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文檔簡介
2024
USmediaconsumptionreport
TV,audio,print,digital,andsocialmediatrends
Introduction
P
lanningyourmediastrategyfortheyearahead?Wonderingwhereyou’llfindyouraudience?Attest’sMediaconsumption
reportaimstogiveyouanswers,providingthreeyearsofdataacrosssocialmedia,TV,audio,printanddigitalmedia.
Wehighlightthetrendsyouneedtoknow,lookingatyear-on-yearconsumptionacrossdifferentdemographics.FromwhichsocialmediaplatformisthebestplacetofindGenZ,towho’swatchingthemostTV,you’llgetinsightthatwillhelpyoudecidewheretospendyouradvertisingbudget.
Sample
ThedatainthisreportcomesfromatrackersurveyconductedinMarch/AprilannuallyontheAttestplatform.Thesampleincludes1,000nationallyrepresentativeUSworkingageconsumers.
Contents
03/
08/
12/
16/
TVtrends
Audiotrends
Socialmediatrends
Printanddigitalmediatrends
60.7%
2024
63.1%
2023
63.8%
2022
USconsumerswatchingTVfor3+hoursperday
TVtrends
(Most)consumersarespendinglesstimewatchingTV
TheamountofTVthatAmericanswatchisdeclining.Since2022,thepercentageofpeoplewatchingTVofanytypeformorethanthreehoursadayhasdroppedby-3.1percentagepointsto60.7%.Allagegroupshavecutbackonlongdailyviewingsessionsof5+hoursapartfromconsumersaged25-34whohaveincreasedthemby+7.3percentagepointsto29.6%.
Extrainsight
Consumersaged55-64watchthemostTV:athirdwatchmorethanfivehoursperday,althoughthisisadeclineof-6.8pponlastyear.
46.9%
2024
48.2%
2023
45.9%
2022
USconsumerswatchingliveTVfor1+hourperday
LiveTVbouncebackwasshortlived
ConsumershavebeendriftingawayfromliveTVforawhile,withgrowingpercentagesnotwatchinganyatall.Andwhilelastyearbuckedthetrend,thisyear,thenumberofAmericanswhodon’twatchliveTVhasrisenby+4.1percentagepointsto24.3%.
Consumersaged35-44aremostlikelytohaveabandonedliveTV:aquarterdon’twatchany,whichisanincreaseof+14.5pp.
Extrainsight
Consumersaged25-34watchliveTVfortwiceaslongastheiryoungercounterparts:25.5%watch2+hoursaday,versus11.9%ofthoseaged18-24.
61.8%
2024
71.7%
2023
71.2%
2022
USconsumerswatchingNetflixatleastonceaweek
CrackdownonpasswordsharingdentsNetflixviewernumbers
SinceNetflixgottoughonpasswordsharingandscrappeditsBasicad-freetierfewerAmericansareregularlyaccessingtheplatform.ThenumberofconsumerswhowatchNetflixatleastonceaweekhasdeclinedby-9.9percentagepointsto61.8%.Thislosshasoccurredacrossallagegroups,withthedeepestlossfeltinthe35-44agegroup(-13.3ppto64.0%).
Extrainsight
Consumersagedunder35areNetflix’sbiggestusergroup:around75%usethestreamingplatformweekly.
31.0%
2024
38.2%
2023
32.5%
2022
USconsumerswatchingDisney+atleastonceaweek
MillennialsdefectfromDisney+
Disney+hikedthecostofitsad-freeplanby$3inOctober2023.Themoveappearstohaveledtoalossofviewers,witha-7.2percentagepointdeclineinAmericansaccessingtheplatformatleastonceaweek(to31.0%).SimilartothelossesseenatNetflix,it’sMillennialswhohavedefected:thepercentageofconsumersaged28-43whowatchDisney+hasdroppedby-13.5ppto38.5%.
Extrainsight
Disney+remainsAmerica’sfourthmostpopularTVstreamer,behindNetflix,HuluandAmazonPrime.
