Changing media usage: How the Internet threatens tradition!

Changing media usage: How the Internet threatens tradition!

The use of media in Austria has changed significantly in recent years. The digital media world in particular is showing significant development that is challenging traditional formats. According to a comprehensive analysis of the Austria Press Agency Numerous elements can be observed that shape this transformation.

A striking feature is the clarity of the content offered on different platforms. The APA successfully uses a variety of formats, including live tickers and data centers for sporting events and elections, as well as video resources from various providers such as Glomex and YouTube. This versatility attracts a wide audience and increases user interaction. Embedded posts from social networks such as Facebook and Instagram complement the offering and create a dynamic source of information.

Increasing relevance of digital media

Media use in Austria is strongly influenced by traditional media such as radio and television. Loud Statista On average, Austrians use media for over five hours a day, of which around three hours are spent on television and streaming. A clear trend can be observed, particularly among younger users: they are increasingly accessing online media, while older generations, especially those over 35, continue to prefer offline media.

Digitalization is causing the boundaries between these media categories to become increasingly blurred. Television is increasingly being watched online via media libraries, and radio can also be used intuitively via streaming services. However, linear TV remains popular among the older population, despite a decline in daily reach and viewing time following a pandemic-related surge.

Shifting media usage

The use of digital platforms is particularly noteworthy. For those under 50, almost everyone uses the Internet, with popular applications including instant messaging and social networking. Over two thirds of Austrians are daily users of platforms such as Facebook, YouTube and Instagram. As a result of this development, consumption behavior for online videos has also increased, especially among the 14 to 29 year old age group, who watch online videos for almost two hours a day. YouTube, Amazon Prime Video and Netflix are among the most popular providers.

Although the use of print media is decreasing and the reach of daily newspapers is decreasing, the Kronen Zeitung remains the most read newspaper in the country. When it comes to radio, surveys show that news and music remain the preferred content, with digital streaming services such as Spotify also gaining popularity among older generations.

Overall, it can be said that the media landscape in Austria is subject to constant change. The diverse possibilities offered by both traditional and digital formats have a significant impact on the information behavior of the population. The challenge will be to recognize and respond to the rapidly changing needs of users.