Culture and Creative Industries

in Germany
Summary
Research Report
No 577
www.bmwi.de
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Summary

Culture and Creative
Industries in Germany
Research Report
Commissioned by
Federal Ministry of Economics and Technology



Initiative Culture and Creative Industries of the German
Federal Government.
(Federal Ministry of Economics and Technology and
Federal Government Commissioner for Culture and the Media)






Online source: http://www.kulturwirtschaft.de /?p=343

Cologne, Bremen, Berlin,
14-02-2009
Commissioned by

Authors

Michael Sndermann
KWF
Christoph Backes
CBC
Dr. Olaf Arndt
Daniel Brnink
Prognos AG
i

Table of Contents
1 Culture and Creative Industries - a Macro-Economic Perspective............................1
1.1 Introduction................................................................................................................1
1.2 Definition....................................................................................................................2
1.3 Economic Facts and Trends......................................................................................4
2 Analysis of Context for Support and Recommendations for Action...........................8
2.1 Analysis of Context for Support to the Culture and Creative Industries on the Level
of the Federal Government........................................................................................8
2.2 Recommendations for Strategic Action...................................................................11
3 Annex......................................................................................................................15
1

1 Culture and Creative Industries - a Macro-
Economic Perspective
1.1 Introduction
In recent years, the discussion on culture and creative industries has
attained a high level of public attention in Germany. Culture and
creative industries have grown to be more than just an image factor;
they are now perceived as an economic branch of its own standing, a
permanently established growth industry.
Culture and creative industries are part of a knowledge and content-
oriented society and play a ground-breaking role in Germany's way
towards a knowledge-based economy.
Future-oriented models of work and business, e.g. hybrid work forms,
have prevailed in the culture and creative industries from the start.
Furthermore, it is an exceedingly innovative sector, and an important
source of genuinely innovative ideas. It mainly produces prototypes,
individual works, small scale series and immaterial products.
Production and development work is very often project-specific.
Almost all companies in the culture and creative industries use
modern technologies, especially information and communication
technologies. They are not just passive users of technology, but keep
providing important impulses for the development of new
technological variants for technology producers and developers.
Economic policy geared towards strengthening innovation and
economic development in Germany therefore has to include the
development of the culture and creative industries as a cross-sectoral
branch.
New Aspects in this Study
This study introduces two important new focal points to the
discussion which were not included in earlier culture industries
reports.
Internal segmentation is newly introduced as a basic element for the
investigation of culture and creative industries. This means that the
complex of branches is determined by the fundamentally different
types of enterprises it contains and their specific structural
characteristics. Internal segmentation breaks up branches into major
companies, small and medium enterprises and micro enterprises or
freelance workers. Each of these actors is analysed with respect to
empirical data as well as to its structural characteristics.
2
Internal segmentation - relevant types of actors in the culture and creative industries
Source: Forschungsgutachten Kultur- und Kreativwirtschaft der Bundesregierung 2009 [Research Report on
Culture and Creative Industries of the German Federal Government, 2009]

Furthermore, this study presents a harmonised basic model for the
definition and classification of the culture and creative industries.
This basic model is in line with the stipulations of the Conference of
Ministers of Economic Affairs of the German Lnder and the results of
the "Committee for the Enquiry of Culture in Germany" of the German
Parliament. This provides a reliable empirical and quantitative
framework for the analysis of the heterogeneous complex of branches
that forms the culture and creative industries.
The fact that the three political levels - Federal Government, German
Parliament and Bundeslnder (federal states) - agreed on a common
core and a harmonised definition of branches finally made it possible
to overcome the previously ambiguous definitions of the culture and
creative industries.
1.2 Definition
The culture and creative industries comprise of all cultural and
creative enterprises that are mainly market-oriented and deal with the
creation, production, distribution and/or dissemination through the
media of cultural/creative goods and services.
Freelance artists
Micro enterprises
Small and medium
enterprises (mostly
members of chambers
of trade and commerce)
Large enterprises
Majors
Typicall y:
J oint stock company,
corporation
Typicall y:
Single enterprise,
partnership under the
German Civil Code,
"cultural/creative scene"
Typicall y:
Limited company,
"commercial type"
3
The economic field of the culture and creative industries comprises of
the following eleven core branches or market segments: music
industry, book market, art market, film industry, broadcasting industry,
performing arts market, design industry, architectural market, press
market, advertising market and the software and games industry (for
the detailed classification of economic activities see definition A. in
the annex).
At the core of all cultural and creative activity, there is a creative act
("schpferischer Akt"). It comprises all the artistic, literary, cultural,
musical, architectural or creative content, works, products,
productions or services that form the relevant core of the eleven core
branches.
The German classification is compatible with the European core
classification of the European Commission as well as with the British
concept of creative industries, which has become a globally accepted
reference model.
The eleven core branches of the culture and creative industries
Source: Forschungsgutachten Kultur- und Kreativwirtschaft der Bundesregierung 2009 [Research Report on Culture and
Creative Industries of the German Federal Government, 2009]


Structure of core branches
1.
Music Industry
2.
Book Market
3.
Art market
4.
Film Industry
8.
Architectural
Market
7.
Design
Industry
6.
Performing Art
market
5.
Broadcasting
Industry
9.
Press Market
10.
Advertising
Market
11.
Games/Software
Industry
Other economic
or new activities
4
1.3 Economic Facts and Trends
Share in Value Added
The share of the culture and creative industries in the overall value
added in Germany in 2006 amounts to 61 billion Euro. This
corresponds to a share of 2.6% in the gross domestic product.
Compared to selected traditional economic branches, e.g. the
automotive or the chemical industries, the culture and creative
industries occupy a middle range. The automotive industry achieved
a gross value added of 71 billion Euro and a share of 3.1% in 2006,
the chemical industry 49 billion Euro and a share of 2.1%. Based on
the positive development of employment in the culture and creative
industries between 2006 and 2008, conservative estimates come up
with a figure of 63 billion Euro of value added in 2008.
Contribution of culture and creative industries towards value added, comparison of
branches 2006

