Pressure points & opportunitiesThe creative industries report 2026

Around 80,200 companies with more than 214,000 employees generate 31.3 billion euros in turnover – German government provides targeted impetus for growth, financing and stability

Vienna (OTS) –

Despite difficult macroeconomic conditions, the creative industries remain a central pillar of Austria as a business location. This is shown by the new Creative Industries Report 2026, which is regularly compiled on behalf of the Federal Ministry for Economic Affairs, Energy and Tourism and the Austrian Federal Economic Chamber, analyzes the development of the years 2023 and 2024 and provides an outlook for 2026. Around 80,200 companies with over 214,000 employees belong to the creative industries. They recently generated an annual turnover of around 31.3 billion euros. Although this corresponds to a nominal decline of around 4% compared to the previous year, adjusted for the manufacture of coins, jewelry and similar products, this results in an increase in turnover of 3.8% in 2023.

In terms of the number of companies, the creative industries account for 13.3% of all businesses in Austria. In terms of key figures such as sales revenue, gross value added and gross operating surpluses, they account for around 3% to just over 4% of the overall economy. Vienna is the center of the creative industries: 37% of all companies are located here, and more than half of the creative industries’ turnover is generated in the federal capital.

The most important sub-sectors in terms of the number of companies are the art market with around 25,600 companies, followed by advertising with around 16,800 companies. In terms of employment, software & games is the largest sector with just under 55,000 employees, followed by the art market (around 46,000 employees) and advertising (around 39,000 employees).

Small-scale structure, high flexibility, major economic impact

The creative industries are characterized by their small-scale company structure. The average company size is three employees (overall economy: six), 76% of companies are one-person businesses. Around two thirds of businesses generate annual sales of up to 50,000 euros, while around 23,300 self-employed people generate annual sales of less than 10,000 euros.

As the creative industries are predominantly active in the service sector, personnel expenses are significantly higher (26%) than in the economy as a whole (18%). At 43%, the proportion of part-time employees is also significantly higher than the average for the economy as a whole (33%).

There are clear differences between the sub-sectors in terms of gender equality. The proportion of women in total employment is 44%, which is above the average for the economy as a whole. It is particularly high in the book & publishing, design and advertising sectors, while software & games and the music industry have below-average shares. There are also major sector-specific differences among self-employed women.

Development in 2024: creative industries more robust than the economy as a whole

The years 2023 and 2024 were characterized by a recession in Austria. However, 2024 shows that the creative industries are developing more robustly than the economy as a whole: With a slight increase in the number of companies by 0.1%, employment only fell by 0.2% (overall economy: -0.5%). Turnover fell by 0.6%, compared to -1.8% in the economy as a whole. Adjusted for the manufacture of coins, jewelry and similar products, the decline in turnover was only 0.4%.

At the same time, the latest special evaluation of the Creative Industries Economic Barometer shows a noticeable deterioration in economic sentiment. Around 34% of companies report declining sales, 13% report a weaker order situation. The outlook for the coming twelve months remains cautious: 34% expect turnover to rise, while 25% anticipate a decline. 62% are planning investments, primarily to cover replacement requirements, while just under 30% are currently refraining from investing.

Economic climate 2026: Creative industries less pessimistic than commercial economy

The majority of companies expect the general economic climate to deteriorate in 2026. The creative industries are less pessimistic than the commercial economy excluding the creative industries: 35% of the creative industries expect a deterioration, compared to 39% of the commercial economy. An improvement is expected by 25% of the creative industries, compared to only 11% in the commercial economy without creative industries.

For their own company, 25% of the creative industries expect an increase in turnover, while 35% anticipate a decline. The outlook for the order situation, employment and investment volume also remains subdued, with innovation and digitalization being the main motives for planned new investments. 43% of the creative industries export goods or services; among exporting companies, 39% expect export turnover to increase in 2026.

