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Traditional Media Loses Ground to Digital in Average User Minutes Despite Overall Decline

Media consumption has been changing drastically these past few decades spurred in no small part by the arrival of digital media. Cable cutting has become an increasingly common trend because of the fact that this is the sort of thing that could potentially end up reducing household expenses and the internet generally has plenty of content that can fill in that gap. This year has seen an overall decrease in media consumption among consumers, but in spite of the fact that this is the case the gap between digital and traditional media continues to widen.

Based on a report that was just released by Emarketer, digital media consumption has increased by 36.8% in the last five years in terms of total minutes spent watching. With all of that having been said and now out of the way, it is important to note that around 64.9% of total media consumption time among US consumers and 55.3% among Canadian consumers will go towards digital media.

Back in 2020, consumers spent around 7 hours and 54 minutes per day consuming digital media, and 5 hours and 30 minutes on traditional media. Now that we have arrived in 2022, these numbers are 8:14 and 4:58 with all things having been considered and taken into account. The gap will widen further as traditional media watch times plummet to 4 hours and 34 minutes by 2024, while digital media watch time will increase to 8 hours and 28 minutes.

TV viewership is going to decrease by 3.7% this year as people start using their smart TVs to connect to streaming apps and the like. Print and radio consumption will fall by 2.8% and 1.8% respectively. More and more content is being consumed digitally, and we might see a complete switch to digital in the coming years.

The 2030s might be an entirely different media landscape, and it is unlikely that traditional media would be able to make a comeback in such a short duration. If anything, demand for traditional media will continue to plummet until it disappears entirely over the next decade.


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