Geför­dert durch:


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.


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:

  1. 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 %).
  2. and the cha­rac­te­ris­tics of their audi­ence
  3. 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 %)
  4. and the cha­rac­te­ris­tics of their audi­ence

Until the pre­sen­ta­ti­on audi­ence based ana­ly­sis are finalized.


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.