Media Consumption Predicted to Decline in 2025
Global media consumption saw a 2.4% increase in 2024, reaching an average of 57.2 hours per week, according to PQ Media research. This growth, fueled by events like the Summer Olympics, is expected to reverse in 2025 with a projected 0.3% decline – the first since 2009.
“The 2025 decline indicates that digital media gains are no longer compensating for traditional media losses. The past 40 years saw numerous new media platforms driving substantial media usage growth,” says Leo Kivijarv, executive vice president and director of research at PQ Media.
PQ Media's 12th Annual Global Consumer Media Usage Forecast (2025-2029) analyzes top global markets, various media platforms, and consumer generations. The research draws on multiple data sources and builds upon previous forecasts.
Factors Contributing to the Decline
Several factors contribute to the predicted dip. Media consumption, especially in developed markets with widespread digital device access, has likely plateaued. Odd-numbered years typically see lower media consumption compared to even-numbered years due to the absence of major events like sports competitions and elections.
“Marketers must recognize that while traditional media usage is declining, these channels still offer a larger audience composition than some currently favored digital channels like influencer and content marketing,” Kivijarv notes.
In 2024, average daily media consumption reached 8.17 hours, up from 7.36 hours in 2019. However, ad-supported media consumption decreased from 55.5% in 2019 to 52.7% in 2024.
Digital media's global share rose significantly to 39.7% in 2024, up from 37.3% in 2023. The report indicates digital media accounts for over half of all media consumption in 11 of the top 20 markets.
Consumer Media Channels
Television remains the most-used channel, accounting for 28.07 hours per week (including live, digital, streaming, and OTT video). Film and home video experienced the fastest growth at 10.4% due to increased streaming releases. Mobile video saw the largest gains among mentioned channels, increasing by 16.7% in 2024.
Despite newer technologies, traditional formats like printed books remain popular. The impact of artificial intelligence and the metaverse has been less significant than previous technological advancements, suggesting potential consumer saturation.
“Recent Consumer Electronic Shows haven't introduced groundbreaking technologies like the smartphone, which drove substantial media consumption growth in the 2000s and early 2010s. This explains the plateau in media consumption patterns,” Kivijarv concludes.
