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Media workers prefer Hamburg

Media workers no longer limited to media companies, study by nextMedia.Hamburg, Deloitte and XING finds

Hamburg is Germany’s preferred city for media workers, a nationwide study called #dasmitmedien – Media Worker Report“ by Xing, Deloitte and nextMedia.Hamburg published Thursday (September 21, 2017) has found. The overall quality of life was decisive when opting to work in a location. Yet, media workers in the 21st century no longer work only in publishing houses and advertising agencies. Presented by Dr. Carsten Brosda, Hamburg’s Minister for Culture and Media said: “Technology and content are growing closer. The media sector is noticing the sign of the times. Digital experts and IT professionals in big publishing houses now sit beside editors.”

Digital transformation impacting sector

Digital transformation is impacting the media industry like no other. The number of media workers in other sectors has risen by 50 per cent (every sixth) since 2015, the study found. Media workers are no longer limited to publishing houses, broadcasters and advertising agencies. In 2017, nearly 528,000 media workers across Germany were members of the Xing online platform for professionals – a rise of 8 per cent over 2015.

Media industry meeting digital economy

Media workers’ skills are in demand everywhere and the share of media experts in the IT industry has risen by 39 per cent since 2015. At the same, the number of IT and software specialists in traditional media companies has jumped by 121 per cent since 2015. Digitalisation and the accompanying pressure to change is a key issue among media workers in every sector. Some 85 per cent notice strong or a very strong increase in digitalisation at their workplaces. Large IT companies (45 per cent) and start-ups (37 per cent) are considered the catalysts of this development while only 14 per cent of interviewees said media companies are the drivers of innovation.

Hamburg – most popular media company in Germany

Around 30 per cent of media workers are in Hamburg, Munich or Berlin. Some 31 per cent said Hamburg is the most attractive location, followed by Berlin (23 per cent) and Munich (15 per cent). Criteria such as affordable housing (23 per cent), good leisure opportunities (22 per cent) and not simply job content make a city attractive.

Over 80 per cent of media workers do not have fixed working hours and 55 per cent of interviewees were flexible in terms of work location. Four out of ten media workers (39 per cent) are in flexible teams. Two out of three interviewees say this is a trend and expect flexibility at workplaces to grow significantly.

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