Note: Estimates for the culture and creative industries are based on national accounting figures, in current prices.
Source: Forschungsgutachten Kultur- und Kreativwirtschaft der Bundesregierung 2009 [Research Report on
Culture and Creative Industries of the German Federal Government, 2009]
43
49
61
71
90
Energy
Sector
Chemical
Industry
Culture &
Creative
Industries
Automobile
Industry
ICT Industry
Value Added in billion , 2006
=2.6 % of
German
GDP
5
Employment
The number of persons employed in the culture and creative
industries amounted to 938,000 in 2006 (self-employed persons and
employees). This figure rose by more than 30,000 to almost 970,000
in 2007 and continued at the same rate in 2008, reaching a new
record level of more than one million persons employed. This means
that 3.3% of all persons employed in the overall economy work in the
culture and creative industries.
If numbers of employees liable to social insurance deductions are
compared, the culture and creative industries take an excellent
middle range and, with 719,000 persons employed, almost draw level
with the automobile industry with 724,000 employees in 2006. The
chemical industry at 448,000 and the energy sector at 234,000
employees show significantly lower absolute figures than the culture
and creative industries.
Employment in the culture and creative industries, comparison by sectors, 2006
1,026
448
234
938
728
1,002
724 719
443
218
0
200
400
600
800
1,000
1,200
Manufacture of
Machinery
Manufacture of
Motor Vehicles
Culture/Creative
Industries
Chemical
Industry
Energy Sector
Persons employed, total Among them employees
No. of persons employed in thousands, 2006

Note: Persons employed include self-employed persons according to VAT statistics and employees liable to social
insurance deductions according to employment statistics; marginally employed persons are not included.
Source: Forschungsgutachten Kultur- und Kreativwirtschaft der Bundesregierung 2009 [Research Report on
Culture and Creative Industries of the German Federal Government, 2009]

6
Self-employed Artists
Without the works and achievements of writers, composers,
musicians, performing artists, film makers and/or visual artists there
would be no culture and creative industries. They are the authors,
genuine producers and service providers; without their works, film
companies, music corporations, publishing houses and art galleries
would have nothing to exploit or disseminate.
Last but not least, self-employed artists live and act in artistic, cultural
or creative environments that are characterised by multiple forms of
production. This diversity is formed by professionals, semi-
professionals and amateurs, outdoing each other in tough, often cut-
throat competition.
The diversity of forms of production is constantly expanded by the
use of new technologies, digitisation and the Internet. Freelance arts
professions are therefore situated within a complicated economic field
and need more attention by economic and cultural policies in the
future.
Share of Women
The culture and creative industries are characterised by an above-
average share of female employees. There are more women than
men in almost all core branches of the cultural and creative
branches. Only the software and games industry shows just one
quarter of female work places so far.
The share of women in the group of self-employed persons varies
between 40 and 44%. This share is also very high compared to the
share of women employed in the overall economy: here the share of
women registered as self-employed amounts to a mere 7%.
Summary of Empirical Findings
In 2008, there were 238,000 enterprises and self-employed
persons in the culture and creative industries. Together they
produced a total turnover of 132 billion Euro, providing about
763,400 full- or part-time work places liable to social insurance
deductions. Including self-employed persons, the culture and
creative industries in Germany employ about one million persons.
The overall contribution of the culture and creative industries towards
value added in 2008 is estimated at about 63 billion Euro.
7
Economic importance of culture and creative industries - key data, 2008
Culture and creative
industries
Absolute figures Share in overall
economy
Change against
previous year
Enterprises 238,300 7.4% 4.3%
Turnover in billion 131.7 2.5% 1.8%
Persons employed 1,001,700 3.3% 3.4%
Persons employed liable to
social insurance deductions
763,400 2.8% 3.1%
Note: All key data are based on preliminary figures and estimates of VAT and employment statistics and national
accounting
Source: Forschungsgutachten Kultur- und Kreativwirtschaft der Bundesregierung 2009 [Research Report on
Culture and Creative Industries of the German Federal Government, 2009]
Core branches where major companies prevail include the
broadcasting industry and the book and press market. Micro
enterprises play only a minor role in the press market and in the
broadcasting industry.
The most important markets for micro enterprises are the art
market, the performing art market, the design industry and the
architectural market. These are areas where a high proportion of
turnover is produced by a great number of micro enterprises, either
one-person-enterprises or freelance professionals with average
annual turnovers of between 100,000 and 200,000 Euro.
The software and games and the film industry are balanced core
branches, showing more or less the same turnover shares in all
categories of enterprise size.
Core branches with the most dynamic growth trends over the last
years include the software and games industry, the design industry,
the performing art market and the art market.
For more detailed data on the eleven core branches see the annex.
8

