Public Service Media and Social Cohesion: Key Study Insights

A joint study by ARD, ZDF, and Deutschlandradio reveals that approximately 75% of Germans view social cohesion as endangered, primarily due to social inequality. While users report strong personal support networks, 82% expect public broadcasters to actively foster societal unity through orientation, representation, and dialogue, according to the 2025 report.

Why do Germans perceive social cohesion as endangered?

Roughly three-quarters of Germans believe the country’s social cohesion is at risk, according to Dr. Jan-Hinrik Schmidt of the Leibniz-Institut für Medienforschung. A similar proportion of respondents attribute this threat to significant social inequalities.

Only 40% of participants believe that cultural differences harm cohesion, Schmidt noted. This suggests a primary concern with economic and social divides rather than cultural friction.

Despite these macro-concerns, a discrepancy exists in personal experience. Schmidt reported that 80% of Germans possess broad support networks for financial or personal problems, and many experience strong belonging within families, friendships, and clubs.

Schmidt suggests this gap likely results from intense public debates regarding the pandemic, climate change, and wars. He stated that communicative polarization in the public sphere has increased, even if social relationships remain stable.

Did You Know? The 2025 holistic study follows a 2019 representative study conducted by ZDF on its integration mandate, which was developed alongside the Hans-Bredow-Institut and the mindline Medienforschung institute.

How are younger generations engaging with public media?

Public broadcasters are reaching the vast majority of young adults, with 93% of 14- to 34-year-olds falling within the “widest usage circle,” according to Schmidt.

Core usage—defined as using a public offering four or more times per week—is lower at 46% for this age group. Schmidt attributes this to a decreased attachment to linear radio and television.

Digital adoption remains steady, as 19% of this demographic are regular users of media and audio libraries, a figure that matches the general population average. Moreover, 58% of young adults believe public media contribute significantly to social cohesion.

Younger audiences also view the value of these institutions more favorably than the general public. 68% of 14- to 34-year-olds believe public media convey essential values like democracy, tolerance, and freedom of opinion, compared to 63% of the total population.

Expert Insight: Samantha Carter notes that the shift toward digital libraries suggests public broadcasters are successfully decoupling their value from linear schedules. The higher perceived value among youth indicates that these institutions may be more effective at transmitting democratic norms to Gen Z than previously assumed.

What strategic changes are broadcasters implementing?

Susanne Kayser, Public Value Manager at ZDF, stated that 82% of respondents explicitly expect public media to contribute to social cohesion. This expectation informs a strategy focused on “synchronization, representation, and dialogue.”

Why study social cohesion?

Kayser defines “Public Value” as “what the public values,” focusing on the actual impact of broadcasting activities. This approach has led to the creation of projects like “ZDF goes Schule,” which focuses on education and encounter.

To meet the demands of the Reformstaatsvertrag, which calls for greater audience participation, broadcasters are developing “infrastructure for societal understanding.” Roughly 75% of respondents expect these media to promote dialogue and understanding.

ZDF has already launched three specific initiatives to address these needs: “ZDFmitreden,” the “Public Spaces Incubator,” and “ZDF goes Schule.” These projects aim to move beyond one-way communication to create spaces where different perspectives are visible.

What happens next for public broadcasting?

Broadcasters may further expand their digital and on-site engagement formats to satisfy the 75% of users demanding more dialogue. A shift toward more interactive “infrastructure” could become a priority to reduce perceived polarization.

ZDF is likely to continue using empirical research to derive concrete projects, following the model used for its education mandate. Further initiatives may emerge that focus specifically on making diverse “life realities” visible to the broader public.

Frequently Asked Questions

What is the main threat to social cohesion according to the study?
According to Dr. Jan-Hinrik Schmidt, approximately three-quarters of Germans see cohesion as endangered, primarily citing large social inequalities as the cause.

Do young people still use public broadcasting?
Yes. According to the study, 93% of 14- to 34-year-olds are reached by public media, though only 46% are core users due to a decline in linear TV and radio consumption.

What are the three main functions public media are expected to fulfill?
Susanne Kayser identified synchronization, representation, and the promotion of dialogue as the three key functions the public expects from these institutions.

Do you believe public media can effectively reduce societal polarization through digital dialogue?