Hamburg: City of Content
Hardly any other place is home to so many important agencies, platforms and content producers with national and international significance. These include big names like DER SPIEGEL, DIE ZEIT, Gruner + Jahr, Carlsen Verlag, Bauer Media Group, Jung von Matt, pilot Hamburg and pure digital players such as Online Marketing Rockstars, New Work SE and Rocket Beans Entertainment. In addition, numerous global tech companies such as Google, Snapchat, Facebook and Twitch run their German business from Hamburg. Their contribution to maintaining and creating a social and cultural public sphere, and not least their economic power, make the media, digital and creative industries one of the most significant sectors for Hamburg.
Hamburg: City of Content
Hardly any other place is home to so many important agencies, platforms and content producers with national and international significance. These include big names like DER SPIEGEL, DIE ZEIT, Gruner + Jahr, Carlsen Verlag, Bauer Media Group, Jung von Matt, pilot Hamburg and pure digital players such as Online Marketing Rockstars, New Work SE and Rocket Beans Entertainment. In addition, numerous global tech companies such as Google, Snapchat, Facebook and Twitch run their German business from Hamburg. Their contribution to maintaining and creating a social and cultural public sphere, and not least their economic power, make the media, digital and creative industries one of the most significant sectors for Hamburg.
Made it in Hamburg
Here we present some of Hamburg’s industry players in more detail.
In Hamburg, there are more than…
In Hamburg, there are more than…
Fields of development in the area of content with tech
It is the mix of traditional houses, digital companies, creatives and innovators that makes Hamburg so unique and enables entirely new areas to develop in the creative industry. Digital business models and innovative content are thus transforming the City of Content into an exciting future.
Digital Publishing & Journalism
Hamburg as a media location is associated with major publishing houses such as Gruner + Jahr, SPIEGEL, Bauer and ZEIT, as well as with well-known brands such as Tagesschau and Tagesthemen – Germany’s most important public news program. In addition to the major media companies, the city is also home to renowned journalism schools and media institutes. The diversity and experience of our media industry offers new opportunities for digital transformation and creates a lively environment for new impulses and innovations.
#HamburgerCases
#UseTheNews - News literacy for every generation
“How do teenagers and young people in Germany inform themselves in the digital age – and what actually sticks with them in the end? With the #UseTheNews project, dpa, the city of Hamburg and leading partners from the media and media research are getting to the bottom of changes in news usage and developing new information services specifically for under-30s.”
Flip raises awareness for the fast fashion problem with "sneaker hunt”
Eleven celebrities, 22 sneakers and one question: What happens to our old shoes? This was shown by a cross-media GPS research by NDR, ZEIT and the Hamburg-based research startup flip about one of the biggest waste problems of our time. On the website and in seven podcast episodes, you can follow what happens to the sneakers of eleven celebrities after they have been disposed of in different ways.
DIE ZEIT - Record figures of digital subscriptions.
DIE ZEIT is managing the digital transformation like no other publisher in Germany. In 2021 alone, the number of digital subscriptions increased from 76,146 to 125,757. With its membership model and strong community-building through projects such as “Freunde der ZEIT,” the Hamburg-based media company successfully combines all products, whether digital or analog, under one brand.
Important players in the development field
Digital Marketing
The heart of the German advertising industry beats in Hamburg. Today, all relevant agencies have their home or a branch here. With over 2,000 advertising companies and around 15,000 employees, Hamburg is Germany’s agency capital. Germany’s most renowned advertising agencies, such as Jung von Matt and FischerAppelt, were founded here. In addition, Europe’s largest marketing festival, the OMR, is held annually in Hamburg’s exhibition halls with 60,000 visitors.
#HamburgerCases
"Online Marketing Rockstars" Festival
Over 500 exhibitors and more than 700 speakers on 10 stages – the OMR Festival is the industry event for digital marketing and has been held in Hamburg since 2011. Since then, the two-day festival has grown from 200 to 52,000 visitors. In addition to OMR founder Philipp Westermeyer, national and international speakers such as Ashton Kutcher, Lena Gercke, Yuval Noah Harari, Ellie Goulding, Joko Winterscheidt and many more have taken the stage.