2 Analysis of Context for Support and
Recommendations for Action
2.1 Analysis of Context for Support to the Culture and Creative
Industries on the Level of the Federal Government
The relational analysis of existing support programmes for the
development of actors in the culture and creative industries on the
side of the Federal Government and the identified need for support to
the actors in the culture and creative industries show a differentiated
result. There are significant differences in the needs structure as well
as in the identified support measures between the individual actors in
the heterogeneous size classes of enterprises in the culture and
creative industries.
Until now, the various branches of the culture and creative industries
are addressed quite divergently by the existing support programmes.
While technology-oriented branches, notwithstanding their size, are
adequately targeted by specific support programmes, this is not
sufficiently the case for non-technology-oriented branches of the
culture and creative industries.
The gaps in the support structure of the heterogeneous branches of
the culture and creative industries must therefore be addressed from
the point of view of the different target groups. In order to develop the
economic potential of the culture and creative industries in Germany,
strategies to address the gaps in the support structure and the
existing need for support must be developed on the background of
existing support on the level of municipalities, federal states
(Bundeslnder) and other European countries.
Micro enterprises and freelance professionals in the culture and
creative industries benefit very strongly from individual, personalised
support. At present, improved professionalism is neither supported by
market mechanisms nor by support programmes. Due to the great
number of these enterprises, an enormous economic potential is left
insufficiently exploited. Existing support programmes are often not
geared towards the specific characteristics and diverging problems of
the culture and creative industries and do therefore not offer the
support needed. Lack of information and other barriers often prevent
full participation in these support programmes.
Despite a great number of financial support programmes it has to be
stated that the specific financing needs of culture and creative
industries enterprises are not sufficiently met by existing federal
programmes. There are, for example, no support models on the
9
federal level that provide adequate project financing or interim
financing tailored to the needs of the culture and creative industries.
The development of the economic potential of the culture and creative
industries is therefore often hampered by the lack of financing for
innovation and growth. Main reasons are to be found in difficulties of
investment assessment on the side of the banks, but also on the side
of economic support providers. Many economic support providers in
Germany have not yet grown accustomed to dealing with enterprises
in the culture and creative industries. The assessment of business
ideas and the provision of adequate support mechanisms still pose
problems and partly prevent the efficient use of existing support
instruments.
Defining innovation in the culture and creative industries is another
barrier for existing support programmes. The share of "hidden
innovations" is particularly high in the creative industries and the
service sector in general, which makes it difficult per se to assess
innovation activities and effects of enterprises in the culture and
creative industries. In many cases, the idea of innovation represented
in the support programmes does not correspond to the modes of work
and production prevailing in the culture and creative industries.
Content-oriented innovation processes for immaterial products or
services are often not acknowledged as innovation. A similar situation
can be observed in the area of support to immaterial goods. The
guidelines for support of the existing support programmes do not
allow for the provision of adequate support to immaterial goods and
expenses. These, however, are typical for the culture and creative
industries.
A lack of sense of belonging, insufficient outside representation of the
cross-sectoral branch and a lack of networking put limits to the
development of the actors. The "Culture and Creative Industries
Initiative" of the German Federal Government addresses these
problems and provides new important approaches for the improved
development of the industry.
A further field of action for the development of the actors in the culture
and creative industries is to establish contacts between the different
levels of responsibility on the side of municipalities, cities, federal
states (Bundeslnder) and the micro enterprises with regard to
economic and cultural policy support. Considering the fact that the
potential of the culture and creative industries for value added has
until now scarcely been developed, the development of the economic
potential of micro enterprises has increasingly been recognised as
being of central importance. The analysis has shown that the optimal
development of micro enterprises and their specific support needs
requires a stronger guidance of micro enterprises towards the
institutional level of the supporting institutions through specific
approaches and support programmes. The economic potential of
culture industries innovations can be better unfolded through a
combination of improving the qualifications of the actors and
10
intermediating between the often hermetically closed structures of
culture and economy.
The analysis of the current support measures provided by the Federal
Government leads to the identification of three main starting-points:
New ways and forms of specific support for the culture and
creative industries have to be developed.
There must be some form of intermediation between creative
actors and the different support institution in order to render
existing forms of support more efficient for the culture and
creative industries.
Existing support programmes of the Federal Government
must be made accessible to the culture and creative
industries; this refers to formal requirements as well as to
content.
The analysis has shown that, from the point of view of the actors in
the culture and creative industries, the general framework conditions
are decisive factors for the optimal development of the culture and
creative industries in Germany. In the framework of this basic study it
was, however, not possible to carry out an in-depth analysis of the
influences these highly complex framework conditions have on the
actors. Future in-depth studies will have to deal with the more
detailed discussion, assessment and development of
recommendations for action. However, central topics for further
research will certainly include education and training, especially
training and study courses related to culture and creativity, taxation
laws and copyright law. The increasing digitisation of products leads
to the growing importance of copyright laws for the business activities
and fair remuneration of the actors in vast areas of the culture and
creative industries. The immense importance of the German artists'
social insurance system has repeatedly been stressed by all actors
involved.
11
2.2 Recommendations for Strategic Action
The culture and creative industries provide an above-average share
of job opportunities for service providers, self-employed professionals
and freelance workers. The demand for art- and creativity-related
content is on the increase. Project-related and networking work
forms, which are typical for the culture and creative industries, gain
more and more influence in other economic sectors as well, and show
the function of the culture and creative industries as a model for a
modern form of economy. Based on these trends, the following
measures to support the development of the culture and creative
industries are recommended:
Make existing support programmes accessible to innovative
enterprises from the culture and creative industries
The great importance of the culture and creative industries for the
economy in general and its capacity for innovation in particular, as
well as its inherent innovative activities demand a stronger inclusion
of its enterprises in economic and technological policy programmes. It
is recommended that the Federal Government should adapt the
