Status: 09.11.2021 11:10 a.m.
Younger age groups are online much longer, videos are reaching more and more people – and podcasts are becoming more and more popular: This shows the new one ARD / ZDF-Online study.
Around 66 million people in Germany use the Internet – 100 percent of those under 50, 95 percent of the group between 50 and 69 and 77 percent of those aged 70 and over. That shows the current one ARD / ZDF-Online study. 1997, as the first ARD / ZDF-Online study published, 4.11 million people were still using the Internet – 6.5 percent of the adult population.
The average usage time of the media internet increased from 99 minutes a day in 2019 to 136 minutes (plus 16 minutes) in 2021. Media use of the Internet includes, for example, watching videos (time-shifted), listening to audios, podcasts, radio broadcasts or music via music streaming services, reading newspapers and magazines on the Internet, or reading texts on online offers from television stations, such as First, both regional broadcasters of the ARD and via social media offers.
Videos on the Internet reach most of the people. Video including YouTube, media libraries and streaming services take just over an hour at 64 minutes. Young age groups use the media internet significantly longer – for 14 to 29 year olds it is 4.5 hours a day, for 30 to 49 year olds three hours. In general, videos are reaching more and more people on the Internet.
Daily range increases
The daily range increases to 36 percent (plus six percentage points). The middle age group in particular is driving this development forward: among 14 to 29 year olds, 70 percent (plus three percentage points) watch videos on the Internet on a normal day; among 30 to 49 year olds it is 50 percent (plus 13 percent) Percentage points).
Even if Netflix remains the market leader in video streaming services (32 percent of people use Netflix at least once a week), the media libraries of ARD and ZDF, which are used by a fifth of those surveyed, are becoming increasingly popular. So underlines ZDF-Planning chief Florian Kumb: “The ARD / ZDF-Online study shows: Almost everyone in Germany is online, video usage is the most important growth driver and TV providers, with their media libraries and on YouTube, achieve the highest growth rates in the middle age groups. “
Audio streaming services are on the rise
Audio streaming services such as live radio and podcasts also increased in 2021. An increase of five minutes to a total of 56 minutes is recorded here. Benjamin Fischer, head of ARDOnline and des ARD digital boards: “The growing use of audio and video content that gives us the ARD / ZDF-Online study in its latest edition once again proves that our digital platforms like the ARDAudio library and ARD-Mediathek and its content to make it even better for our audience, “he says.” The digital offensive in the ARD but goes far beyond that. We are developing into a digital, federal media network – from the working methods to the infrastructure. “
Due to the Corona, the use of the Internet – i.e. the use of the Internet on the way to work – fell from 74 percent to 71 percent of the population, as expected, and rose sharply to 79 percent this year. When it comes to social media services, Facebook (28 percent) is still in first place for “at least weekly use”, but the changing of the guard through Instagram (26 percent) has already begun. If you look at daily usage, Instagram has already overtaken Facebook. Instagram is way ahead in the age group of 14 to 29 year olds.