A deep dive into digital worlds
Anyone planning digital advertising needs to know what other content is competing for the attention of the target group. That’s why Hamburg-based agency Jung von Matt has opened an adventure area where Germans’ individual filter bubbles can be experienced: The Bubbleverse. An AI-based interactive installation where advertisers can dive into the filter bubble of their target group at a glance.
Art and culture for all in the urban space
MoinKultur! makes local artists visible in Hamburg. Together with the Ministry of Culture and Media, Ströer organizes the MoinKultur! poster competition and, with the help of a renowned jury, selects art that moves the city. The selected motifs are then exhibited on Ströer’s media carriers in the Hanseatic city. For more information on MoinKultur! and Ströer, visit our City of Content page.
Important players in the development field
Audio
When it comes to audio, Hamburg is not only at the forefront with new companies like Podstars and Stereotype Media or strong products like those from ZEIT, e.g. ZEIT Verbrechen, or NDR with Christian Drosten’s Corona Virus update. Hamburg’s unique music scene is characterized by legends like Udo Lindenberg or Samy Deluxe to newcomers like Zoe Wees. Hamburg is also home to major labels like Warner and festival classics like the Reeperbahnfestival or MS Dockville, which attract music lovers to the port city every year.
#HamburgerCases
Podcast killed the Radiostar
Since 2015, Podstars have been bringing together production, marketing and consulting for well-known podcasts like “Hotel Matze”, “Feel the News” or the “Drinnies”. And although they are Germany’s leading podcast agency, they do not lose their special local color from Hamburg with their originals, such as the “OMR Podcast” with Philipp Westermayer or “Fiete Gastro” with Tim Mälzer.
Stereotype Media - Solutions for Audio & Podcasts
As newcomers to the podcast scene, Stereotype Media have the highest standards for their productions. With podcasts like 1.5 Grad with Luisa Neubauer, they have already won the podcast award in the category “Best Newcomer” in 2021. They are already at the top of the podcast charts with other formats like 3 ist ´ne Party and enrich the Hamburg audio industry with their innovations.
Immerse yourself in urban stories with Storydive
The start-up Storydive has developed a novelty for the booming audio market. With universal audiowalks, a mixture of audio book and walking tour, listeners get the unique opportunity to explore their real surroundings as part of an interactive story. What makes the audiowalks so special is that they are not tied to a specific location and can be tried out in any city. With the idea, Storydive has responded to the pandemic-related closures of cultural institutions and theaters. The app developers also integrate and support local tourism associations, publishers and event organizers through their innovation.
Important players in the development field
Plattforms
Numerous major players in the globally networked digital economy operate their German business from Hamburg. As early as 2001 and 2010, international platforms such as Google and Meta opened their German headquarters in the Hanseatic city. With Twitter, Snap, Twitch, XING, Dropbox and Yelp, other well-known digital players have joined the ranks. As a result, Hamburg is increasingly becoming an attractive hub for digital content platforms.
#HamburgerCases
Google News Showcases has world premiere in Germany
With over 50 publications from 20 publishing partners, including DIE ZEIT and SPIEGEL, Google is launching News Showcases. With its headquarters in Hamburg, Google News supports journalism and the publishing industry with licenses by publishing well-researched articles in the News Showroom. The goal is to make journalistic content accessible in a new form.
Snap - The shopping experience with AR
The U.S. company Snap, based in Hamburg, has been experimenting with augmented reality elements for a while now, for example with small, interacting emojis on Snapchat. With the acquisition of the Vertebrae group in 2021, the use of AR elements is expected to become even more central. The Snapchat parent company is thus entering e-commerce territory. With Vertebrae, customers will not only be able to view and purchase their goods online, but also try them on directly. The company recently announced a collaboration with fashion label Gucci.
Office-Home instead of Home-Office
In the spirit of a good work-life balance, New Work SE has opened the New Work Harbour in Hamburg’s Hafen City. The digital platform is creating a place for visionary ideas for work and innovative brands. This is no ordinary co-working space, but an “office home” for creativity, self-determination and networking for a modern digital and content company.