formal and content-related requirements of existing support
programmes accordingly in order to improve the support to
enterprises of the culture and creative industries.
Set up a network of experts to provide advice to actors of the
culture and creative industries
The reviewers advise the Federal Government to initiate a network of
experts. The task of this network should be to provide advice to the
actors of the culture and creative industries. The network should also
function as an intermediator for the support institutions at the various
administrative levels in Germany. Experts of the network make their
knowledge of the sector available to improve the professionalism of
micro enterprises through "coaching on the job", for example in order
to optimise production processes, tap new markets or develop
marketing strategies. The combination of business consultancy and
financial support instruments will further contribute to the improved
professionalism of micro enterprises in particular.
Define a concept of innovation for the culture and creative
industries
The economic development of the culture and creative industries is
not only driven by technological innovations; ideas, creative content
and non-technological innovations also influence the speed of
economic development. All instruments of innovation strategy will be
important here in the future. Restricting support to technological
innovation will leave a great potential for value added unexploited.
The European Commission has launched the European Year of
12
Creativity and Innovation to sensitise for the importance of innovation.
This is the implementation of a plan for an "EU Innovation Strategy"
which was already discussed and concluded at the summit of heads
of states and governments on 15 December 2006. The German
Federal Government should consider and use this plan especially
with respect to the support to non-technological innovation for the
culture and creative industries.
Set up a nation-wide sector platform for the culture and creative
industries
The Federal Government should extend the existing "Initiative Culture
and Creative Industries" to form a sector platform for the culture and
creative industries. This platform should be a central contact point for
representatives of branches, regional clusters und providers of
economic support as well as for the enterprises of the culture and
creative industries. The tasks of this sector platform include initial
consultation for the actors, provision of information and regular sector
discussions and panels. The sector platform should offer initial
consultation adapted to situations and locations for the actors of the
culture and creative industries. Freelance workers, enterprises and
political representatives can request information about partners and
contacts for advice on support measures. A special office will have to
be established for this function.
Development of assessment criteria for banks and providers of
economic support
In order to improve the financial situation of the culture and creative
industries and in order to meet reservations between the creative
sector and the banks, cooperation strategies for consultation have to
be developed. The Federal Government should, in cooperation with
consultants, banks and providers of economic support, develop a
manual for the improved inclusion of the culture and creative
industries. This manual should address actors at the institutional level
who are not yet sensitised. It should provide rules for assessment and
recommendations for the special characteristics of business activities
in the respective branches of the culture and creative industries.
Extension of federal awards
A further measure should be the extension of federal awards to
branches of the culture and creative industries that were previously
not included. Alongside the strong marketing and expansion of the
companies supported by the federal awards, the Federal Government
could further extend existing major support measures to develop
markets for the actors of the culture and creative industries.
13
Extension of support to trade and industry fairs
As an additional measure for systematic support to
internationalisation it is recommended to adapt the existing support to
trade and industry fairs to the requirements of the culture and creative
industries. To provide efficient support to the culture and creative
industries, the expenditures eligible for support in the support
programmes for trade and industry fairs abroad and the participation
of young innovative enterprises in leading international fairs should be
adapted. It should, for example, be possible to support the travel
activities of artists to perform at trade and industry fairs abroad in the
same way that the shipment of material exhibits is supported. It
should also be checked whether there are any fairs within the existing
programmes that might be relevant for the culture and creative
industries.
Further development of programmes with small scale financial
support
The Federal Government should adapt existing support programmes
of small scale financial support measures, e.g. the KfW Start-Off
Money, to the needs of the culture and creative industries. In
Germany, a company has to be affiliated to one main bank ("house-
bank-principle"), and the requirements of the support programmes
resulting from this principle often prevent the participation of culture
and creative industries firms. It is therefore recommended that the
Federal Government does not insist on this principle any more.
The unbureaucratic allocation of small scale loans of up to 5,000
Euro, for example via the Internet, without the involvement of a main
bank, could be another suitable method. The allocation could be done
according to an easy allocation procedure, by simply checking
commissions, intentions or co-operations. This will simplify the
allocation and reduce administrative effort. It would significantly
improve the financial situation of micro enterprises in the culture and
creative industries, which is mainly dependent on project financing.
Monitoring and continuation of quantitative analyses of the
importance of the culture and creative industries
It should be one of the tasks of the Initiative Culture and Creative
Industries to observe and document progress and change as well as
the existing potential of the culture and creative industries. This sector
knowledge is of paramount importance for the profile of a dialogue
platform for the culture and creative industries. Analyses and
statistical evaluations of national and international specificities of the
sector provide important indicators for the way it is perceived. The
continuous collection and publication of data on specific
characteristics and strengths of the culture and creative industries will
make it possible to draw the attention also of traditional economic
14
sectors and of large parts of the general public towards its economic
and social importance in Germany and beyond.
Further in-depth analyses to improve the general framework
conditions
Within the limitations of this study it was not possible to carry out an
in-depth analysis of the influencing factors forming the general
framework conditions. The topics identified in this analysis should
serve as proposals to be adopted by the Federal Government.
However, due to the enormous complexity of the general framework
conditions, the assessment of these topics requires further research.
Important topics in the area of general framework conditions to be
further investigated include education/training and taxation policies as
well as legal and judicial framework conditions, especially in the field
of copyright law.
15
3 Annex
A. Classification model of the Research Report on Culture and Creative Industries of
the German Federal Government and the Conference of Ministers of Economic Affairs
- re-arrangement of statistical sub-groups by CORE BRANCHES (WZ 2003)
1. Music Industry Share in %
92.31.5 Activities of own-account composers, arranging of music
92.31.2 Activities of ballet-companies, orchestras, bands and choirs
22.14.0 Publishing of sound recordings and printed music
92.32.1 *Organisation of theatre performances and concerts
92.32.2 *Operation of opera houses, theatre and concert halls and similar facilities 10% (SVB)
92.32.5 *Technical activities in support of cultural and entertaining services
52.45.3 Retail sale of musical instruments and scores

