German Advertising Market Expected to Remain Stagnant in 2026, According to JOM Group Forecast
Hamburg, 2 December 2025 – The latest advertising market forecast from the JOM Group, a leading marketing and media agency, has revealed that the German advertising market is expected to experience limited growth in the coming year due to ongoing economic uncertainty. The forecast, released on Wednesday 3 December 2025, predicts that the market will see a slight decline in 2025 and will continue to stagnate in 2026.
According to the JOM Group, the market has been significantly less robust than originally predicted at the end of 2024. This can be attributed to downward revisions in expectations for overall economic growth and consumer confidence, as well as a decrease in advertising company investments. The effects of external factors such as customs policies and the crisis in the automotive industry have also played a role in the market’s sensitivity and reaction to change.
The JOM Group expects this uncertainty to continue into 2026, with companies hesitant to increase advertising investments until economic recovery and private consumer spending improve. As a result, the forecast predicts that advertising expenditure will remain relatively static. However, if the economic situation improves as anticipated, 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 is expected to continue in 2026, with a significant increase in budget allocation from linear TV to digital moving image platforms. This trend has been steadily growing for years, and providers such as YouTube, Amazon, Netflix, and media libraries such as RTL+ or Joyn are now essential components of the big screens in living rooms. As a result, they are attracting a growing share of advertising investments.
JOM Group’s press contact, Simone Heitmann, stated, “We are closely monitoring the market and will continue to provide updates on any changes or developments. As a leading agency, we are committed to helping our clients navigate these uncertain times and make informed decisions about their advertising investments.”
For more information, please contact Simone Heitmann at simone.heitmann@jom-group.com or visit http://www.jom-group.com.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.