Important players in the development field
Moving image
Film and television are big in Hamburg. Whether it’s Fatih Akin’s film “Soul Kitchen,” the 2021 Amazon original “The Discounters,” numerous game shows on Rocket Beans TV or Germany’s most successful news program “Die Tagesschau.” Hamburg’s TV and cinema productions regularly celebrate national and international success. Thanks to strong film funding and various training opportunities, such as at the Hamburg Media School, Hamburg boasts a diverse moving image industry.
#HamburgerCases
Innovative content development with “AlwaysOn Production”
Hamburg-based production company AlwaysOn Production tells diverse stories in innovative content formats with a focus on “creator driven” projects. The production is a joint venture between the Studio Hamburg Production Group and the social media agency HitchOn. Production is exclusively for media libraries, social media or streaming platforms. The joint venture works with stars of the creator economy, such as the TikTok creators and twins Lisa and Lena.
The Tagesschau on TikTok
With its TikTok channel, the Tagesschau was not only nominated for the Grimme Award 2021, it also makes it possible to consume news from all over the world in videos under one minute. As an established news medium, Tagesschau is now managing to be perceived as a serious content format by Gen Z on social media. The channel already has an impressive 1.2 million followers on TikTok and 3.6 million on Instagram.
Virtual Production Studio in Hamburg
There are only two PRG xR studios in the world: one in Paris and one in Hamburg. On 400sqm there is the possibility to change the shooting location at the push of a button and to record any content. With the help of Extended Reality (xR), entirely new production formats are possible, in which the real world merges with the virtual world. For the advertising and film industry in particular, this concept brings enormous added value, and not just in times of pandemic. By implementing it in the studio, the production saves time, logistical effort and thus also costs for post-production.
Important players in the development field
Creator Economy
The Creator Economy is already an important part of our society as a business model and job profile. 22% of 18-26 year-olds say they want to become full-time creators. This makes the Creator Economy a key model for the future of the content industry and an important part of the media and digital economy in Hamburg. There are already well-known agencies in Hamburg, such as weCreate, which manages Germany’s best-known TikTok creator, Nadine Breaty. Hamburg is also an attractive location for many other creators such as Caro Daur and Montana Black.
#HamburgerCases
Vertical Video Content for Gen Z
The Hamburg-based agency for TikTok and vertical marketing weCreate has created a reality show for Gen Z called “9:16 House”. In the first season of the format, nine creators spent 100 days in the “9:16 House” and created vertical video content for their own channels and the show’s house channel. The result: the creators grew by an average of about one million followers, the house channel grew to 1.1 million followers on TikTok, 100k on YouTube, 50k on Instagram – and generated over 500 million views.
Die kleinen Brüder
True to the motto “filming instead of talking”, Die kleinen Brüder make content directly from and for Gen Z with their film and advertising production. With their web series INTIMATE, they have now reached 15 episodes and over 2 million views. In the series, they collaborate with Gen Z creators. Streaming services like Netflix, Amazon Prime and public broadcasters have long since taken notice of the Hamburg guys.
Bonjwa x Rocket Beans: "RUSTplatz" - One of the biggest German Twitch projects
In March, the 3rd season of “RUSTplatz”, a gamers’s meeting in the survival game RUST, started. Since the beginning of 2021, the survival game RUST is particularly popular on Twitch, because gamers and creators of distinction meet on the “RUSTplatz” and play together. The “RUSTplatz” is organized by two of the biggest Twitch livestreaming channels, Rocket Beans TV and Bonjwa, which keep the gaming and PvP scene in Hamburg on its toes.
Important players in the development field
Metaverse
A fusion of the physical world, augmented reality and the virtual world is the vision of the Metaverse. This is brought to life in Hamburg especially by metaverse companies, such as Bizzlogic or digital platforms like Meta, formerly Facebook. But also the multitude of content companies makes the metaverse with its numerous possibilities for digital content a central field of development for Hamburg.
#HamburgerCases
Brand loyalty in the virtual world
In 2021, Hamburg-based Metaverse company Bizzlogic partnered with Procter & Gamble, a consumer goods company, to launch the virtual platform LifeLab. LifeLab provides a professional environment for in-depth virtual tours, conversations and events. Bizzlogic’s platform is an innovative solution for brand loyalty and a new way to explore immersive stories and put consumers at the center of the experience.
