AI, Short Videos and Local Content Fuel Online Video Boom in Germany
Germany's online video growth is driven by AI, short videos, and local journalism. YouTube leads in 2025, with 78% of providers seeing increased viewership.
AI, Local Content, and Short Videos Fuel Online Video Growth in Germany
Germany's online video sector is witnessing strong growth across platforms, driven by artificial intelligence (AI), short-form videos, and a focus on local journalism. Despite TikTok's buzz, YouTube remains the top video platform in 2025, according to the latest findings from the Online Video Monitor by German media authorities BLM and LFK.
The study reveals that 78% of video providers have seen increased viewership, with 67% expanding their video offerings. Short videos up to three minutes, optimized for mobile, are in particularly high demand. Meanwhile, 86% of providers view AI as the key growth driver, expecting its impact to grow further.
Local Content Holds Strong
Local journalism continues to be a cornerstone of the market. One in four providers with their own websites focus on regional news and reporting, highlighting the ongoing importance of local content in the digital landscape.
BLM President Dr Thorsten Schmiege emphasizes the role of online video as a vital channel for information and civic engagement, stressing the need for diversity and visibility beyond algorithms.
Business Outlook and Challenges
About two-thirds of commercial video providers are satisfied with their current status, although only 25% report actual profits. Still, 79% expect revenue growth, mainly through platform monetization, website advertising, and paid content.
However, the market faces obstacles such as content oversaturation and unclear monetization models on platforms like TikTok and X (formerly Twitter). There is growing demand for clearer rules and stronger regulation: 77% of respondents see regulation as a way to ensure transparency, and 65% want a more reliable legal framework.
Yet, only around half of providers recognize their obligations under Germany’s media supervision, with many unaware of requirements like having an imprint or adhering to journalistic standards.
LFK President Dr Wolfgang Kreißig points out that as formats diversify and AI transforms production, media regulators must ensure fair competition and clear rules for all creators, from solo entrepreneurs to large publishers.
Online Advertising Trends
The video advertising market is showing strong momentum. Net ad revenues are projected to reach €2.45 billion in 2025, a 14% increase over 2024, and are expected to hit around €3.18 billion by 2029.
TikTok leads in growth rate with approximately 40% gains, but YouTube remains the dominant monetization channel. Together, Google (YouTube) and Meta (Facebook and Instagram) control about 60% of the total online ad market, underscoring online video’s central role in digital media.
About the Online Video Monitor 2025
The report was conducted by consultancy Goldmedia for BLM and LFK. It systematically tracks the German online video market by analyzing providers with their own websites, the top 5,000 YouTube channels in Germany, and leading Facebook, Instagram, TikTok, and Twitch video profiles. A survey of 194 providers offers additional insights into industry trends and sentiment.
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