During the year 2020, many categories of media recorded significant gains in terms of time spent. But 2021 will mark the start of a reset, and by 2023 total media time will stabilize near pre-pandemic levels. However, digital will represent an increasing proportion.
How will the total time spent with the media change after the pandemic?
In 2020, total media time increased sharply in France, Germany and the UK. But there will be widespread declines this year: from 14 minutes per day to 10 a.m., 27 minutes (10:27 a.m.) in France, 16 minutes to 10:05 a.m. in Germany and 11 minutes to 10:26 a.m. in the UK. This is to be expected as the company begins to reopen.
What does the distribution of traditional media vs. digital media look like across countries?
On the continent, traditional media still dominate in 2021, accounting for 56.6% of total media time in France and 57.6% in Germany. In the UK, things are reversed, with digital accounting for a 55.9% share. In all three countries, however, the share of digital will increase thanks to our forecasts.
How did these changes affect the viewing of videos?
Television has been one of the few mainstream media categories to show growth in time spent in 2020. There will be a reset this year in all three countries, as there will be for digital video, but in recent years. years from our forecasts, digital will be the main growth driver for video time.
What other categories have contributed to the evolution of the past?
Time spent on social media increased significantly over the past year, but unlike other categories, there will be no subsequent drop this year, with numbers remaining stable through 2023. Time spent with audio , meanwhile, has had no noticeable impact on overall media time although within the category digital will once again increase its share of the pie.
WHAT’S IN THIS REPORT? This report presents our latest forecast for media time in France, Germany and the UK, broken down by traditional and digital consumption, and focusing on post-pandemic realities.