Zehetner: Creative industries are a key driver for Austria’s future

Elisabeth Zehetner, State Secretary for Startups, emphasizes the strategic importance of the industry: “The creative industries are not a marginal phenomenon, they are a key driver for Austria’s economic future. It combines entrepreneurial courage with cultural diversity, technological progress and sustainable value creation. With more than 80,000 companies and over 214,000 employees, it impressively demonstrates the extent to which creative output contributes to our country’s innovative strength and employment. Every eighth company in Austria is part of this sector – its share of around three percent of gross domestic product underlines its economic importance.” According to Zehetner, it is precisely the structure of the industry that makes it so strong: “The creative industries are organized in small units, highly flexible and exceptionally adaptable. This dynamism makes it possible to quickly translate new ideas into marketable solutions. At the same time, it clearly shows where targeted support is needed – particularly in terms of growth, financing and long-term stability.” With regard to the current economic situation, Zehetner clarifies: “Even in a challenging economic environment, the creative industries are proving their resilience. Despite nominal declines in turnover, it remains a reliable driver of innovation. With the Creative Industries 2030 innovation program, we are taking targeted measures to strengthen creative companies, accelerate innovation processes and further develop Austria as an attractive location for creative value creation.”

Measures to support the creative industries

The federal government strengthens the creative industries along the entire innovation chain, from start-up to internationalization, and specifically anchors them in the cross-cutting measures of the Industrial Strategy Austria 2035. aws supports creative companies at an early stage (aws First Incubator) and during the transition to scalable, impact-oriented growth (aws Innovative Solutions Preseed/Seed). The ecosystem is also strengthened by the establishment of the EIT Culture & Creativity KIC in Vienna and EU projects such as Label4Future, supplemented by traditional aws instruments such as loans, guarantees and investments. In the media sector, the Republic is providing targeted impetus for international visibility and value creation with ABA / FILM in AUSTRIA and FISAplus (2026: EUR 50 million). In addition, digitalization investments are promoted via KMU.DIGITAL. Strategically, the Innovation Programme Creative Industries 2030 and the Creative Industries Council form the framework for the use of technology (including AI), reducing bureaucracy and positioning. The Industrial Strategy 2035 provides additional levers, from AI and data innovation, technology transfer and intellectual property to sandboxes and innovation-oriented public procurement, thus opening up new market opportunities and scaling prospects for small-scale creative businesses in particular.

Voices from the Chamber of Commerce and creative industries

“The creative industries are a key driver of transformation: they drive innovation, open up new markets and make companies resilient in times of change. If we want to secure Austria’s competitiveness, we must strengthen the creative industries as a systemically relevant part of our innovation system. This is where the Austrian Federal Economic Chamber comes in – with effective programs and strong partnerships,” says WKÖ Vice President Angelika Sery-Froschauer.

Gerin Trautenberger, Chairman of Kreativwirtschaft Austria and author of the study, adds: “The Austrian creative industries are an ecosystem of diversity – supported by micro-enterprises that react quickly to new trends and niches with flexibility and innovative strength. At the same time, their overall economic significance is enormous: with a share of around 13% of all companies and around 32 billion euros in value added – almost 5% of GDP – as well as a total production value of almost 40 billion euros, we can speak of a creative infrastructure in terms of its relevance to the overall economy. This is precisely why this small-scale structure needs tailor-made support: better access to financing, growth paths and long-term stability. Kreativwirtschaft Austria is committed to strengthening the sector as a key resource for innovation and transformation – both nationally and internationally, through modern framework conditions and consistent integration into European innovation networks such as EIT Culture & Creativity. Because the future of the economy is creative – and it needs strong, diverse and courageous players.”

Creative industries as a bridge between culture, technology and business

The creative industries act as drivers of innovation for numerous other sectors by bringing new technologies, digital business models and creative solutions to the economy and society. Despite economic challenges, they remain a key value creation factor, a driver of the triple transition (ecological, digital, social) and a decisive building block for a competitive and sustainable business location in Austria.

Queries & Contact

Federal Ministry for Economic Affairs, Energy and Tourism
Press Department

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The Austrian Creative Industries Report is a measure of Kreativwirtschaft Austria as part of the Innovation Program Creative Industries 2030 of the Federal Ministry for Economic Affairs, Energy and Tourism in cooperation with the Austrian Federal Economic Chamber, financed by funds from the Federal Ministry for Economic Affairs, Energy and Tourism. The full report is available on the Kreativwirtschaft Austria website.