Mediareports: Market for online media stagnates
The era of market growth for online media in German-speaking markets is coming to an end. According to the study «Online Media 2014» by Mediareports Prognos, the markets for editorially produced online media in Germany, Austria, and Switzerland are currently in a phase of consolidation.
Over the last two years, the ranking of the most popular online media has hardly changed. While in Switzerland the tabloid-oriented online media 20minuten.ch and Blick.ch clearly leave the competition behind, in Germany and Austria the top places are shared by online media from the quality segment.
According to the Prognos media report, the competitors have largely remained the same, but there is still a fierce battle for market share in the online sector. "Quality" is the be-all and end-all, the study found: "Due to the usage behavior of younger target groups in particular, market share can only be gained if operators invest uncompromisingly in quality. Online media that are produced quickly and carelessly fall behind in the rankings."
In all three countries surveyed, new entries into the market for editorially designed online media are also "hardly possible", the institute stated. "The economic barriers to market entry have become high. The economic and advertising crisis of recent years has accelerated market consolidation and consolidated market structures."
According to the Prognos media report, the competitors have largely remained the same, but there is still a fierce battle for market share in the online sector. "Quality" is the be-all and end-all, the study found: "Due to the usage behavior of younger target groups in particular, market share can only be gained if operators invest uncompromisingly in quality. Online media that are produced quickly and carelessly fall behind in the rankings."
In all three countries surveyed, new entries into the market for editorially designed online media are also "hardly possible", the institute stated. "The economic barriers to market entry have become high. The economic and advertising crisis of recent years has accelerated market consolidation and consolidated market structures."