2. Book Market
92.31.6 Activities of own-account writers
22.11.1 Publishing of books, except directories
52.47.2 Retail sale of books and technical journals

3. Art Market
92.31.3 Activities of own-account artists
52.48.2** Retail sale of art (estimate) 20% (UST, SVB)
92.52.1 Museum shops (estimate) and organisation of art exhibitions 8% (SVB)

4. Film Industry
92.31.7 *Activities of own-account stage, motion picture, radio and television artists
92.11.0 Motion picture and video productions
92.12.0 Motion picture and video distribution
92.13.0 Motion picture projection

5. Broadcasting Industry
92.20.0 Radio and television activities 35% (SVB)

6. Performing Arts Market
92.31.7 *Activities of own-account stage, motion picture, radio and television artists
92.31.8 Activities of own-account performers
92.31.1 Activities of theatre ensembles 10% (SVB)
92.32.1 *Organisation of theatre performances and concerts
92.32.2 *Operation of opera houses, theatre and concert halls and similar facilities 10% (SVB)
92.32.3 Operation of variety theatres and cabarets
92.32.5 *Technical activities in support of cultural and entertaining services
92.34.1 Activities of dancing schools
92.34.2 Other entertainment activities n.e.c. (circus, acrobats, puppet theatres)

7. Design Industry
74.20.6 Machinery and industrial plan design
74.87.4 Fashion design related to textiles, jewellery, furniture and the like
74.40.1 *Activities of advertising consultants, window dressing


16
8. Architectural Market
74.20.1 Consulting architectural activities in building construction and interior design
74.20.2 Consulting architectural activities in town, city and regional planning
74.20.3 Consulting architectural activities in landscape architecture

9. Press Market
92.40.2 Activities of own-account journalists and press-photographers
92.40.1 News agencies activities
22.11.2 Publishing of directories
22.12.0 Publishing of newspapers
22.13.0 Publishing of journals and periodicals
22.15.0 Other publishing

10. Advertising Market
74.40.1 *Activities of advertising consultants, window dressing
74.40.2 Dissemination of advertising media and activities of advertising agencies

11. Software / Games Industry
72.20.1 Publishing of software
72.20.2 Software consultancy

(-) Other Activities
92.31.4 Activities of own-account restorers
92.51.0 Library and archives activities 8% (SVB)
92.52.2 Preservation of historical sites and buildings 8% (SVB)
92.53.0 Botanical and zoological gardens and nature reserves activities 8% (SVB)
92.33.0 Fair and amusement park activities

Notes: *Allocated to more than one market segment. %-share SVB = employment statistics, UST = turnover tax statistics
Source: Forschungsgutachten Kultur- und Kreativwirtschaft der Bundesregierung 2009 [Research Report on Culture and Creative Industries of the German
Federal Government, 2009]

17
Table 1: Culture and creative industries 2006 und 2008, classified by CORE
BRANCHES and economic activities
Core
branch
Enterprises (1) Turnover (2) Persons employed
(3)
WZ-2003 Economic Acti vity Number in million Number
2006 2008 2006 2008 2006 2008
1. Music Industry
92.31.5 Activities of own-account composer, arranging
of music
2,337 2,407 244 249 2,471 2,565
92.31.2 Music and dance ensembles 1,859 1,785 214 214 7,368 7,166
22.14.0 Publishing of sound recordings and printed
music
1,478 1,645 1,867 1,724 5,155 5,574
92.32.1 Organisation of theatre performances and
concerts
1,268 1,416 1,301 1,388 7,046 6,998
92.32.2 Operation of opera houses, theatre and concert
halls and similar facilities
207 213 334 327 3,347 3,436
92.32.5 Technical activities in support of cultural and
entertaining services
1,358 1,711 381 460 3,677 4,835
52.45.3 Retail sale of musical instruments and scores 2,291 2,170 1,051 1,079 5,920 6,022
Total 10,798 11,346 5,392 5,442 34,984 36,595
2. Book Market
92.31.6 Activities of own-account writers 5,915 6,474 456 464 6,179 6,783
22.11.1 Publishing of books, except directories 2,674 2,723 10,294 10,824 43,136 39,850
52.47.2 Retail sale of books and technical journals 5,049 4,904 3,993 3,952 32,182 32,268
Total 13,638 14,101 14,743 15,240 81,497 78,901
3. Art Market
92.31.3 Activities of own-account artists 8,039 8,733 713 752 9,489 10,095
52.48.2 Retail sale of art (estimate) 2,003 1,864 588 573 3,670 3,549
92.52.1 Museum shops (estimate) and organisation of
art exhibitions
943 1,031 466 603 2,090 2,184
Total 10,985 11,628 1,767 1,928 15,249 15,827
4. Film Industry
92.31.7 Activities of own-account stage, motion picture,
radio and television artists
8,924 9,793 754 786 10,369 11,355
92.11.0 Motion picture and video productions 6,600 7,175 3,788 3,585 30,682 31,978
92.12.0 Motion picture and video distribution 1,145 1,049 1,621 1,753 3,641 3,779
92.13.0 Motion picture projection 985 981 1,446 1,512 9,158 9,126
Total 17,654 18,998 7,609 7,637 53,850 56,238
5. Broadcasting Industry
92.20.0 Radio and television activities 889 954 7,426 7,879 22,133 22,497
Total 889 954 7,426 7,879 22,133 22,497
6. Performing Arts Market
92.31.7 *Activities of own-account stage, motion picture,
radio and television artists
8,924 9,793 754 786 10,369 11,355
92.31.8 Activities of own-account performers 531 609 36 37 626 710
92.31.1 Activities of theatre ensembles 108 121 41 44 1,233 1,234
92.32.1 *Organisation of theatre performances and
concerts
1,268 1,416 1,301 1,388 7,046 6,998
92.32.2 *Operation of opera houses, theatre and
concert halls and similar facilities
207 213 334 327 3,347 3,436
92.32.3 Operation of variety theatres and cabarets 203 209 74 75 807 937
92.32.5 Technical activities in support of cultural and
entertaining services
1,358 1,711 381 460 3,677 4,835
92.34.1 Activities of dancing schools 1,522 1,640 198 209 3,020 3,398
92.34.2 Other entertainment activities n.e.c. (circus,
acrobats, puppet theatres)
3,199 3,798 1,036 1,169 6,774 7,406
Total 17,320 19,509 4,154 4,496 36,899 40,308