Facebook becomes META
Facebook has been operating its German business from Hamburg since 2015 and since 2021 under the new name META. The vision: “Bringing the metaverse to life”. In 3D spaces, users are to spend time with others, learn, collaborate and play in the Metaverse – in a completely new way. To implement this, the company plans to create 10,000 new jobs in Europe.
Welcome to the future Club
What does a DJ duo do when they release their new songs at a time when all clubs are closed and dancing in public is forbidden? The Hamburg digital agency Demodern has the solution: Welcome to the future Club! For the release of Kollektiv Turmstraße’s new album, the agency has developed a virtual concert space that brings audio, video and community to life in one place. And at the same time, it is intended to be a virtual playing field for future projects of the collective.
Important players in the development field
Digital Publishing & Journalism
Hamburg as a media location is associated with major publishing houses such as Gruner + Jahr, SPIEGEL, Bauer and ZEIT, as well as with well-known brands such as Tagesschau and Tagesthemen – Germany’s most important public news program. In addition to the major media companies, the city is also home to renowned journalism schools and media institutes. The diversity and experience of our media industry offers new opportunities for digital transformation and creates a lively environment for new impulses and innovations.
#HamburgerCases
#UseTheNews - News literacy for every generation
“How do teenagers and young people in Germany inform themselves in the digital age – and what actually sticks with them in the end? With the #UseTheNews project, dpa, the city of Hamburg and leading partners from the media and media research are getting to the bottom of changes in news usage and developing new information services specifically for under-30s.”
Flip raises awareness for the fast fashion problem with "sneaker hunt”
Eleven celebrities, 22 sneakers and one question: What happens to our old shoes? This was shown by a cross-media GPS research by NDR, ZEIT and the Hamburg-based research startup flip about one of the biggest waste problems of our time. On the website and in seven podcast episodes, you can follow what happens to the sneakers of eleven celebrities after they have been disposed of in different ways.
DIE ZEIT - Record figures of digital subscriptions.
DIE ZEIT is managing the digital transformation like no other publisher in Germany. In 2021 alone, the number of digital subscriptions increased from 76,146 to 125,757. With its membership model and strong community-building through projects such as “Freunde der ZEIT,” the Hamburg-based media company successfully combines all products, whether digital or analog, under one brand.
Important players in the development field
Digital Marketing
The heart of the German advertising industry beats in Hamburg. Today, all relevant agencies have their home or a branch here. With over 2,000 advertising companies and around 15,000 employees, Hamburg is Germany’s agency capital. Germany’s most renowned advertising agencies, such as Jung von Matt and FischerAppelt, were founded here. In addition, Europe’s largest marketing festival, the OMR, is held annually in Hamburg’s exhibition halls with 60,000 visitors.
#HamburgerCases
"Online Marketing Rockstars" Festival
Over 500 exhibitors and more than 700 speakers on 10 stages – the OMR Festival is the industry event for digital marketing and has been held in Hamburg since 2011. Since then, the two-day festival has grown from 200 to 52,000 visitors. In addition to OMR founder Philipp Westermeyer, national and international speakers such as Ashton Kutcher, Lena Gercke, Yuval Noah Harari, Ellie Goulding, Joko Winterscheidt and many more have taken the stage.
A deep dive into digital worlds
Anyone planning digital advertising needs to know what other content is competing for the attention of the target group. That’s why Hamburg-based agency Jung von Matt has opened an adventure area where Germans’ individual filter bubbles can be experienced: The Bubbleverse. An AI-based interactive installation where advertisers can dive into the filter bubble of their target group at a glance.
Art and culture for all in the urban space
MoinKultur! makes local artists visible in Hamburg. Together with the Ministry of Culture and Media, Ströer organizes the MoinKultur! poster competition and, with the help of a renowned jury, selects art that moves the city. The selected motifs are then exhibited on Ströer’s media carriers in the Hanseatic city. For more information on MoinKultur! and Ströer, visit our City of Content page.
