Global Consumer Media Usage Grew Only 0.3% in 2023, as No Major Political or Global Sporting Events Were Scheduled to Fuel Media Usage in Major Global Markets
STAMFORD, Conn., May 1, 2024 /PRNewswire-PRWeb/ -- Global consumer media usage, including all digital and traditional media channels, grew a slight 0.3% in 2023 to an average of 56.2 hours per week (HPW) in 2023, following a sharp growth acceleration in end-user time spent with media in 2022 of 3.0%, fueled by major political elections in many of the top 20 global markets, as well as the Winter Olympics in China and the FIFA World Cup in Qatar, according to research released today by PQ Media, the world's leading provider of media econometrics.
- Consumer media usage grew at its slowest rate in 2023."
- That said, there are many countries that digital media usage accounts for over 50% of total media consumption, such as South Korea, the Netherlands and Spain.
- Among the six key generation groups tracked in the Global Consumer Media Usage Forecast 2024-2028 , i-Gens (born between 1996-2012) already exceed the 50% digital media usage threshold and Millennials (born between 1981 and 1996) will join them in 2024.
- "With the rapid shift to digital media usage, 2022 will be the last year in which traditional media will ever post positive growth," PQ Media's Quinn added.