18
Core
branch
Enterprises (1) Turnover (2) Persons employed
(3)
WZ-2003 Economic Acti vity Number in million Number
2006 2008 2006 2008 2006 2008
7. Design Industry
74.20.6 Machinery and industrial plan design 3,455 4,248 680 821 8,683 10,032
74.87.4 Fashion design related to textiles, jewellery,
furniture and the like
13,445 14,707 1,595 1,599 19,133 21,051
74.40.1 Activities of advertising consultants, window
dressing
21,828 23,254 12,594 13,805 92,331 101,331
Total 38,728 42,209 14,869 16,225 120,147 132,414
8. Architectural Market
74.20.1 Consulting architectural activities in building
construction and interior design
34,124 36,842 6,246 6,438 84,251 88,624
74.20.2 Consulting architectural activities in town, city
and regional planning
3,132 3,621 626 698 9,425 10,111
74.20.3 Consulting architectural activities in landscape
architecture
2,481 2,828 414 436 5,950 6,364
Total 39,737 43,290 7,287 7,572 99,626 105,098
9. Press Market
92.40.2 Activities of own-account journalists and press-
photographers
16,615 19,792 1,197 1,309 18,174 21,372
92.40.1 News agencies activities 801 759 804 797 7,201 7,860
22.11.2 Publishing of directories 169 184 1,102 1,129 3,701 4,533
22.12.0 Publishing of newspapers 700 696 10,617 10,459 50,971 49,461
22.13.0 Publishing of journals and periodicals 1,732 1,708 10,172 9,832 36,759 37,718
22.15.0 Other publishing 2,900 2,890 3,419 3,463 7,554 7,692
Total 22,917 26,029 27,312 26,990 124,360 128,636
10. Advertising Market
74.40.1 *Activities of advertising consultants, window
dressing
21,828 23,254 12,594 13,805 92,331 101,331
74.40.2 Dissemination of advertising media and
activities of advertising agencies
17,679 17,266 13,203 13,487 49,690 50,382
Total 39,507 40,521 25,797 27,292 142,021 151,714
11. Software / Games Industry
72.20.1 Publishing of software 641 696 751 610 1,090 1,373
72.20.2 Software consultancy 35,078 40,144 23,352 25,851 304,715 343,725
Total 35,719 40,840 24,103 26,461 305,805 345,098
(-) Other acti vities
92.31.4 Activities of own-account restorers 1,266 1,388 136 153 2,671 2,697
92.51.0 Library and archives activities 74 85 20 22 1,037 1,007
92.52.2 Preservation of historical sites and buildings 65 76 24 27 188 173
92.53.0 Botanical and zoological gardens and nature
reserves activities
300 349 209 201 770 820
92.33.0 Fair and amusement park activities 3,364 3,317 894 922 13,576 11,604
Total 5,069 5,215 1,283 1,325 18,242 16,301

*Core branches with double count 252,961 274,642 141,742 148,486 1,054,813 1,129,629
*Sum of economic activities with double count 33,585 36,386 15,364 16,767 116,770 127,954
Culture and creati ve industries overall (excluding double
counts) 219,376 238,256 126,378

131,720

938,043 1,001,674
Share in overall economy 7.1% 7.4% 2.6% 2.5% 3.2% 3.3%
Notes: (*) Economic activities are allocated to several core branches. **Economic activity estimated at a share of 20%. (1) Taxable enterprises include all
freelance and self-employed entrepreneurs with a taxable turnover of at least EUR 17,500 per annum. (3) Persons employed include all self-employed
persons and employees liable to social insurance deductions; marginal employment is excluded.
Sources: Destatis, Federal Agency for Employment, Forschungsgutachten Kultur- und Kreativwirtschaft der Bundesregierung 2009 [Research Report on
Culture and Creative Industries of the German Federal Government, 2009]
19
B. Classification Model of the " Committee for the Enquiry of Culture in Germany" of
the German Parliament
The basic model of the culture and creative industries according to the classification by
STATISTICAL SUB-GROUPS and economic activities (NACE Rev.1, WZ 2003)
NACE Code
2 digits (division)
NACE/WZ
WZ-no. 3 digits (group)
NACE/WZ
WZ no. 4 digits (partly 5 digits) (class)
22 - Publishing, printing
and reproduction of
recorded media
22.1 - Publishing 22.11 - Publishing of books
22.12 - Publishing of newspapers
22.13 - Publishing of journals and periodicals
22.14 - Publishing of sound recordings
22.15 - Other publishing
92 - Recreational, cultural
and sporting activities
92.1 - Motion picture and
video activities
92.11 - Motion picture and video productions
92.12 - Motion picture and video distribution
92.13 - Motion picture projection
92.2 - Radio and television
activities; Production of Radio
and television programmes
92.20 - Radio and television activities; Production of Radio and
television programmes
92.3 - Other entertainment
activities
92.31 - Artistic and literary creation and interpretation
92.32 - Operation of theatre, opera and musical houses, technical
support to cultural activities
32.34 - Other entertainment activities n.e.c.
92.4 - News agency activities;
own-account journalists
92.40 - News agency activities; own-account journalists
92.5 - Libraries, archives,
botanical and zoological
gardens
92.51 - Library and archives activities 9231
92.52 - Museums activities and preservation of historical sites and
buildings
52 - Retail Trade 52.4 - Other retail sale

52.47 - Retail sale of books, newspapers and stationery
52.45.3 - Retail sale of musical instruments and scores
52.47.2 - Retail sale of books and technical journals
52.48.2 - Retail sale of art (excluding antiquities, carpets, stamps,
coins and gifts)
74 - Other business
activities
74.2 - Architectural and
engineering activities and
related technical consultancy

74.2x - Architectural activities
74.20.1 - Consulting architectural activities in building construction
and interior design
74.20.2 - Consulting architectural activities in town, city and
regional planning
74.20.3 - Consulting architectural activities in landscape
architecture
74.8 - Miscellaneous business
activities n.e.c.
74.8x - Design activities
74.20.6 Machinery and industrial plan design
74.40.1 - Activities of advertising consultants, window dressing
74.87.4 - Fashion design related to textiles, jewellery, furniture and
the like
74.4 - Advertising 74.40.2 - Dissemination of advertising media (advertising
consultancy included in design)
72 - Computer and related
activity
72.2 - Software/Games 72.2 - Development and publishing of software
Note: German definition of the cultural sector excluding WZ-no. 36.3 Manufacture of musical instruments, WZ-no 22.3
Reproduction of recorded media. WZ 2003 =German Classification of Economic Activities. Based on NACE Rev.1 =
"Nomenclature statistique des Activits economiqyes das la Communaut Europeenne" - Statistical Classification of Economic
Activities in the European Community
Source: Arbeitskreis Kulturstatistik
Source: Enquetekommission Kultur in Deutschland, Abschlussbericht, 2007, S. 376 [Committee for the Enquiry
of Culture in Germany, Final Report, 2007, p. 376]
20
Table 2: Culture and Creative Industries 2006 Classified by
STATISTICAL SUB-GROUPS
(Suitable for international or regional comparisons where a division into core branches is not possible)
Enterprises
(1)
Turnover
(2)
Persons
employed (3)
Employees
(4)
Marginall y
employed (5)
Side jobs
(6)
Number
2006
million
2006
Number
2006
Number
2006
Number
2006
Number
2006

