Content consumption by generation in Germany: What the data means for brands

Understanding content consumption by generation has become a strategic necessity for brands, creators, and e-commerce marketers. As audiences increasingly spread across multiple platforms and formats, knowing where different age groups spend their time – and what type of content they prefer – directly influences marketing performance, brand visibility, and conversion strategies.

A recent survey conducted by Adobe Express offers insight into how audiences in Germany consume digital content today and how those habits vary between generations. By analyzing responses from 2,000 adults across the country, the study highlights shifts in video consumption, platform preferences, and audience expectations toward brands and creators. These findings provide useful guidance for companies looking to reach their audiences more effectively in an increasingly fragmented digital landscape.

Why Content Consumption by Generation Matters

Digital content consumption has evolved rapidly over the past decade. Today, audiences no longer interact with a single dominant platform or format. Instead, content is distributed across a wide range of environments – from social media feeds and short video platforms to long-form streaming and educational content.

For marketers and e-commerce operators, this fragmentation creates both opportunity and complexity. The challenge lies in identifying where specific target groups spend their time and what type of content resonates most strongly with them.

The Adobe Express survey was designed to address exactly this problem. By examining content consumption by generation, the research provides insights into how audiences discover trends, which content formats they prefer, and what they expect from brands and creators in the coming years.

Short-Form Video Leads Content Consumption

One of the most notable findings from the survey is the dominance of short-form video content.

Among respondents in Germany, 30% identified short-form videos as their most appealing type of entertainment, making it the most popular content format overall. It is particularly favored by younger audiences, with 35% of 18–24-year-olds and 36% of 25–34-year-olds selecting it as their preferred type of content.

The popularity of short-form video reflects the broader rise of social-first content platforms and the growing influence of quick, highly visual storytelling. For brands operating in e-commerce, this highlights the importance of formats that deliver information or entertainment quickly and clearly within limited timeframes.

However, generational differences remain significant. While younger audiences gravitate toward short-form content, older groups continue to prefer longer formats.

Long-Form Content Still Matters for Older Audiences

Despite the strong growth of short-form video, longer content formats continue to play an important role in content consumption by generation.

Long-form videos – including YouTube tutorials, interviews, and vlogs – ranked as the second most popular content type, chosen by 27% of respondents.These formats are particularly favored by older audiences, who tend to prefer more in-depth and slower-paced content experiences.

News content shows an even stronger generational divide. Nearly 40% of respondents aged 55–65 identified news as their most important online content source.

These patterns illustrate that while short-form entertainment dominates among younger demographics, older audiences continue to value informational and long-form formats. For businesses targeting multiple age groups, balancing both types of content remains essential.

Gender and Regional Differences in Content Consumption

The study also identified differences in content consumption based on gender and geographic location.

Women reported watching short-form videos significantly more frequently than men, with 36% of female respondents preferring this format compared to 23% of men. In contrast, men were more likely to favor longer video content.

Regional differences further illustrate how digital habits vary across Germany. For example, residents of Mecklenburg-Western Pomerania showed the highest preference for short-form content at 40%, while Saarland recorded the lowest level at 22%.

Interest in specific topics also varied by region. Respondents in Bremen showed the strongest interest in news, while those in Brandenburg displayed the highest interest in AI-related content.

These findings reinforce the idea that content consumption by generation cannot be viewed in isolation. Gender and geographic context also influence how audiences interact with digital content.

Where Germans Discover Trends Online?

Understanding where audiences look for trends is equally important for marketers. According to the survey, YouTube is the most widely used platform for discovering trends, selected by 49% of respondents.

However, generational differences again shape these behaviors. Among 18–24-year-olds, TikTok is the dominant platform for trend discovery, with 66% of respondents in this age group identifying it as their main source.

Instagram and Facebook follow behind YouTube overall, with usage levels of 40% and 38% respectively.

One particularly notable shift is the declining role of Facebook among younger audiences. Only 13% of Gen Z respondents reported using Facebook regularly, highlighting a clear generational transition in platform preference.

For brands and retailers, these findings demonstrate the importance of aligning platform strategy with the demographics they want to reach.

Short-Form Video Consumption Continues to Rise

The study also examined how digital consumption habits have evolved over the past year. The data shows continued growth in short-form video viewing.

Thirty percent of respondents reported that their consumption of short-form videos increased during the previous year.

Among younger users, the adoption of AI tools has also increased. Around 28% of respondents aged 18–24 reported using AI tools more frequently than before.

At the same time, older age groups indicated that their content consumption patterns have remained largely stable. This highlights how younger generations often drive shifts in digital behavior, while older audiences adopt new habits more gradually.

Regional data reinforces this trend. In Brandenburg, Lower Saxony, and Hesse, more than one-third of respondents reported increased consumption of short-form content.

What Audiences Expect From Brands

Changes in content consumption by generation also influence expectations toward brands.

According to the survey, the most important factor audiences expect from brands online is entertainment, selected by 39% of respondents. Informational content followed closely at 36%, particularly among older audiences.

Exclusive offers ranked third at 29%, showing that promotional value remains an important motivator for engagement.

Influencers, meanwhile, were primarily relevant for younger audiences. Among 18–24-year-olds, 26% reported that influencer content plays an important role in their online experience.

For brands, these findings highlight the need to balance entertainment with useful information. Content that both informs and engages audiences is most likely to resonate across generations.

Authenticity Will Shape Content in the Future

Looking ahead, authenticity emerges as the most important expectation audiences have for creators and brands.

Across all respondents, 50% identified authenticity and relatability as their top priority. Among respondents aged 55–65, this figure rises even further to 62%.

Other factors such as highlighting social issues (29%) and the use of AI tools (24%) were mentioned less frequently.

These findings suggest that while formats and platforms evolve rapidly, trust and authenticity remain central to successful digital communication.

For brands, this reinforces the importance of transparent messaging, relatable storytelling, and genuine engagement with audiences.

What This Means for E-commerce and Digital Marketing

For brands operating in digital commerce, the findings underline a simple but important reality: audience behavior is becoming increasingly segmented.

Short-form video continues to dominate among younger audiences, while older generations still value long-form and informational content. Platform preferences vary widely between age groups, and expectations toward brands increasingly revolve around authenticity and entertainment.

Understanding content consumption by generation therefore becomes a critical component of modern marketing strategy.

Brands that align their content formats, platforms, and messaging with the preferences of their target audience will be better positioned to capture attention in an increasingly crowded digital environment.

Methodology

The insights presented in this article are based on a survey conducted by Adobe Express.

The study surveyed 2,000 adults across Germany about their online content consumption habits. Participants were asked about their preferred content formats, platform usage, expectations toward brands and creators, and how their consumption patterns have changed over time.

The analysis also considered demographic factors such as age group, gender, and regional location within Germany. This allowed the study to examine how content consumption by generation differs across audiences and geographic areas.

The results reflect self-reported behavior from survey participants and provide a snapshot of digital consumption trends within the German population.

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