Digital, as we know it today, now sits at the heart of enabling contactless experiences. The risks and restrictions associated with in-person interactions, largely as a result of the pandemic, have meant we continue to see day-to-day consumer routines dramatically impacted - from work to shopping, to entertainment and socialising, to engagement with different types of media.
Globally, as some traditional media were hit by lockdown restrictions and changing work routines, many pre-pandemic digital media trends accelerated. We have witnessed a significant increase in the use of on demand TV streaming services such as Netflix and Amazon Prime, as well as the younger generations driving a rise in the popularity of podcasts. On the other hand, as routines have been disrupted by the pandemic, a proportion of radio listeners who traditionally listened out of home (in the car, at work, or when travelling) have reduced their listening behaviour.
This report takes deep dives into the Watch, Listen, Read and Social channels of media consumption. Within the report, we unveil past and present consumption levels for the most relevant media across different demographics, with a particular focus on the US and Great Britain. As consumer media consumption patterns continue to evolve and adapt to the pandemic-caused disruption across different regions, YouGov data sheds light on media growth opportunities for media planners and brand marketers alike, whilst also revealing which digital trends are likely to stick around in the future, and which global markets and demographics are encouraging this stickiness. The study combines YouGov deep dive custom research across living data from multiple products, including YouGov Custom Research, in 17 international markets and YouGov syndicated Profiles data with specific focus on the US and GB.
Digital, as we know it today, now sits at the heart of enabling contactless experiences. The risks and restrictions associated with in-person interactions, largely as a result of the pandemic, have meant we continue to see day-to-day consumer routines dramatically impacted - from work to shopping, to entertainment and socialising, to engagement with different types of media.
Globally, as some traditional media were hit by lockdown restrictions and changing work routines, many pre-pandemic digital media trends accelerated. We have witnessed a significant increase in the use of on demand TV streaming services such as Netflix and Amazon Prime, as well as the younger generations driving a rise in the popularity of podcasts. On the other hand, as routines have been disrupted by the pandemic, a proportion of radio listeners who traditionally listened out of home (in the car, at work, or when travelling) have reduced their listening behaviour.
This report takes deep dives into the Watch, Listen, Read and Social channels of media consumption. Within the report, we unveil past and present consumption levels for the most relevant media across different demographics, with a particular focus on the US and Great Britain. As consumer media consumption patterns continue to evolve and adapt to the pandemic-caused disruption across different regions, YouGov data sheds light on media growth opportunities for media planners and brand marketers alike, whilst also revealing which digital trends are likely to stick around in the future, and which global markets and demographics are encouraging this stickiness. The study combines YouGov deep dive custom research across living data from multiple products, including YouGov Custom Research, in 17 international markets and YouGov syndicated Profiles data with specific focus on the US and GB.
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