Group 1: Publishing / sound
recording

22.1 Publishing 9,653 37,472 147,276 137,623 62,433 19,646
Group 2: Film Industry
92.1 Motion picture and video
production and distribution; motion
picture projection
8,730 6,855 43,481 34,751 12,643 5,822
Group 3: Broadcasting Industry
92.1 Radio activities, production of
Radio and TV programmes
889 7,426 22,133 21,244 586 353
Group 4: Artists' and other Groups
92.3 Other culture and
entertainment activities
40,100 6,812 78,653 38,553 14,698 6,924
Group 5: Journalists / News Agencies
92.4 News agencies activities,
activities of own-account journalists
17,416 2,000 25,375 7,959 2,163 964
Group 6: Museum Shops, arts exhibitions
92.5 Library, archives, museums,
botanical and zoological gardens
1,382 719 4,085 2,703 378 93
Group 7: Retail sale of cultural goods
from 52.4 Other retail sale 9,343 5,632 41,772 32,429 12,323 3,005
Group 8: Architectural Market
from 74.2: Architectural and
engineering activities and related
technical consultancy
39,737 7,287 99,626 59,889 13,858 5,594
Group 9: Design Industry*
from 74.8 Miscellaneous business
activities
38,728 14,869 120,147 81,419 29,141 12,124
Group 10: Advertising Market*
74.4 Advertising 39,507 25,797 142,021 102,514 80,907 25,003
Group 11: Manufacture of
software/games

72.2 Software consultancy and
supply
35,719 24,103 305,805 270,086 20,372 10,960
Culture and Creati ve Industries 219,376 126,378 938,043 718,667 222,970 79,442
Share in Overall Economy 7.1% 2.6% 3.2% 2.7% 4.6% 4.2%
Notes: *Economic activity advertising design allocated twice, but only included once in total sum. Red figure calculated excluding public institutions and
non-profit enterprises and originations. (1) taxable enterprises with (2) annual turnover of 17,500 Euro and more, (3) self-employed persons and employees
liable to social insurance deductions, (4) employees liable to social insurance deductions, (5) excluding marginally employed persons, (6) marginally
employed persons in side jobs
Sources: Destatis, Federal Agency for Employment, Forschungsgutachten Kultur- und Kreativwirtschaft der Bundesregierung 2009 [Research Report on
Culture and Creative Industries of the German Federal Government, 2009]
21
C. Classification Model of the European Commission

Statistical Classification of the Cultural Sector in Europe. Classification of the European Commission
according to the official European Classification of Economic Activities NACE Rev.1

NACE 2-digits (di vision) NACE 3 digits (group) Inclusion in the
cultural field
22.1 Publishing Yes 22 Publishing, printing and
reproduction of recorded
media
22.2 Printing and service activities related to printing No
22.3 Reproduction of recorded media No
92.1 Motion picture and video activities Yes 92 Recreational, cultural
and sporting activities
92.2 Radio and television activities Yes
92.3 Other entertainment activities Yes
92.4 News agency activities Yes
92.5 Library, archive, museums and other cultural activities Yes
92.6 Sporting activities No
92.7 Other recreational activities No
74.1 Legal, accounting, bookkeeping and auditing activities; tax
consultancy; market research and public opinion polling;
business and management consultancy; holdings
No
74.2 Architectural and engineering activities and related
technical consultancy
Direct estimation*
74.3 Technical testing and analysis No
74.4 Advertising Yes
74.5 Labour recruitment and provision of personnel No
74.6 Investigation and security activities No
74.7 Industrial cleaning No
74 Other business activities
74.8 Miscellaneous business activities not elsewhere classified. Yes
Note: *As the NACE nomenclature doesnt allow isolating architectural activities from engineering activities and related
technical consultancy, the DEPS used estimator calculated from professional sources. European definition of cultural sector
without NACE-code 52.47 Retail sale of books, newspapers and stationery, code 36.3 Manufacture of musical instruments, 22.3
Reproduction of sound, video, computer media recording. NACE Rev.1 =Nomenclature statistique des activits conomiques
dans la Communaut Europenne Statistical Classification of Economic Activities in the European Community).
Sources: European Commission, "The Economy of Culture in Europe, (Study, October 2006) acc. to: EU Cultural Statistics /
Task Force Employment/EUROSTAT and French Ministry of Culture/Research Department DEPS
22
Table 3: Cultural Employment in Europe, 2005, comparison of European countries
(EU-27) plus Croatia, Iceland, Norway, Switzerland
Cultural employment 2005
% of total
employment
Workers
(1000s)


EU-27 2.4 4,940

1. Netherlands 3.8 306
2. *Iceland 3.8 6
3. Sweden 3.5 154
4. Finland 3.3 79
5. Estonia 3.2 19
6. United Kingdom 3.1 870
7. Denmark 3.0 82
8. Germany 2.8 1,004
9. Latvia 2.7 28
10. *Switzerland 2.7 105
11. Ireland 2.5 48
12. Lithuania 2.5 36
13. Austria 2.4 89
14. Malta 2.3 3
15. Slovenia 2.3 22
16. Cyprus 2.2 8
17. *Norway 2.2 48
18. Belgium 2.1 88
19. Greece 2.1 92
20. Spain 2.1 390
21. Italy 2.1 464
22. Hungary 2.1 80
23. Czech Republic 2.0 94
24. France 2.0 488
25. *Croatia 2.0 30
26. Bulgaria 1.8 53
27. Luxembourg 1.8 4
28. Slovakia 1.8 40
29. Poland 1.7 231
30. Portugal 1.4 70
31. Romania 1.1 98

