Fueled by nationwide elections in additional than a dozen nations and mass tune-in for the Summer season Olympics in Paris, international media consumption rose 2.4% in 2024 however it’s heading for a fall.
That’s one key takeaway from analysis agency PQ Media‘s twelfth annual World Client Media Utilization Forecast for 2025 to 2029. The report sees complete consumption falling 0.3% this yr in contrast with 2024, which might be the primary decline since 2009, through the monetary disaster. One drag on consumption is the truth that digital machine penetration charges have peaked in main markets together with the U.S., the report famous.
“Additionally contributing to the media consumption decline in 2025 is predicted deceleration in discretionary spending on media gadgets and content material, as shoppers worldwide tighten their general budgets on account of an anticipated rise in inflation and doable recession because of the tariff wars instigated by the brand new Trump administration in the US,” PQ Media CEO Patrick Quinn stated.
In 2026, with extra elections on faucet together with the Winter Olympics in Italy and the FIFA World Cup in North America, Quinn stated, complete utilization will climb once more.
The typical international client spent 8.17 hours per day with media in 2024, up from 7.36 hours in 2019. In some markets, like Japan and the Netherlands, day by day media utilization exceeded 12 hours per day, based on the research.
Tv (together with stay, digital, streaming and over-the-top video) leads all 11 media classes tracked by PQ Media when it comes to consumption, reaching 28.07 hours per week in 2024.
One ongoing development evident within the report is the shift from conventional media to digital media, with digital rising to 39.7% share globally, up from 37.3% in 2023 and 28.6% in 2019. Whereas that quantity could seem modest at first blush, PQ Media emphasised that the statistic stems from information from China and India, every of which has populations of greater than 1 billion, with many residents too poor to afford web entry and cellphones. In 11 of the top-20 markets, together with the U.S., South Korea, the Netherlands and Spain, digital media utilization accounts for greater than 50% of general consumption.
Advert-driven media consumption tops 50% in additional than 11 international markets, led by Spain and Japan at 57.9%. On common, it accounted for 52.7% of time spent in 2024, down from 55.5% in 2019.
A brand new group of media shoppers is recognized within the report: the “AI-Gen,” which is comprised of people born between 2025 and 2039, the primary technology to stay its whole life with synthetic intelligence.
“In contrast with earlier generations, the AI-Gens will likely be launched to digital media at an earlier age, as broadband, smartphone, and pill penetration charges have emerged as the best ever in 2025, with youngsters understanding how you can use smartphones and tablets nearly from the time they will stroll,” Quinn stated.
