Media Study 2026: Increase in AI Usage in Germany

Nearly 60 percent of the population in Germany now use AI applications, as revealed by the current ARD/ZDF Media Study 2026. This study documents a significant shift in media usage, characterized by the increasing use of text and image generators. While streaming services have stabilized their reach, the use of AI tools continues to rise. The study shows that the usage of streaming services has remained constant in recent years, with around 70 percent of respondents indicating that they regularly use streaming services.

This stability may be attributed to the broad acceptance and diverse range of content available to users. In contrast, the use of AI applications has increased significantly in recent years. In particular, text generators and image generators are gaining popularity. The study documents that over 40 percent of respondents regularly use AI-powered tools for content creation. This indicates that the integration of AI into people's daily lives is becoming increasingly significant.

Another interesting aspect of the study is the age distribution of users. Younger generations, especially those aged 18 to 29, use AI applications disproportionately often, with a usage rate exceeding 75 percent. In comparison, only 30 percent of those over 60 regularly use such technologies. The ARD/ZDF Media Study 2026 also highlights that the acceptance of AI applications strongly depends on the perception of their usefulness.

Many users report time savings and improved quality of their content through the use of AI. 65 percent of respondents stated that they can work more efficiently with AI tools. The study also sheds light on the concerns many people have regarding the use of AI. Data privacy and the quality of generated content are frequently mentioned worries. 58 percent of respondents expressed concerns about data security when using AI applications.

These concerns could influence the future development and acceptance of AI technologies. Another point of the study is the role of media companies, which face the challenge of adapting to changing user habits. The integration of AI into content production could be a way to meet user demands. 40 percent of media companies plan to increasingly rely on AI technologies in the coming years.

The ARD/ZDF Media Study 2026 also shows that the use of social media in conjunction with AI applications is increasing. Many users employ AI tools to create content for platforms like Instagram and TikTok. 45 percent of respondents use AI to optimize their social media presence. The results of the study underscore the growing importance of AI in the media landscape. Changes in media usage could have long-term effects on the industry. The next survey of the ARD/ZDF Media Study is scheduled for 2027 to further monitor developments.