Vienna's Mayor, Michael Ludwig, has voiced concerns over the future of Austria's media landscape, emphasizing the need for economic measures to support local media.

With digital advertising spending in Austria surpassing €2 billion in 2023, much of it flowing to international tech giants like Google and Facebook, Ludwig fears this trend could escalate to €2.5 billion, threatening local media's viability.

He stresses that a diverse media is crucial for a functioning democracy and calls on the upcoming government to create favorable conditions for both electronic and print media.

Industry experts echo Ludwig's concerns, advocating for protective measures to preserve Austria's media and cultural identity.

The ongoing coalition talks among ÖVP, SPÖ, and Neos highlight media policy as a key issue, with proposals to reduce press subsidies facing skepticism.