In conclusion, two structural features characterise and determine the Austrian media and journalism landscape. On the one hand, the high degree of media ownership concentration does not allow for constructive competition to unfold. The latest major addition to the media field happened in 2006 when the newspaper Oesterreich was launched. Even in the online field with lower barriers to entry incumbent news corporation dominate the market. Private radio and television fully legalized in 2001 did not manage to challenge the market leading position of the public service broadcaster ORF in any meaningful way.
On the other hand, Austria is part of a much larger language area, and international developments shape the Austrian media landscape. While readership is still low for German newspapers and magazines, the majority of the television time is dedicated to German channels. As everywhere else, American controlled social media such as Facebook and YouTube are highly popular among younger people.
The rather slow alteration of media usage habits in Austria allows for a decent window of opportunities for national media corporations to adapt to the digital change. But the decision on when this window will close is out of the hands of national agency.