The results of the study were presented by Klaus Goldhammer, Managing Director and Managing Partner of Goldmedia, the conducting institute. They were then presented by Jeannine Koch, managing director of the medianet berlinbrandenburg eV and publisher of the media barometer, as well as Helge Jürgens, Managing Director of New Media Promotion at Berlin-Brandenburg media board, categorized. The event was moderated by Mia Heresch.
This year's media barometer consisted of three parts:
- the annually recurring general section, which focuses on the status quo of creative technology companies with regard to business and personnel development
- the current challenges and potential opportunities in national and international competition for the film and games industry
- Regarding the topic of "Artificial Intelligence": To what extent are AI tools already being used in companies? How open are employees to them? Have any economic successes already been achieved through AI? What potential and risks exist?
The complete Media Barometer 2025 with all figures, facts and charts as well as information on the current business climate index is now available. here for download.
Jeannine Koch, Managing Director, medianet berlinbrandenburg eV:
"The study results reveal that companies in the creative technologies sector in the capital region are facing significant challenges and undergoing a major transformation. The sharp decline in the business climate index compared to previous years is partly attributable to the outstanding funding components for the film and games industries during the survey period. Uncertainty in the market is also stemming from the fact that some industry demands have not yet been met. However, there are now positive signals from the new federal government indicating that, for example, the requested tax incentive models and investment obligations in the film industry, as well as sustained funding for games, are planned. These measures are essential for international competitiveness – as are reducing bureaucracy and facilitating the integration of qualified international personnel into the German labor market."
Furthermore, 79% of respondents indicate that the role of artificial intelligence in their industries will increase significantly. This underscores that companies will undergo significant transformation processes in the coming years.
Helge Jürgens, Managing Director of New Media Funding, Medienboard Berlin-Brandenburg:
"The media barometer makes it clear: The audiovisual creative industries are facing major challenges. To stimulate innovation and growth, financial and structural framework conditions urgently need improvement. The barometer clearly identifies the areas for action – less bureaucracy, reliable funding structures, and tax incentives."
Regarding the games industry: This future-oriented sector, with its high affinity for technology and already AI-optimized production workflows in many areas, has long since spread to other sectors of the economy. The Berlin-Brandenburg media hub has great growth and competitive potential.
Dr. Hinrich Holm, Chairman of the Board and CEO, Investitionsbank Berlin:
"The results of this year's media barometer are clear and sobering. The mood among media companies has reached a low point. Clearly, the industry cannot decouple itself from the overall economic climate. Therefore, we should focus on our own capabilities. For example, the competitiveness of media companies could easily be increased by reducing bureaucratic hurdles in administration and government agencies. And the targeted use of AI tools could alleviate the shortage of skilled workers and address the issue of cost efficiency."
Ulrich Scheppan, Chairman of the Board, Investment Bank of the State of Brandenburg:
“Like many sectors of the economy, the media industry in Berlin-Brandenburg is now undergoing a phase of consolidation after the boom years. However, there is also hope for new growth impulses. These lie, for example, in the planned tax-based media funding, the reduction of bureaucracy, and the increased use of artificial intelligence. The goal must be for the capital region to be not only nationally competitive, but also internationally competitive. As a financing expert, the ILB supports media companies with targeted services and thus actively accompanies the process.”
About the media barometer:
The Media Barometer sheds light on the sentiment and economic development of individual sub-sectors within the ICT, media, and creative industries cluster in the capital region. Since 2004, the survey has focused on the current assessments and future prospects of Berlin and Brandenburg companies in the media, creative, and digital industries. The Media Barometer thus contributes to tracking developments in these sectors annually and mapping them over time. It allows for the identification of dynamics and trends, the evaluation of location-based activities, and the derivation of appropriate actions.
The media barometer is an initiative of the medianet berlinbrandenburg eV The current survey is being conducted by both Berlin-Brandenburg media board as a promoter as well as from the Investment Bank Berlin (IBB) and Investment Bank of the State of Brandenburg (ILB) as a partner. The independent consulting and research group was involved in the implementation. Goldmedia instructed.