- The pandemic drove a dramatic improve in time US shoppers spend per day with media.
- Most of these will increase will stick in 2021; however conventional TV will lose all its 2020 features.
Final 12 months, the typical US grownup spent extra time per day with most media codecs and units, together with TV. Though adults will spend almost as a lot time with media this 12 months, their TV viewing time will drop beneath pre-pandemic ranges.
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We estimate that common day by day time spent with media elevated by virtually an hour (58 minutes) in 2020, to a brand new excessive of 13 hours, 21 minutes (13:21). Some conventional media codecs like TV and print newspapers noticed progress for the primary time in years, whereas time others fell barely.
That improve in total media time can be virtually absolutely sustained in 2021. Adults will spend 9 minutes much less with media per day this 12 months, for a mean of 13:12, and barely much less every year by means of the top of our forecast in 2023. The stickiness of elevated engagement is spectacular nonetheless, given how considerably media consumption grew in the course of the pandemic in 2020.
Digital media will account for almost all of sustained time spent will increase from 2020 and can proceed to develop in 2021. This 12 months, US adults will add a mean of 9 minutes to their day by day time spent with digital media—even after including greater than an hour (1:01) in 2020.
Will increase in digital media time spent can be modest this 12 months and thru 2023, given how a lot progress was unexpectedly pulled ahead into 2020. Common time spent with digital media will improve by 2.0% 12 months over 12 months (YoY) in 2021, a deceleration from 2020’s 14.8% surge.
However common time spent with conventional media will lower by 5.7% in 2021, a decline largely attributable to individuals spending much less time watching conventional TV. The typical US grownup will spend 18 much less minutes consuming conventional media this 12 months—16 of which is able to come from declines in TV viewing time. US adults will even spend barely much less time than final 12 months listening to radio and consuming print media this 12 months.
In the end, 2020 was an anomalous 12 months for TV. The medium picked up minutes for the primary time since 2012, as individuals spent extra time watching TV information concerning the pandemic, US elections, and social unrest.
This 12 months, nonetheless, TV will reverse its 2020 progress and fall beneath 2019 ranges. We count on that point spent watching TV will proceed to contract: The typical US grownup will spend one other quarter-hour much less with the medium in 2022, and 11 minutes much less in 2023.
Whereas the decline in TV viewing time is partly on account of shoppers watching much less linear programming amid extra on-demand streaming choices, cord-cutting can also be chopping down on the variety of TV viewers.
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This text was initially printed on eMarketer.
