东西互动westOeast：B2B出海营销_德国墨西哥媒体市场分析（40页） .pdf

1、12023Lets Get StartedB2B?20232Copyright 2023 westOeast媒体产业研究的完整框架与本次研究例的范畴?SSP?DSP?ADX?DMP?1.?2.?2.1?/?2.2?App?2.3?OTT?2.4?/?3.?3.1?4.?4.1?4.2?4.3?5.?组?3德国 GERMANY4Copyright 2023 westOeast德国媒体产业概览?1945?8?1?;6?PKS?6?taz?digitaz?Go-live?410?14?2014?5,560?14?79.1%?93%?7,800?87%?7,300?8,320?1,180?1945?1

2、950?1984?1995?1997?2022?50.7%?77.7%?18-54?45.2%?8,331?1?6,000?6,000?7,753?93.1%?5?12?7,090?50.3%?1?2022?2023?1?3,800?2022?213?32.7%?91.2%?5Copyright 2023 westOeast德国的媒体产业依然由传统媒体主导，但是受众兴趣已呈现数字化、社媒化?2012-2020?57%?92%?44?2?Z?3?2?010203?2012-2020?1?2023?360?6%?5%?70%?1?20?2020?2?2?19-40?2,245?vs?1?16-64

3、?79,013?6Copyright 2023 westOeast此外，疫情助推了德国数字媒体及相关告营收的发展?40?2013?63%?2019?34%?2022?9?43?2019?9?6?37?31%?43.7?11.5?46%?2000?40?1.03%?040506?1?XXX?2019?vs 2000?2019?vs 2000?2019200020192000?2013-2019?%?7Copyright 2023 westOeast传统媒体?8Copyright 2023 westOeast德国的新闻报业历史悠久，传统媒体依然具有较影响和受众基础?2024?135?(2010-2

4、024?)2021?225?(?)22.535.615.18.56.46.3?15%?2017?3,0673,06713,53913,53975757667661,1521,1526926926986983,9543,9544,6434,6433,4653,4652,4172,4175,9435,9432,9332,93325252024E22,56022,56017,96217,96218,48218,48218,21318,2132022201825,40725,4072015202322,01322,01319,29619,296201020132016202118,94018,9402

5、022 2012201919,87519,87521,04821,04818,25218,252201723,40023,40022,14222,14221,17321,173202024,28524,2852014电台影院杂志互联网户外电视报纸2022?o?-2022?213?91?83?o?-?o?o?创?2024?9Copyright 2023 westOeast1.电视仍占据主导地位，但告收显露疲态2023?3?14-49?2002-2022E?%?20?8?n-tv?Pro Sieben/Sat 1?RTL?FFH?Energy?Klassik?12?ZDF?ARD?浪?RTL?Sa

6、t.1?ProSieben?Kabel eins?RTLZWEI?2022?14?%?ZDF Sportstudio?Tatort?o?o 2022?89.1%?2021?90.8%?奥?67%?76%?14?2022?67.2%?o 2021?43.41?2019?8?2013?2?2021?11.46?10Copyright 2023 westOeast2.播电台依然流，出现在汽和家庭场景中，同时播客在疫情后更加流2022?40?14?2022?Q3?15?-?洛?ARD?ZDF?2022?3,350?-14?3?6?14-69?53?技?12?CD6?o?28.4%?24.4%?o?61