Online audio firmly established as a mass medium in Germany – Discoverability is becoming a key success factor   

Munich, September 16, 2026 

Stefan Mölling, CEO of RMS Radio Marketing Service: “The Online Audio Monitor shows that digital audio is no longer an additional channel, but an integral part of everyday media consumption. For brands, its real strength lies in the combination of reach, listening context, trusted environments and a diverse range of audio inventory – from radio and simulcast to streaming and podcasts. It is precisely this diversity that makes digital audio such a powerful channel for digital marketing: messages can be delivered in relevant contexts, in ways that attract attention and reflect specific reasons for listening.” 

Online audio established as a mass medium: Following the strong growth of recent years, online audio usage is stabilising at a very high level. Three-quarters of the population in Germany aged 14 and over – around 53 million people – listen to online audio at least occasionally. For many, online audio has long been part of everyday life: 44% – almost 32 million people – listen daily or almost daily, particularly to web radio and music streaming. 

This is also reflected in the figures for the individual formats: music streaming continues to have the highest usage (66%), followed by web radio (54%), podcasts (34%) and audiobooks/audio dramas (25%). Music streaming and podcasts remain at last year’s levels, while web radio and audiobooks/audio dramas have declined slightly. At the same time, simulcast listening continues to account for a large share of web radio use: eight out of ten web radio listeners tune in to stations that are also broadcast on FM or DAB+, while more than half listen exclusively to such stations. 

Why online audio is always there: Online audio fits into many moments of everyday life – whether people are working, browsing the internet, gaming or on the move. It is most commonly listened to in the car and while doing housework, each cited by around six in ten regular online audio listeners. Younger people are more likely to listen while doing something else, whereas older people are more likely to give the audio their undivided attention. 

In these situations, online audio scores particularly highly for entertainment, ease of access and the ability to listen without looking at a screen. Music streaming also scores highly by allowing listeners to choose exactly what they want to hear and is the format most likely to make listeners feel good. Web radio stands for quick, spontaneous access and is a reliable source of information. Podcasts appeal through in-depth information and the ability to choose specific topics. 

Radio remains the clear number one in the car: 30 million people listen to online audio in the car, 84% of whom also listen to radio. Traditional FM/DAB+ radio reaches 74%, ahead of music streaming (70%) and web radio (60%). A look at how people access radio in the car also shows that radio has a particularly strong presence in built-in radio and infotainment systems, where 95% of users find the radio section easy to locate. On Apple CarPlay and Android Auto, by contrast, radio faces greater competition from music streaming and podcasts for visibility and access. 

Dr. Thorsten Schmiege, President of the Bavarian Regulatory Authority for New Media (BLM) and Chair of the Conference of Directors of the State Media Authorities (DLM): “For many people, online audio is now a natural part of everyday life – at home, on the move and especially in the car. Radio remains strong in the car, but in the digital cockpit, discoverability is increasingly determining what people listen to. That’s why radio services need to be visible and easily accessible on digital interfaces, in apps and on platforms. This is particularly important for local, regional and journalistic services – because discoverability is also a question of media diversity.” 

About the Online Audio Monitor:  

The Online Audio Monitor is a representative survey of online audio usage among the German-speaking population aged 14 and over in Germany. Conducted by mindline media, the study was commissioned by the Bavarian Regulatory Authority for New Media (BLM), the Berlin-Brandenburg Media Authority (mabb), the Baden-Württemberg Media Authority for communication (LFK), the Media Authority of North Rhine-Westphalia, the German Association for the Digital Economy (BVDW), VAUNET (German Association) and RMS Radio Marketing Service. 

The full report of the Online Audio Monitor 2026 can be accessed at www.online-audio-monitor.de (in German).