4%
USconsumerswatchingYouTubeTVatleastonceaweek
FewerAmericansaretuningintoYouTubeTV
YouTubeTVenjoyedaboostinuserslastyear,butin2024,viewernumbershaveslippedbackdown.ThepercentageofconsumersusingtheliveTVstreamingserviceweeklyhasdeclinedby-8.1percentagepointsto17.3%.ItremainsmostpopularwithaMillennialaudience,despitethelossesoccurringinthisdemographic.
Extrainsight
InlinewiththedownwardtrendinliveTVviewing,fellow‘cordcutting’serviceSlingalsosuffereda-7.9pplossto4.1%.
2022
15.7%
2023
25.
2024
17.3%
36.4%
2024
44.5%
2023
39.3%
2022
USconsumersstreamingmusicdaily
Audiotrends
Americansaren’tstreamingmusicasfrequently
Musicstreaminghasbeenonanupwardtrajectorysincewestartedtrackingit,butthisyearit’stakenadip.ThepercentageofUSconsumerswholistentostreamedmusicdailyhasdecreasedby-8.1percentagepointsto36.4%.Meanwhile,thepercentagewhosaytheyneverlistentostreamedmusichasincreasedby+6percentagepointsto18.9%.
Extrainsight
Americansundertheageof35aremorelikelytolistentostreamedmusiconadailybasisthantheyaretotheradio.
19.7%
2024
29.1%
2023
15.5%
2022
USconsumersregularlyusingAppleMusic
AppleMusicseesdeclineinregularusers
AppleMusicisfeelingthestingfromthedownwardtrendinstreamingmusic.Justasitwasstartingtomakegains,theplatformhassuffereda-9.4percentagepointdeclineinregularusersto19.7%.It’sthebiggestlossamongaslewoflossesformusicstreamers,andputsAppleMusicbackbehindAmazonMusic(22.6%).YouTubeMusicandSpotifyremainneck-and-neckatthetop.
Extrainsight
AppleMusic’score18-24-year-olddemographicremainsloyal,withnochangeinthe34.7%whouseitregularly.
32.4%
2024
37.0%
2023
35.4%
2022
USconsumerslisteningtotheradiodaily
Radiolisteningisbecominglesspopular
Radiohashelditsownduringtheriseofthemusicstreamersbutcoulditsstarfinallybeonthewane?In2024,dailyradiolisteninghasdeclinedby-4.6ppto32.4%.Whilethemediumisstillgoingstrongwitholderdemographics,aquarterofconsumersaged18-24saytheyneverlistentotheradioandonly16.3%listendaily.
Extrainsight
Americansaged45-54arethebiggestradiofans:43.1%listendailyand26.3%listenseveraltimesaweek.
38.8%
2024
41.3%
2023
33.7%
2022
USconsumerslisteningtopodcastsweekly
Podcastgrowthmakesau-turn
Thepercentageofconsumerslisteningtopodcastshitahighlastyear,but2024failstodeliveranygrowthforthemedium.Justunder39%ofAmericanslistentopodcastsweekly,whichisa-2.5percentagepointdecline.However,whileconsumersaged
between35-54havereducedtheirlisteningfrequency,thoseaged25-34haveincreasedit.
Extrainsight
Consumersaged25-34arethebiggestconsumersofpodcasts:24.2%listendailyandtheirfavoritegenresarecomedyandsport.
41.4%
2024
46.3%
2023
48.3%
2022
USconsumersspending2+hoursperdayonsocialmedia
Socialmediatrends
Middleagedconsumersarespendinglesstimeonsocialmedia
Consumersaged35-44arereducingtheamountoftimetheyspendonsocialmedia:lastyear45.0%spentmorethantwohoursperdayonsocialmediabutthathasfallen-10.5percentagepointsto34.5%.Thesametrendisseenamongconsumersaged45-54,followinga-5.1percentagepointdecline,only28.7%scrollforinexcessoftwohoursdaily.
