Messaging traditionally has two models: queuing and publish-subscribe. In a queue, a pool of consumers may read from a server and each message goes to one of them; in publish-subscribe the message is broadcast to all consumers. Kafka offers a single consumer abstraction that generalizes both of these—the consumer group.
Consumers label themselves with a consumer group name, and each message published to a topic is delivered to one consumer instance within each subscribing consumer group. Consumer instances can be in separate processes or on separate machines.
If all the consumer instances have the same consumer group, then this works just like a traditional queue balancing load over the consumers.
If all the consumer instances have different consumer groups, then this works like publish-subscribe and all messages are broadcast to all consumers.
That there cannot be more consumer instances than partitions.