Google, Meta, Amazon have greater than half of the German promoting market of 31.6 billion euros | EUROtoday

The supposedly excellent news could not be worse for a lot of who earn cash from promoting, particularly digital promoting: The German promoting market is rising this yr, based on the forecast by the commerce affiliation “Die Mediaagenturen e. V.”, by 3.5 % to 31.6 billion euros.

The affiliation predicts that digital promoting will primarily drive development, with a share of 72 % of the general market. And it exhibits the place the hammer lies relating to promoting energy and promoting gross sales.

Of the 31.6 billion internet promoting gross sales, 51.6 % – i.e. greater than half – come from the three US digital giants Google, Meta and Amazon. The media company affiliation predicts gross sales of 8.17 billion for Google, 5.16 billion for Meta and virtually three billion for Amazon. Revenues of virtually 600 million euros are anticipated for the Chinese Tiktok. Everyone else has to share the remainder of the promoting cake (linear TV: three billion, print newspapers: 1.27 billion, linear radio: 721 million, streams: 552 million, print magazines: 434 million euros).

What we see, writes the company affiliation, is the “result of a long-term structural restructuring of the market”. Growth is going down, however is “increasingly distributed among a few players”. “If every second German advertising euro ends up on three non-European platforms, we should all hear the wake-up call,” says affiliation managing director Klaus-Peter Schulz. This applies to “advertisers and agencies as well as publishers, marketers and platforms. Without investments in technologies, content and programming, it will be difficult to remain relevant in the long term. This is particularly evident in the growing video genre. Here, German providers have so far lacked a viable future model.”

Of course, the wake-up name additionally applies to politics. Because this isn’t nearly promoting income and gross sales, however a couple of digital megastructure that destroys competitors, defines public area and undermines democracy. It grows and grows and grows. It will not be lengthy earlier than the international tech giants’ market share shall be 75 after which one hundred pc. And the others are – gone.