Press Study 2025: Luxembourg’s daily newspapers—an essential pillar of information and advertising.

Following a major methodological overhaul in 2023-24, the new 2025 Press Audience Study reveals that Luxembourg daily newspapers and their websites continue to play a central role in news and advertising. With a daily audience exceeding half of Luxembourg’s residents (50.7%), close to two-thirds when their websites and apps are included (67.4%), and remarkable reader loyalty, Luxembourg newspapers¹ are establishing themselves as a trusted medium, offering advertisers a secure and credible environment, in contrast to the fragmented logic of social networks.

After a suspension in 2023, decided upon in order to rethink the Plurimédia study in a context of demographic change and digital transformation, the 2025 results are now available. Won following a call for tenders by ILRES and Kantar Belgium, this new edition, conducted for sponsors Mediahuis, Edita and Editpress, provides a rigorous and up-to-date snapshot of print and digital media consumption in Luxembourg. It is aligned with the methodological standards of the CIM’s BPS (Belgian Publishing Survey) study and has been validated by experts from that study.

The study was suspended last year in order to ensure a completely revamped approach capable of reflecting the reality of the Luxembourg population, its reading habits and its interactions with the media in a rapidly expanding digital environment. After 18 years of continuous measurement, it had become clear that the old methodology, even with occasional corrections, was no longer able to accurately capture all reading patterns and behaviours.

The overhaul therefore covered the entire process: defining the universes, measurement methods, including the use of logos to enable respondents to identify items clearly, consolidation of paper and digital data, and consideration of multilingual behaviour. The study is based on a robust sample of 3,520 people. ²ensuring that the results accurately reflect the entire resident population of Luxembourg. An additional sample of 806 cross-border workers³ residing in France, Belgium and Germany were also surveyed, thereby extending the audience measurement to the entire working population.

The methodology follows three main axes: measuring print and digital readership of newspapers and magazines, evaluating online presence via websites and applications, and consolidating Total Brand, which brings together all points of contact with the brand. This integrated approach provides economic players, institutions and civil society with stable, comparable and representative results that can be relied upon for several years.

Two distinct groups are now identified: the resident population, of all nationalities, aged 16 and over, and the working population, comprising residents and cross-border workers who pay social security contributions in Luxembourg. This segmentation accurately reflects reading and media consumption habits, while taking into account the country’s linguistic and cultural diversity.

A daily, multilingual audience that reflects a country on the move

The latest audience figures illustrate the daily strength of newspapers and their websites. Among the working population, around half of individuals consulted a daily newspaper yesterday, and only 53.1% of them claim to understand Luxembourgish.

This reality highlights how essential it is, in a country as multilingual as Luxembourg, to provide information in several languages in order to guarantee equal access for all and enable the media to fully assume their democratic and societal role.

Among the resident population, 50.7% consulted a daily newspaper (audience figures for Luxembourg daily newspapers in their print or digital versions), confirming their central role in providing daily news and building loyalty among a large and diverse audience, including non-Luxembourgers. The digitisation undertaken by Luxembourg publishers in recent years is also reflected in the study. Their news websites in Luxembourg together account for 49.4%4.² residents aged 16+.

These figures reflect a key reality: daily newspapers and their affiliated websites or apps are daily contact media, offering immediate and repeated visibility to diverse, engaged and economically active audiences. The linguistic diversity of the titles makes it possible to reach a large proportion of the resident and working population every day, ensuring an inclusive and reliable impact.

But their role goes beyond simple communication. By disseminating verified, contextualised information that is accessible to all, daily newspapers contribute to the development of critical thinking, the fight against misinformation and media literacy. They contribute to social cohesion and the development of informed citizenship, which are essential to the democratic vitality of the country.

A measurable and qualitative force in the face of social media

Data from the Presse 2025 study confirms that Luxembourg daily newspapers retain an objective and quantifiable advantage over social media in terms of audience, loyalty and quality of the media environment.

Among the working population, 251,600 individuals consulted a daily newspaper yesterday, representing 47.4% of the working population. Among them, 165,800 readers are considered loyal, reading their daily newspaper regularly (31.3% of the working population). Over a week, the cumulative audience reached 379,300 individuals, corresponding to 71.5% of this population.

If we add news websites⁵, More than 367,300 readers are in daily contact with the titles included in the study. Over a week, the cumulative audience reaches 470,900 individuals, or 88.8% of this population.

These figures demonstrate a stable and repeated relationship with readers, as well as the strength of the daily press in an extremely fragmented media landscape where targeting residents in Luxembourg via social media remains arbitrary. For businesses, institutions, associations and local authorities, this guarantees not only high quantitative visibility, but also a unique qualitative framework: that of a credible, professional media outlet that respects its audience.

Unlike social media, where polarisation and misinformation are on the rise, daily newspapers offer a safe, regulated and editorialised environment. Organisations can therefore deploy their messages in a consistent, reliable and valuable context, reinforcing their impact and memorability among an active, multilingual and economically significant audience.

A long-term civic and collective role

The Presse 2025 study highlights that newspapers are not limited to an informative function: they also play a role in social cohesion. By bringing together readers from different linguistic and cultural backgrounds every day, they create a common space where reliable information circulates, contributing to mutual understanding and social harmony.

Through their ability to make sense of current events and prioritise information, they offer a stable reference point in a saturated media landscape, where social networks often favour immediacy at the expense of depth and verification.

In summary, Luxembourg newspapers combine the power of numbers with the quality of a professional and credible media environment, offering advertisers a strategic and responsible platform.

Further information

For detailed consultation of the results of the 2025 Press study, media outlets, agencies and advertisers can contact ILRES.

⁵contacto.lu, lessentiel.lu, lequotidien.lu, luxtimes.lu, tageblatt.lu, virgule.lu, wort.lu, zlv.lu and journal.lu