




版權說明:本文檔由用戶提供并上傳,收益歸屬內容提供方,若內容存在侵權,請進行舉報或認領
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
溫馨提示
- 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請聯系上傳者。文件的所有權益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網頁內容里面會有圖紙預覽,若沒有圖紙預覽就沒有圖紙。
- 4. 未經權益所有人同意不得將文件中的內容挪作商業或盈利用途。
- 5. 人人文庫網僅提供信息存儲空間,僅對用戶上傳內容的表現方式做保護處理,對用戶上傳分享的文檔內容本身不做任何修改或編輯,并不能對任何下載內容負責。
- 6. 下載文件中如有侵權或不適當內容,請與我們聯系,我們立即糾正。
- 7. 本站不保證下載資源的準確性、安全性和完整性, 同時也不承擔用戶因使用這些下載資源對自己和他人造成任何形式的傷害或損失。
最新文檔
- 【正版授權】 ISO 17987-7:2025 EN Road vehicles - Local Interconnect Network (LIN) - Part 7: Electrical physical layer (EPL) conformance test specification
- 學校天然氣使用協議書
- 成都安置房合同協議書
- 智能家居品牌及協議書
- 貝米錢包協議書
- 瓶裝水生產轉讓協議書
- 畢業實習第三方協議書
- 終端購機協議書
- 排雷班主播簽約協議書
- 快遞員承包合同協議書
- 2025年5G網絡在無人機領域的應用可行性研究報告
- 央企華潤集團杭州片區年度品牌傳播策略案
- 工業用地開發項目成本分析與資金籌措方案
- 2025-2030年中國正丁醇行業市場現狀供需分析及投資評估規劃分析研究報告
- (人教2024版)英語七年級下冊Unit7.4 Section B 1a-2d課件(新教材)
- 2025年廣東嘉城建設集團有限公司及其下屬公司招聘筆試參考題庫含答案解析
- 新藥研究與開發技術 課件3.新藥的工藝與質量研究
- 2025-2030中國基礎設施行業市場前景趨勢及競爭格局與投資研究報告
- 2025年統編版一年級(下)期末語文試題(含答案)
- 六防教育主題班會課件
- 武漢五調高三數學試卷及詳細答案
評論
0/150
提交評論