From 2013 to 2023, the turnover in advertising by size class in Germany has significantly decreased, starting from 6.56 billion euros in 2013 to 3.35 billion euros in 2023. The year-on-year variation fluctuated notably: the highest growth was 4.51% in 2014, while the steepest decline was -16.72% in 2018. Over the last two years, the industry saw declines of -11.45% in 2022 and -12.81% in 2023. The CAGR reveals consistent deceleration, with a -10.45% average decrease per year over the last five years.
Future trends to watch for:
- Forecasts predict a continued decline, with a CAGR of -19.75% from 2024 to 2028.
- Attention should be on digital transformation and evolving advertising technologies potentially altering the market landscape.