Extrainsight
GenZspendthemosttimeonsocialmedia:31.3%spend3-4hoursdaily,20.7%spend1-2hoursand15.3%spenda
whopping5-6hours.
19.9%
2024
27.8%
2023
20.7%
2022
USconsumersusingSnapchatdaily
YoungconsumersareusingSnapchatlessfrequently
Snapchathassuffereda-7.9percentagepointlossindailyUSusers,to19.9%.Theplatformhasbecomenotablylessappealingtousersaged18-24:lastyear,halfofthisagegroupusedSnapchateveryday,butthatfigurehasfallenby-17.7percentagepointsto31.3%.ItmeanstheplatformisnowonlymarginallymorepopularwiththisagegroupthanFacebook(27.1%useitdaily).
Extrainsight
YouTubehasthehighestusageamongconsumersaged18-24:60.4%useitdaily,althoughthisisaslightcontractiononlastyear.
25.4%
2024
31.7%
2023
23.6%
2022
USconsumersusingTikTokdaily
TikToklosestractionwithGenZ
IfyouwerethinkingthatfallingnumbersofGenZonSnapchatwasdowntoamigrationtoTikTok,you’dbewrong.Consumersaged18-24arealsoreducingtheiruseofTikTok:thepercentagewhouseitdailyhasdeclinedby-9.3percentagepoints.However,thisfigurestillstandsat47.2%,meaningGenZremainstheplatform’sbiggestaudience.
Extrainsight
TikTokistrendingdowningeneral,withan+8.8ppincreaseinnon-usersto43.4%,perhapsasaresultoftheplatform’suncertainfutureintheUS?
20.2%
2024
23.3%
2023
18.8%
2022
USconsumersvisitingXdaily
Twitter’sXrebrandhasdrivenconsumersaway
ThenumberofUSconsumerswhoneveruseX(formerlyknownasTwitter)hasincreasedby+7.7percentagepointsto49.9%sincelastyear.Atthesametime,dailyusershiphasdecreasedfrom23.3%to20.2%.Abandonmentoftheplatformhasoccurredamongconsumersaged35+.
Extrainsight
Xismostpopularwithconsumersaged25-34:nearly26%useitdaily,whileafurtherquarteruseitweekly.
29.8%
2024
35.7%
2023
23.3%
2022
USconsumerswithadigitalcontentsubscription
Printanddigitalmediatrends
Consumersarecuttingbackondigitalcontentsubscriptions
Digitalcontentsubscriptionshaveexperienceda-5.9percentagepointdeclinein2024to29.8%.Consumersaged35-44havecutbackthemost(-20ppto31.2%).However,losseshavebeenoffsetbygainsfromconsumersaged18-24.GenZhasbuckedthetrendbyincreasingtheirsubscriptionstodigitalcontentby+17.2percentagepointsto50.3%.
Extrainsight
Consumersaged25-34aremostlikelytohaveasubscriptiontoaprintedpublication:25.6%haveone(including19.2%whohavebothaprintanddigitalsubscription).
23.5%
2024
34.0%
2023
26.0%
2022
USconsumersreadingprintednewspapersweekly
OlderMillennialshaveabandonedprintednewspapers
Weeklyreadershipofprintednewspapershasdecreasedby-10.5percentagepointsto23.5%.Thedeclineisdrivenbyconsumersinthe35-44agebracket,wheretherehasbeenahugedeclineof
-31.2percentagepointsto21.1%.Thisagegroupwerethebiggestconsumersofphysicalnewspapersbuthavenowbeenovertakenbyyoungerconsumers.
Extrainsight
Consumersaged25-34arethebiggestconsumersofprintednews:32.4%readanewspaperweekly,including7.8%whoreadonedaily.
25.5%
2024
29.6%
2023
26.0%
2022
USconsumersreadingdigitalnewsdaily
Americanshavereducedtheirconsumptionofdigitalnews
Consumersareaccessingdigitalnewslessregularly.There’sbeena-4.1percentagepointdeclineinconsumersreadingdigitalnewsdaily(to25.5
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