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Ad Blocking in Germany 2018

Sizing Up Europe’s Largest, Most Privacy-Conscious Market

About This Report
Ad blocking is more prevalent in Germany than any other country in Europe. More than one-quarter of the entire population—21.4 million people—will block ads on a PC and/or mobile device this year.
Table of Contents

Executive Summary

Most internet users in Germany dislike digital ads to some degree, and they’re concerned about their personal privacy and security, leading many to use software that blocks ads on the internet or limits tracking of their online behavior. This report offers forecasts and statistics on the use of ad blocking software in Germany.

How many people in Germany are using ad blockers?

Germany posts higher rates of ad blocking than any other country in Western Europe. Ad block penetration is also far higher than in the US. We estimate that 21.4 million people in Germany will use an ad blocker at least monthly in 2018.

This report presents our latest forecasts for ad blocking in Germany through 2019. It also examines the key trends shaping those forecasts, including consumer attitudes and demographic patterns.

Listen to this German-language audio report summary of our new report on ad blocking in Germany. The English-language report is available now for all eMarketer PRO subscribers.

Wie viele Menschen in Deutschland nutzen Adblocker?

Deutschland hat eine Adblocking-Rate, die höher als in jedem anderen Land in Westeuropa ist. Nach Schätzungen von eMarketer werden im Jahr 2018 21,4 Millionen Menschen in Deutschland einen Adblocker mindestens einmal im Monat genutzt haben. Der Bericht legt die neuesten Schätzungen und Prognosen von eMarketer für das Blockieren von Werbeanzeigen bis in das Jahr 2019 vor. Darin werden die wichtigsten Trends untersucht, die diese Prognosen beeinflusst haben, einschließlich des Verhaltens von Verbrauchern und demographischer Modelle.

Hören Sie sich diese deutschsprachige Kurzfassung des neuen eMarketer Berichtes über Adblocking in Deutschland an. Der vollständige Bericht in englischer Sprache ist ab sofort für alle eMarketer PRO Abonnenten verfügbar.

How prevalent is ad blocking in Germany among 18- to-24 year olds?

Digitally savvy younger adults in Germany, as elsewhere, are the most likely cohort to block ads. We estimate that 54.0% of 18- to 24-year-olds in Germany and 44.0% of those ages 25 to 34 will use ad blockers this year. In 2019, usage in both of those cohorts is predicted to rise by 2 percentage points, with penetration rising in all other age brackets, as well.

How many people use ad blockers on their mobile devices in Germany?

The majority of users in Germany block ads on their desktop/laptop. That share is declining, but remains high; we estimate it will be 88.4% in 2018. By contrast, the number of internet users in Germany who block ads on a smartphone has been rising sharply and is predicted to reach 6.4 million this year—or 30.0% of all web users who block ads. Next year, that share will increase to 31.7%, according to our forecast.

WHAT’S IN THIS REPORT? This report presents our latest estimates and forecasts of ad blocking usage in Germany between 2015 and 2019, including demographic and device breakouts. It also looks at the main trends shaping those numbers.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

4expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. eMarketer Forecast
  3. Behind the Numbers: Trends and Context
  4. The Social Factor
  1. Challenges for Publishers and Marketers
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Rune Werliin
Vice President, Marketing and Professional Services
Interviewed July 19, 2018
Richard Reeves
UK Association for Online Publishing (UKAOP)
Managing Director
Interviewed July 19, 2018
Ben Williams
Senior Director, Ecosystems
Interviewed July 16, 2018
Dominik Reisig
Interviewed July 11, 2018


Karin von Abrams


Sean Creamer
Angela Kim
Senior Researcher
Jennifer Jhun
Research Director, International and Special Projects
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Shelleen Shum
Director, Forecasting
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