Despite doing well in comparison to other German daily newspapers, Bild saw falling circulation and sales figures during the last decade. Towards the end of 2018, 1.5 million copies of Bild were sold, out of two million copies printed. The Sunday edition of the paper, Bild am Sonntag, had a paid circulation of 769 thousand copies in the same period, reaching 7.5 million readers per issue in 2018, compared to 8.6 million the year before. 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 January 2019, there were 24.8 million unique users on Bild.de, an increase compared to the year before at 23.3 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. Other Bild magazines include Sport Bild and Auto Bild.