Despite doing well in comparison to other German daily newspapers, Bild saw falling circulation and sales figures during the last decade. By the third quarter of 2019, 1.47 million copies of Bild were sold out of almost two million copies printed. The Sunday edition of the paper, Bild am Sonntag, had a paid circulation of roughly 800 thousand copies in the same period, an increase compared to the year before at 770 thousand copies. In 2018, the reach of Bild am Sonntag amounted to 7.5 million readers per issue, compared to 8.6 million the year before that. When observing the reach of Bild Zeitung by age and gender in 2018, 6.2 million male readers were reached per issue, compared to three million female readers. The age group 50 to 59 years showed the highest share of readers at two million. As of September 2019, there were 23.9 million unique users on Bild.de, a decrease compared to the year before at 25 million.
The Bild Zeitung publishes a number of other print brands. At the end of 2018, their computer magazine Computer Bild sold 197 thousand copies, reaching 1.55 million readers per issue. Women's magazine Bild der Frau had a paid circulation of 622,566 copies at the same time, with 4.8 million readers per issue reached in 2018. By the third quarter of 2019, the paid circulation of Bild der Frau had increased to 630,704 copies, whereas the sales volume of Computer Bild had decreased to 172,790 thousand. Other Bild magazines include Sport Bild and Auto Bild.