German Advertising Market Expected to See Limited Growth Potential in 2026, According to JOM Group Forecast
Hamburg, December 3rd, 2025 – The latest market forecast from the JOM Group has revealed that the German advertising market is facing a challenging outlook for the upcoming year. With the continued economic uncertainty, companies are expected to have limited potential for increasing their advertising investments.
According to the JOM Group’s forecast, the German advertising market is projected to close 2025 with a slight decline and is not expected to see significant growth in 2026. This year has proven to be less robust than originally predicted at the end of 2024, with factors such as downward revisions to economic growth expectations and a decrease in consumer spending impacting advertising companies’ willingness to invest. The market has also shown sensitivity to external disrupting factors, such as customs policies and the crisis in the automotive industry.
Looking ahead to 2026, the JOM Group anticipates that companies will continue to face uncertainty in terms of economic recovery and consumer spending. As a result, advertising expenditure is expected to remain stagnant. However, if the economic situation improves as forecasted, the advertising market could see a slight increase of approximately 0.5%, reaching a volume of just over EUR 28 billion.
The ongoing shift towards a digital media landscape will continue to shape the advertising market in 2026. The trend of budget allocation from linear TV to digital moving image platforms is expected to accelerate, with providers such as YouTube, Amazon, Netflix, and media libraries like RTL+ and Joyn gaining a larger share of advertising investment. These platforms have become an integral part of the big screens in living rooms and are attracting a growing audience.
JOM Group’s press contact, Simone Heitmann, can be reached at simone.heitmann@jom-group.com for further information.
For more information about JOM Group, please visit http://www.jom-group.com.