Important players in the development field
Audio
When it comes to audio, Hamburg is not only at the forefront with new companies like Podstars and Stereotype Media or strong products like those from ZEIT, e.g. ZEIT Verbrechen, or NDR with Christian Drosten’s Corona Virus update. Hamburg’s unique music scene is characterized by legends like Udo Lindenberg or Samy Deluxe to newcomers like Zoe Wees. Hamburg is also home to major labels like Warner and festival classics like the Reeperbahnfestival or MS Dockville, which attract music lovers to the port city every year.
#HamburgerCases
Podcast killed the Radiostar
Since 2015, Podstars have been bringing together production, marketing and consulting for well-known podcasts like “Hotel Matze”, “Feel the News” or the “Drinnies”. And although they are Germany’s leading podcast agency, they do not lose their special local color from Hamburg with their originals, such as the “OMR Podcast” with Philipp Westermayer or “Fiete Gastro” with Tim Mälzer.
Stereotype Media - Solutions for Audio & Podcasts
As newcomers to the podcast scene, Stereotype Media have the highest standards for their productions. With podcasts like 1.5 Grad with Luisa Neubauer, they have already won the podcast award in the category “Best Newcomer” in 2021. They are already at the top of the podcast charts with other formats like 3 ist ´ne Party and enrich the Hamburg audio industry with their innovations.
Immerse yourself in urban stories with Storydive
The start-up Storydive has developed a novelty for the booming audio market. With universal audiowalks, a mixture of audio book and walking tour, listeners get the unique opportunity to explore their real surroundings as part of an interactive story. What makes the audiowalks so special is that they are not tied to a specific location and can be tried out in any city. With the idea, Storydive has responded to the pandemic-related closures of cultural institutions and theaters. The app developers also integrate and support local tourism associations, publishers and event organizers through their innovation.
Important players in the development field
Plattforms
Numerous major players in the globally networked digital economy operate their German business from Hamburg. As early as 2001 and 2010, international platforms such as Google and Meta opened their German headquarters in the Hanseatic city. With Twitter, Snap, Twitch, XING, Dropbox and Yelp, other well-known digital players have joined the ranks. As a result, Hamburg is increasingly becoming an attractive hub for digital content platforms.
#HamburgerCases
Google News Showcases has world premiere in Germany
With over 50 publications from 20 publishing partners, including DIE ZEIT and SPIEGEL, Google is launching News Showcases. With its headquarters in Hamburg, Google News supports journalism and the publishing industry with licenses by publishing well-researched articles in the News Showroom. The goal is to make journalistic content accessible in a new form.
Snap - The shopping experience with AR
The U.S. company Snap, based in Hamburg, has been experimenting with augmented reality elements for a while now, for example with small, interacting emojis on Snapchat. With the acquisition of the Vertebrae group in 2021, the use of AR elements is expected to become even more central. The Snapchat parent company is thus entering e-commerce territory. With Vertebrae, customers will not only be able to view and purchase their goods online, but also try them on directly. The company recently announced a collaboration with fashion label Gucci.
Office-Home instead of Home-Office
In the spirit of a good work-life balance, New Work SE has opened the New Work Harbour in Hamburg’s Hafen City. The digital platform is creating a place for visionary ideas for work and innovative brands. This is no ordinary co-working space, but an “office home” for creativity, self-determination and networking for a modern digital and content company.
Important players in the development field
Moving image
Film and television are big in Hamburg. Whether it’s Fatih Akin’s film “Soul Kitchen,” the 2021 Amazon original “The Discounters,” numerous game shows on Rocket Beans TV or Germany’s most successful news program “Die Tagesschau.” Hamburg’s TV and cinema productions regularly celebrate national and international success. Thanks to strong film funding and various training opportunities, such as at the Hamburg Media School, Hamburg boasts a diverse moving image industry.
#HamburgerCases
Innovative content development with “AlwaysOn Production”
Hamburg-based production company AlwaysOn Production tells diverse stories in innovative content formats with a focus on “creator driven” projects. The production is a joint venture between the Studio Hamburg Production Group and the social media agency HitchOn. Production is exclusively for media libraries, social media or streaming platforms. The joint venture works with stars of the creator economy, such as the TikTok creators and twins Lisa and Lena.
