Global Media Intelligence 2020: Austria

Key Features

Print and other traditional media still attract large audiences in Austria, but time spent with digital media is on the rise.

• Print newspapers did well in Austria in early 2020. In Q1 2020, 76.4% of internet users ages 16 to 64 had read a print newspaper in the month prior to polling, up from 74.3% last year, according to GlobalWebIndex and Publicis Media. However, print magazine consumption had fallen from 67.4% to 66.1%. Readership of print newspapers and magazines increased with age—but penetration was above 54% even among respondents ages 16 to 24.
• Radio was marginally less popular in Q1 2020 than a year prior, but it did reach 81.1% of internet users. Consumption remained higher among affluent and rural residents, and among respondents ages 45 to 64. By contrast, younger web users made up the bulk of digital audio listeners. In total, the share of internet users accessing music, podcasts, and other audio content on digital platforms rose 6.1 percentage points between H1 2019 and H1 2020.
• As in 2019, live TV viewing registered greater penetration in Austria than video streaming did, though that margin continues to shrink. While 88.6% of internet users polled in H1 2020 had watched broadcast TV in the prior month, 81.6% had streamed video-on-demand (VOD) content during that period.
• Time spent daily with broadcast radio and print press declined between 2019 and 2020, as time spent with online music streaming and digital news increased.