EU-27 plus *Iceland, *Switzerland, *Norway and *Croatia - 5,129
Note: Cultural employment covers both cultural occupations in the whole economy and any employment in cultural sectors of
the economy (cultural economic activities). Cultural occupations are professional activities with a cultural dimension, such as
librarians, writers, performing artists, architects, etc. The occupation is defined as a subset of the ISCO classification. All these
occupations are taken into account, whatever the main activity of the employer. Cultural activities are defined as a subset of the
NACE classification, and include e.g. publishing, motion picture and video activity, wholesale and retail of cultural goods. In
these activities, all employment is taken into account, whatever the occupation (artistic, technical, administrative, managerial),
because they are all required for the operation of the cultural industry.
Source: Eurostat (2007): Cultural statistics. The cultural economy and cultural activities in the EU 27, press release 29/10/2007

23
D. New Statistical Classification 2009 of the culture and creative industries in Germany
according to the new classification of economic branches (WZ 2008) (or European
NACE Rev.2)
(Valid for all data evaluation starting from 2009 as far as data and statistics are available in the new classification.)

Definition of the Arbeitskreis Kulturstatistik e.V. according to the official German classification of economic activities WZ2008)

WZ no. 2digits (division) WZ no. 3digits (group) WZ no. 4digits (partly 5digits) (class)


Publishing sector


58- Publishing activities

58.1- Publishing of books, periodicals
and other publishing activities
(excluding software)
58.11 - publishing of books
58.12 - Publishing of directories and mailing lists
58.13 - 58.13 - Publishing of newspapers
58.14 - Publishing of journals and periodicals
58.19 - Other publishing activities (excluding software)

Filmindustry

59- Motion picture, video and
television programme production,
sound recording and music
publishing activities

59.1- Motion picture, video and
television programme production, sound
recording and music publishing
activities cinemas
59.11 - Motion picture, video and television programme production activities
59.12 - Motion picture, video and television programme post-production activities
59.13 - Motion picture, video and television programme distribution activities
(excluding video rental stores)
59.14 Motion picture projection activities
Manufacture of sound storage
media/publishing of music



59.2- Sound recording and music
publishing activities

59.20 Activities of sound-recording studios and production of taped radio
programming, publishing of sound recordings and printed music
59.20.1 - Activities of sound-recording studios and production of taped radio
programming
59.20.2 - Publishing of sound recordings
59.20.3 - Publishing of printed music


Broadcasting Industry

60 Programming and
broadcasting activities

60.1- Radio broadcasting
60.2- Television programming and
broadcasting activities

60.10 - Radio broadcasting
60.20 Television programming and broadcasting activities


Cultural economic branches

90- Creative, arts and
entertainment activities

90.0Creative, arts and entertainment
activities

90.01Performing arts
90.01.1 Activities of theatre ensembles
90.01.2 Activities of ballet companies, orchestras, bands and choirs
90.01.3 Activities of own-account performers and circus groups
90.01.4 Activities of own-account stage, motion picture, radio and television
artists and other performing arts activities
90.02 Support activities to performing arts
90.02.0 Support activities to performing arts

90.03Artistic Creation
90.03.1 Activities of own-account composers, arranging of music
90.03.2 Activities of own-account writers
90.03.3 Activities of own-account visual artists
90.03.4 Activities of own-account restorers
90.03.5 Activities of own-account journalists and press photographers

90.04Operation of arts facilities
90.04.1 Organisation of theatre performances and concerts
90.04.2 Operation of opera houses, theatre and concert halls and similar
facilities
90.04.3 Operation of variety theatres and cabarets

Libraries/ Museums

91Libraries, archives, museums
botanical and zoological gardens
91.0Libraries, archives, museums
botanical and zoological gardens

91.01 Libraries and archives activities
91.02 Museum activities
91.03 Operation of historical sites and buildings and similar visitor attractions

24
Trade of Cultural Goods
47- Retail trade, except of motor
vehicles and motorcycles

47.6- Retail trade of published
products, sports equipment and toys
47.59.3 - Retail sale of musical instruments and scores
47.61 - Retail sale of books
47.62.1 - Retail sale of newspapers, journals and periodicals
47.63 - Retail sale of music and video recordings
47.78.3 - Retail sale of arts objects, paintings, craftworks (excluding stamps, coins
and gift articles)


Architecture

71- Architectural and engineering
activities; technical testing and
analysis

71.1- Architectural and engineering
activities and related technical
consultancy

71.11 - Architectural activities
71.11.1 - Consulting architectural activities in building construction
71.11.2 - Consulting architectural activities in interior design
71.11.3 - Consulting architectural activities in town, city and regional planning
71.11.4 - Consulting architectural activities in landscape architecture

Design

74- Other professional, scientific
and technical activities

74.1- Studios for textile, jewellery,
graphic and related design
74.10 Activities of textile, jewellery, graphic and related design
74.10.1 - Activities of industrial, product and fashion design
74.10.2 - Activities of graphics and communications designers
74.10.3 - Activities of interior decorators
71.12.2 - Engineering activities for projects in specific technical fields and
engineering design (partly)

Advertising

73- Advertising and market
research
73.1- Advertising

73.11 - Advertising agencies
73.12 - Media representation

Software/Games

58.2- Publishing of software
58.21 - Publishing of computer games
58.29 - Publishing of other software

62.0- Computer programming,
consultancy and related activities

62.01 - Computer programming activities
62.01.1 Web-page design and programming
62.01.9 - Other software development
Notes: WZ 2008 = German classification of economic activities, based on European NACE Rev.2 = Nomenclature statistique des Activits conomiques
dans la Communaut Europenne Statistical classification of economic activities in the European Community, 2008 edition
Source: Arbeitskreis Kulturstatistik e.V.