Online Audio Monitor 2023: Over 50 million tune into online audio in Germany, with 19 million doing so on smart TVs

Munich, September 14, 2023 - Online audio consumption in Germany has hit an all-time high: 50.2 million Germans now at least occasionally tune into web-based audio, accounting for 71% of those aged 14 and above.

This represents a modest increase of 2 percentage points from last year. The biggest gain was recorded by web radio, proving especially popular among the 50+ age group. However, music streaming remains the prevailing online audio format in the overall population (60%), followed by web radio (52%), podcasts and catch-up radio shows (30%), and audio books and plays (24%). These are the standout insights from the Online Audio Monitor 2023, which was unveiled today at an online event.

Smart listeners: Nearly two thirds of the population in Germany aged 14 and up (45.3 million) listen to online audio at least once a month, predominantly on their smartphone (80%). Usage on other ‘smart’ devices such as smart speakers, smart TVs, smartwatches and internet radios is on the rise. Smart speakers, in particular, have seen a notable growth of 22% from the previous year. An impressive 19.2 million people aged 14 and up now possess a voice-controlled speaker. And almost all of them stream online audio content through these devices, mainly music streaming (73%) and web radio (72%).

Smart televisions: Smart TVs – televisions that are connected to the internet directly or via additional devices – are rising in prominence as audio devices. Over a quarter of those aged 14+ in Germany (27%) access online audio via their smart TV, predominantly web radio (75%) or music streaming (60%). The principal means of access is via streaming apps (48%) or apps from radio stations or media libraries (41%). Nearly a third of the users highlight sound quality and convenience as primary drivers for using their smart TVs for online audio. For a fifth, the smart TV is the only device with a loudspeaker in the room, while almost as many value the additional onscreen information and visuals.

Smart cars: Half of Germany’s population aged 14 and up (49%) listen to online audio whilst on the move, whether by car, bus, train, plane, bicycle, or foot. The car plays a pivotal role: 60% of regular online audio users listen to online audio content while driving, making in-car listening the most common scenario. Music streaming (56%) and web radio (52%) are the top choices in this context. The integrated infotainment system is also the primary interface for online audio in cars. Two-thirds access content directly through this system (67%), while just under half also connect their smartphone or tablet to it (48%).

“The realm of online audio is teeming with an unparalleled array of content. And this variety resonates, as demonstrated not least by the growing consumption of online audio in the over-50s age group,” declared Dr. Thorsten Schmiege, Bavarian regulatory authority of new media (BLM). “This variety clearly also belongs in the car. Fair play is essential in the cockpit. Smart infotainment systems must guarantee equal, unbiased access to the varied content. This is exactly what the regulatory authorities in Germany are striving for.”

We’re heartened by the positive trend in web radio usage, which confirms the dedication of commercial radio stations

Marco Maier, Chairman of the Radio and Audio Services Board at VAUNET and Chief Executive Officer of Radio/Tele FFH

Marco Maier, Chairman of the Radio and Audio Services Board at VAUNET (German Media Association) and Chief Executive Officer of Radio/Tele FFH, added: “For us radio broadcasters and our audience, it’s crucial that stations are easily navigable on modern in-car infotainment systems. But of course, this extends to all audio devices and platforms. We heartily commend the broadcasting authorities for their commitment in this area, especially as the relevance of web radio and online audio continues its upward trajectory. Naturally, we’re heartened by the positive trend in web radio usage, which confirms the dedication of commercial radio stations.”

Björn Kaspring, Deputy Chair of the Audio Focus Group at the BVDW German Federal Association of the Digital Economy and Vice President Product Management Ströer Digital Media, had this to say: “The Online Audio Monitor impressively demonstrates how the use of interactive online audio formats is expanding. Televisions are morphing into radios while cars are evolving into sophisticated online tools. Today, advertisers can tap into a vast, advertising-savvy audience, making online audio an incredibly effective and forward-thinking marketing avenue. This is further amplified when merged with data-driven ad targeting, performance analytics, and the programmatic trading of audio advertising. The imaginative integration of visual formats further boosts the efficacy of audio campaigns on many digital devices.”

The Online Audio Monitor 2023

The Online Audio Monitor offers a comprehensive look into the online audio habits of Germans aged 14 and above. In total, 8,093 CATI and CAWI interviews were conducted. The CATI sample encompasses both landline and mobile phone numbers. The survey for the Online Audio Monitor was carried out between 24 April and 13 June 2023.

Conducted by mindline media, the study was commissioned by the Bavarian regulatory authority for new media (BLM), mabb Media Authority Berlin-Brandenburg, LFK Media Authority for Baden-Württemberg, North Rhine-Westphalia Regional Media Authority, BVDW German Federal Association of the Digital Economy, VAUNET (German Media Association) and RMS Radio Marketing Service.

The full report on the Online Audio Monitor 2023 can be accessed at (in German).

Frank Giersberg

Geschäftsführer des VAUNET

Tel. 0049 (0)30 39 88 0 121

Johannes Leibiger

Leiter Medienwirtschaft & Forschung

Tel. 0049 (0)30 39 88 0 102

Lesen Sie jetzt
Junge Musikerin, die in einem Musikstudio ihren nächsten Song schreibt.
Über 400 private lokale, regionale und bundesweite Radioprogramme sowie viele hundert private Webradio-, Audio-on-Demand- und Podcast-Angebote stehen für die weltweit einmalige Vielfalt der Radiolandschaft in Deutschland.
Die Audio- und audiovisuelle Medienwirtschaft ist eine der größten Innovations- und Wachstumsbranchen und, gemessen an Umsatz, Wertschöpfung und Beschäftigung, ein enormer Wirtschaftsfaktor in Deutschland und Europa.
Mediennutzung, Werbeumsätze, Entwicklung des Pay-TV- oder Online-Audio-Marktes: Hier finden Sie Studien und Prognosen des VAUNET zu allen marktrelevanten Bereichen.
Consent-Management-Plattform von Real Cookie Banner


Diese Seite ist exklusiv für
unsere Mitglieder

Bitte loggen Sie sich ein oder erstellen Sie ein Nutzerkonto.