If 2020 was a glimpse, 2021 would be all about social media and podcasts, according to new data from a comprehensive survey of media consumption in the United States. Nearly 93% of Americans spend part of their day on social media, with YouTube and Facebook as their favorite platforms. Meanwhile, the 2021 five-hour session spent less than half the time it spent bending streaming media than when it was captured during last year’s pandemic quarantine.
This data is provided by the courtesy of the 3rd Annual Year US Media Consumption Report, Created by the consumer research platform Attest. The report is based on a nationally representative sample of 2000 working-age consumers in the United States and points to significant changes in the media environment affecting content providers, platforms, and advertisers.
Among the top-line survey results:
・ Streaming media has overtaken live: In this poll, Americans (82.8%) consume streaming media more than those who watch live broadcasts for the first time (81%). This is in line with other findings that show a significant transition to streaming platforms for both audio and video content. Nearly one in five Americans reported not watching live television in 2021. This is an increase from 14% last year.
・ Podcasts are on the rise. 55.9% of survey respondents reported listening to podcasts, up from 48.7% in 2020. This continues to rise sharply, indicating that at least some of the large financial transactions that have taken place in podcasting spaces over the past few years are likely to be rewarded by content providers. Whether it can be converted.
・ Despite the new competition, Netflix
・ I often watch YouTube, but I check Facebook regularly. Of the 92.6% of Americans who use social media, 32.5% use it for more than 3 hours a day. YouTube is my favorite platform (87% use it at least once a month, compared to nearly 82% of Facebook). However, more consumers check Facebook daily (54.1%) compared to YouTube (45.3%).
・ Check in Check out. In 2020, pandemic rage and presidential election screams increased, reporting that more than 46% of Americans were involved in the news. Today, it has dropped to just under 32% in 2021, with multiple viewers of all demographics prefer comedy, drama and crime programs to the events and talking heads of the day.
Some of these developments have been around for a long time, others represent significant deviations from long-term trends. In particular, older Americans can be as involved in social media as Gen Z and Millennials, disconnected from old news and sources, and moving from live services to streaming services for viewing.
This data is also a wake-up call to advertisers who are trying to reach consumers through new channels with poorly available inventory (such as SVOD services such as Netflix and Disney Plus) and tightly-held audience metrics. .. Traditional media placement on broadcast and live channels can lead to lower revenues in the future, but marketers are in front of media consumers who prefer to deliver content the way they want it, when they need it. You need to be creative about standing.