Gefördert durch:
Abstract
Brentel, I., & Kampes, C. F. (18.10.2019). German media-market providers online and their audience. The 11th International Media Readings in Moscow, Mass Media and Communications-2019: DIGITALIZING MEDIA: COMMUNICATION, AUDIENCES, POLICIES, Lomonosov Moscow State University. Moscow, Russia.
Relevance & Research Question:
Media digitalization brought a yet unknown level of technological possibilities and triggered a radical change in media system (Lee 2007, p. 745). New providers are pushing into the online-media market challenging the digital formats of traditional-media providers (Mancini 2013, p. 47). There is a shift towards high media reach and revenue-maximizing content coming with progressive commercialization (Meier & Jarren 2001, p. 146ff, Trappel 2007, p. 52, Heinrich 2001, p. 160–163; Küng 2001, p. 223). Increased inequalities within the media market and its audience might result (Mancini 2013, p. 46). Following, our leading research questions are: What consequences arise for the overall horizontal concentration of online-media offerings and the genre-based share between pure online-media providers and traditional-media providers? And how does their audience look like?
Methods & Data:
Based on a representative, unique media-use dataset (MA-IntermediaPlus), collected detailed for media providers´ and marketers´ advertising calculation, we analyse the German online-media market. With more than 300.000 users and over 4.300 online-media offerings (exceeding 400 media providers) for 2016 only, IntermediaPlus is an unprecedented data source on German media markets. Using discriminant analysis, combining the media-market structure and media-use perspective, often lacking in academia, we can present exceptional insights on the German online-media market.
Results:
Target of the presentation is to analyse the market structures of the German online-media market with respect to a potential shift of media providers’ market origin and its consequences on the horizontal as we as thematic online-media offerings. This is especially relevant as pure online-media providers are accountable for over 30 percent of media offerings´ reach. Combined with the description of the respective provider origin specific media audiences’ characteristics we will look at possibly revealing unequal digital engagement as well as inequalities in information level through online media across social groups.
We focus on:
- The market shares of media providers’ generic origin: Magazine providers have the highest share (33 %), followed by pure-online providers (31 %), newspaper providers (26 %), TV providers (9 %) and radio providers (<1 %).
- and the characteristics of their audience
- The media providers’ genre-based shares: Pure online-provider offerings mostly relate to digital topics (18 %), followed by health (15 %), least represented is politics (<1 %)
- and the characteristics of their audience
Until the presentation audience based analysis are finalized.
References
Heinrich, Jürgen (2001): Ökonomisierung aus wirtschaftswissenschaftlicher Perspektive, in: Medien & Kommunikationswissenschaft (49), No. 2, p. 159–166.
Küng, Lucy (2001): The Internet’s impact on incumbent media firms: a management perspective, in: M&K Medien und Kommunikationswissenschaft (49) No. 2, p. 218–226.
Lee, Jae Kook (2007): The Effect of the Internet on Homogeneity of the Media Agenda: A Test of the Fragmentation Thesis, in: J&MC Quarterly (84) No. 4, p. 745–760.
Mancini, Paolo (2013): Media Fragmentation, Party System, and Democracy, in: The International Journal of Press/Politics (18) No. 1, p. 43–60.
Meier, Werner; Jarren, Otfried (2001): Ökonomisierung und Kommerzialisierung von Medien und Mediensystem, in: Medien & Kommunikationswissenschaft. Themenheft „Ökonomisierung der Medienindustrie: Ursachen, Formen und Folgen” (No. 2), p. 145–158.
Trappel, Josef (2007): Online-Medien. Leistungsprofil eines neuen Massenmediums. UVK Verlagsgesellschaft: Konstanz.