The Tagesschau on TikTok
With its TikTok channel, the Tagesschau was not only nominated for the Grimme Award 2021, it also makes it possible to consume news from all over the world in videos under one minute. As an established news medium, Tagesschau is now managing to be perceived as a serious content format by Gen Z on social media. The channel already has an impressive 1.2 million followers on TikTok and 3.6 million on Instagram.
Virtual Production Studio in Hamburg
There are only two PRG xR studios in the world: one in Paris and one in Hamburg. On 400sqm there is the possibility to change the shooting location at the push of a button and to record any content. With the help of Extended Reality (xR), entirely new production formats are possible, in which the real world merges with the virtual world. For the advertising and film industry in particular, this concept brings enormous added value, and not just in times of pandemic. By implementing it in the studio, the production saves time, logistical effort and thus also costs for post-production.
Important players in the development field
Creator Economy
The Creator Economy is already an important part of our society as a business model and job profile. 22% of 18-26 year-olds say they want to become full-time creators. This makes the Creator Economy a key model for the future of the content industry and an important part of the media and digital economy in Hamburg. There are already well-known agencies in Hamburg, such as weCreate, which manages Germany’s best-known TikTok creator, Nadine Breaty. Hamburg is also an attractive location for many other creators such as Caro Daur and Montana Black.
#HamburgerCases
Vertical Video Content for Gen Z
The Hamburg-based agency for TikTok and vertical marketing weCreate has created a reality show for Gen Z called “9:16 House”. In the first season of the format, nine creators spent 100 days in the “9:16 House” and created vertical video content for their own channels and the show’s house channel. The result: the creators grew by an average of about one million followers, the house channel grew to 1.1 million followers on TikTok, 100k on YouTube, 50k on Instagram – and generated over 500 million views.
Die kleinen Brüder
True to the motto “filming instead of talking”, Die kleinen Brüder make content directly from and for Gen Z with their film and advertising production. With their web series INTIMATE, they have now reached 15 episodes and over 2 million views. In the series, they collaborate with Gen Z creators. Streaming services like Netflix, Amazon Prime and public broadcasters have long since taken notice of the Hamburg guys.
Bonjwa x Rocket Beans: "RUSTplatz" - One of the biggest German Twitch projects
In March, the 3rd season of “RUSTplatz”, a gamers’s meeting in the survival game RUST, started. Since the beginning of 2021, the survival game RUST is particularly popular on Twitch, because gamers and creators of distinction meet on the “RUSTplatz” and play together. The “RUSTplatz” is organized by two of the biggest Twitch livestreaming channels, Rocket Beans TV and Bonjwa, which keep the gaming and PvP scene in Hamburg on its toes.
Important players in the development field
Metaverse
A fusion of the physical world, augmented reality and the virtual world is the vision of the Metaverse. This is brought to life in Hamburg especially by metaverse companies, such as Bizzlogic or digital platforms like Meta, formerly Facebook. But also the multitude of content companies makes the metaverse with its numerous possibilities for digital content a central field of development for Hamburg.
#HamburgerCases
Brand loyalty in the virtual world
In 2021, Hamburg-based Metaverse company Bizzlogic partnered with Procter & Gamble, a consumer goods company, to launch the virtual platform LifeLab. LifeLab provides a professional environment for in-depth virtual tours, conversations and events. Bizzlogic’s platform is an innovative solution for brand loyalty and a new way to explore immersive stories and put consumers at the center of the experience.
Facebook becomes META
Facebook has been operating its German business from Hamburg since 2015 and since 2021 under the new name META. The vision: “Bringing the metaverse to life”. In 3D spaces, users are to spend time with others, learn, collaborate and play in the Metaverse – in a completely new way. To implement this, the company plans to create 10,000 new jobs in Europe.
Welcome to the future Club
What does a DJ duo do when they release their new songs at a time when all clubs are closed and dancing in public is forbidden? The Hamburg digital agency Demodern has the solution: Welcome to the future Club! For the release of Kollektiv Turmstraße’s new album, the agency has developed a virtual concert space that brings audio, video and community to life in one place. And at the same time, it is intended to be a virtual playing field for future projects of the collective.
Important players in the development field
