Total Media Time Is on the Decline, but Growth in Digital Video Continues
The media environment in the UK continues to evolve, and this increasingly means a consumer pivot to digital channels. But while digital video in particular is gaining significantly, overall time spent is in decline.
Key Question: As total media time declines, where should advertisers turn to find their audiences?
Key Stat: Just before the pandemic hit, digital accounted for 27 minutes more media time than traditional. But the gap has grown significantly, and digital will be almost 3 hours ahead by 2026.
Here’s what’s in the full report
- 2 Exportable files for easy reading, analysis and sharing.
- 5 Charts: Reliable data in simple displays for presentations and quick decision making.
Table of Contents
- Executive Summary
- As total media time declines, audiences are increasingly found in digital environments
- Total time spent peaked in 2020
- Digital continues to gain an increasing share of media time
- Most video consumption is now digital video
- Video is also having an impact on social media time
- Media Gallery
Charts in This Report
- Digital Media Surpassed Traditional in Time Spent Back in 2019, and it Hasn't Been Close Since
- Total Media Time Will Drop Below 10 Hours per Day by 2026 - the Lowest Point in 10 Years
- Digital Will Dominate Media Time in the UK and France but Lag in Germany This Year
- Video Viewing Is Becoming Increasingly Digital, With the Tipping Point Coming in 2025
- By Time Spent, TikTok Overtook Snapchat in 2020, Instagram in 2022, and Is Now Closing In on Facebook
