Austrian media market trends and reach

The Austrian media landscape continues to show evolving trends in both radio and digital sectors. In the radio market, oe24 RADIO has seen significant growth, reaching over 160,000 daily listeners and doubling its market share in the 14-to-49 age demographic, though the public broadcaster ORF remains dominant via Ö3.

Digital consumption data from the Austrian Web Analysis (ÖWA) highlights a high level of internet penetration. In the first half of 2026, ÖWA-measured offerings reached approximately 94.5% to 95.9% of the internet-using population aged 14 and older. Mobile usage remains the primary method of access, accounting for roughly 88% of the target demographic.

In terms of platform reach, the ORF.at network maintains its leading position. In the second quarter of 2026, it recorded over 5.5 million unique users, representing a 76.6% reach. Among private digital providers, Heute.at and krone.at remain in close competition for second place, with Heute.at holding a slight lead in reach. Other notable digital networks include KurierOnline-Medien and the oe24-Netzwerk.

A technical shift toward using Page Impressions as a primary metric has been implemented to allow for more precise comparisons of engagement. This methodology, utilized by ÖWA since early 2025, provides a baseline to compare technical contacts against unique users and time spent. For instance, the platform VOL. AT reported an average dwell time of 5 minutes and 13 seconds in July, with 79% of its access occurring via smartphones.