The creators recognized the potential of the internet and social media early on, even though the show began primarily as a traditional TV format. "With the rise of streaming and social media, we had to adapt to the digital world in order to remain relevant for our audience", explains Elisabeth Sofeso, who has been in charge of GNTM’s content since the 10th anniversary season. Sofeso was initially Program Manager and is now Vice President of Content Creation Show & Reality at ProSiebenSat.1. Web-exclusive clips, behind-the-scenes insights and fan interaction via platforms like Instagram and Facebook now define the show’s universe. "It’s been fascinating to see how #GNTM has evolved from a TV show into a full-fledged multimedia experience. The fusion of linear TV and digital offerings was the key to its success", says Sofeso. "Our viewers want to be able to experience our show anywhere and at any time." A claim that #GNTM fully lives up to.

ProSieben continues to broadcast the show, and with Joyn, ProSiebenSat.1's Superstreamer, fans have the opportunity to stream flexibly and enjoy exclusive bonus content. A prime example: the AI-powered "GNTM TOPSHOT" module, which was launched on Joyn in April 2025. This feature allows viewers to upload their own photo and immerse themselves in impressive photo shoot settings with the help of artificial intelligence. "With our TOPSHOT feature, we are creating a real wow moment for our fans and a personalized brand experience that has never been done before", explains Jutta Meyer, EVP Marketing & Creation at ProSiebenSat.1. "Twenty years ago, activations like this would have been unthinkable", says Meyer, "but today they are an integral part of our brand strategy." The brand expert adds: " AI in marketing and creation is not an end in itself, but a tool that expands our creative freedom. I am proud that with TOPSHOT we have managed the balancing act between the joy of innovation and the responsible use of AI technologies. Not everything that is technically possible is always sensible or brand compliant."

However the TOPSHOT module is just one example of GNTM's transformation into a cross-platform brand. To offer fans even more of a GNTM experience, the spin-off "Germany's Next Topmodel Stories" was launched exclusively on Joyn for the 20th anniversary season. "With this additional format, we are giving viewers a look behind the scenes - more personal and emotional than ever before", explains Jobst Benthues, Managing Director of Redseven Entertainment and long-time producer of the successful ProSieben format. Week after week, fans can follow the experiences and stories of the models, designers and guest judges off the catwalk in "Germany's Next Topmodel Stories". Never-before-seen Heidi moments included. "The format is a unique combination of storytelling and behind-the-scenes moments - from the models' big dreams to the small, often unnoticed moments that shape them on their way to becoming a top model", says Benthues. "This allows our fan community to dive even deeper into the #GNTM universe."

In fact, TV, web, social media and additional interactive offers merge into a 360-degree world of experiences. This is the recipe for success of the anniversary season of "Germany's Next Topmodel". "We have millions of fans who love #GNTM in all its facets," says Elisabeth Sofeso. "From classic TV viewing to smartphone gaming: #GNTM thrives on constantly implementing new, innovative ideas and creating experiences for fans on a wide variety of platforms."

Thanks to this continuous development on all platforms, Heidi Klum's show is now one of the most successful brands on German television - and a brand that goes far beyond the classic television format. "#GNTM is a phenomenon that captivates millions of viewers of all ages", Sofeso sums up. An unparalleled success story. The 20th anniversary not only marks a milestone in the show's history. It also offers a glimpse into the future of entertainment, which is becoming increasingly interconnected and personalized.

Meanwhile, the tension among #GNTM fans continues to rise. No wonder, since the current season is heading towards its climax. On June 19, 2025, Heidi Klum will choose the winners of the 20th season of #GNTM live on ProSieben and Joyn: beaming faces and tears of joy for teacher training student Daniela (20, Ostfildern) and high school graduate Moritz (19, Berlin). They win the coveted title and become "Germany's Next Topmodel - by Heidi Klum" 2025. A total of 3.87 million people watched the finale on ProSieben on Thursday evening (net reach, 3+ age group).