Time spent with media has increased by nearly a quarter over the past five years. That's according to a new Global Media Landscape report from GWI, which maps media trends across world regions. The increase in time spent with media has been mostly driven by the rise in digital content consumption, primarily due to the expansion of traditional media into the online space (TV, print, audio). According to the study, most time is spent with social media (2:28 hours per day), followed by watching linear TV (1:53 hours per day) and streaming music (1:35 hours per day). Over the past five years, listening to podcasts, watching TV content online(video-on-demand content), streaming music and internet news have grown the most. It is also worth noting that time has increased in almost all media, including print media, over the five-year period of traditional media. The very small decline in linear TV is offset by the rapid growth of online TV.
Evolution of the average daily time spent with media, 2018-2022 (in hours and minutes), source.Main trends
- After a brief spike during the pandemic, daily time spent watching TV globally in 2022 has decreased by 3 minutes compared to 208. Although the overall average time measured watching online is lower than the time measured watching a live broadcast, it has increased by 21 minutes since 2018 and continues to grow.
- Live TV reaches more viewers than online TV and remains a priority channel for brand communications. Social media reach is also high and outpaces other channels.
- Social media still steals the longest time from daily media consumption. In Latin America and the Middle East, time spent on social media exceeds three hours a day. While this behavior is more typical of young users, Generation X has also increased its time spent on social media between 2018 and 2022.
- With the exception of Asia Pacific, readers spend an average of 50 minutes a day reading print media. Usage time with digital (online) editions of print media increases further with the average representing 1 hour and 15 minutes per day.
- Although recipients spend nearly 7 hours per day (6:43 hours) online (mobile, PC, laptop, tablet), the data shows that time spent online has reached a ceiling. This is also true for the growing online markets (Middle East & Africa, Latin America) where the average time spent online per day has dropped by 20 minutes and 34 minutes respectively compared to 2021.
- Netflix remains the strongest streaming platform across all regions, with the highest market share in Latin America (79%) and North America (65%).
- Video viewing on social media is increasing. Nearly two-thirds of users watch videos on Instagram (63%) and more than half on Facebook (54%). More than 40% of users watch videos on Snapchat and 40% on Reddit, while the business network LinkedIn is also seeing an increased interest in videos, with nearly a third of users (28%) watching them.
- As of Q2 2022, daily time spent with online will exceed physical print media by 25 minutes. But this doesn't mean that readers are abandoning newspapers and magazines. In fact, the daily time spent reading print titles is the highest since the first quarter of 2020.
- Time spent reading news across all media is on the rise. In Q2 2022, 58% of users were getting their news via social media or a news site. Social media is the dominant channel to get news for the majority of consumers globally.
- In Q1 2022, podcasts ranked in the top three most popular type of music and audio content, replacing CDs and vinyl. In the US, YouTube is the preferred channel for listening to podcasts over Spotify, which is slightly more preferred by young listeners aged 16-24.
Source: mediaguru.cz
