The number of self-employed people in the advertising and market research sector in Germany has seen a steady decline from 42,000 in 2013 to 38,000 in 2023. The initial years experienced a year-on-year percentage decrease, stabilizing at 38,000 units from 2019. The compound annual growth rate (CAGR) over the last five years is 0%, indicating no growth or decline. Forecasts suggest this stability will continue through 2028.

Future trends to watch for:

Impact of digital transformation on self-employment.
Role of AI and automation in reducing or increasing reliance on self-employed professionals.
Changes in market demand due to economic shifts or global events.