earning widespread mockery and going viral in the process. More than a decade later, the role of the internet in Germany’s advertising market remains modest and its development lags behind. In spite of making it into the top five largest digital markets worldwide by value, the share of the internet in overall advertising spending lay at around 13 percent in Germany in 2024, compared to more than 50 percent in mature digital markets such as China, Canada, or the United Kingdom. Trends show that German advertisers still rely heavily on television and even spend more on newspaper ads than they do on their online equivalents. Germany is also among the slower-growing digital ad markets in Europe, with a growth rate of roughly two-thirds of the European average and a mere fraction of growth leader Turkey.
