This report looks at the following areas:
- Attitudes towards mental health and social media, including how long NHS wait times are driving some to seek support on social media
- How brands can engage in mental health discussions on social media, by promoting mental health literacy
- Trends in purchases of media content
- Trends in use of media subscriptions
- Trends in media activities and use of devices
Social media negatively impacts mental health, but is also a source of support and community. Brands can help people feel more comfortable discussing their mental health by encouraging open conversations.
Nikita Shergill, Technology and Media Analyst
Market Definitions
This Report examines people’s media habits in terms of purchasing and activity over the last three months. The primary media areas of focus are video, audio and print media.
Video – includes TV shows and films delivered through DVDs, Blu-ray discs, pay-TV subscriptions like Virgin Media or Sky, and streamed video services such as Netflix and Amazon Prime Video. It also includes short-form online videos on platforms such as YouTube and Facebook.
Video games – includes PC, console and mobile games.
Music and audio – refers to CDs, digital downloads and streaming services such as Spotify or Apple Music.
Print media – refers to newspaper, magazine and book titles in either a digital or physical format.
The special focus of this Report is the impact of advertising formats.
Collapse All
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- Opportunities for the media market
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SPECIAL FOCUS – SOCIAL MEDIA AND MENTAL HEALTH
- Seeking mental health support and information on social media
- Men are more likely to search for mental health information on social media
- Graph 1: use of social media platforms to search for mental health information, by gender and age, 2025
- Long wait times for mental health support are driving people to seek help on social media
- Graph 2: attitudes towards seeking mental health support and information on social media, 2025
- There is a strong demand and for trustworthy and credible mental health advice on social media
- Majority of young people follow mental health advice from social media
- Graph 3: “I have followed mental health advice that I’ve seen on social media”, by generation, 2025
- Social media’s impact on mental health
- Social media is blamed for negative mental health outcomes, but is also a source of support
- Graph 4: social media’s impact on mental health, 2025
- Build trust among Gen Z by being a mental health advocate
- Help people feel safe to share their mental health struggles
- Graph 5: “Judgement from others stops me from sharing my own mental health experiences on social media,” by age, 2025
- Younger age groups prioritise social media platforms have a positive impact on their mental health
- Brands should align their social media strategies to focus on fostering connection
- Risks and challenges of mental health content on social media
- Social media amplifies self-diagnosis of mental health conditions
- Graph 6: risks and challenges of mental health content on social media, 2025
- Address the impact of overused mental health terms in brand campaigns
- Wellbeing brands can raise awareness and combat misleading mental health advice
- Graph 7: “I have seen mental health advice on social media that I knew was incorrect”, by age, 2025
- Help parents tackle cyberbullying
- Graph 8: “I have received negative comments on social media”, by age, 2025
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PHYSICAL MEDIA PURCHASES
- Print newspaper and magazine purchases trend upwards
- Graph 9: print media purchases in the last three months, 2018-25
- Sony discontinues Blu-ray recordable discs
- Graph 10: music and video physical purchases in the last three months, 2018-25
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MEDIA SUBSCRIPTIONS
- Streaming music services reach peak
- Graph 11: current use of music and video subscriptions, 2018-25
- TikTok is expanding its influence in the music industry
- Print subscriptions rates have stabilised
- Graph 12: current use of written media subscriptions, 2018-25
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PAID MEDIA DOWNLOADS
- Music album downloads spike upwards
- Graph 13: paid music and video downloads in the last three months, 2018-25
- Paid podcast downloads continue to rise
- Graph 14: paid media downloads in the last three months, 2018-25
- Patreon customers are growing
- Graph 15: number of Patreon customers among Snoop users, 2023-25
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FREE MEDIA ACTIVITIES
- Free radio listening hits record low
- Graph 16: free audio activities done in the last three months, 2018-25
- Nearly a third of teenagers watch freeview TV
- Graph 17: free video activities done in the last three months, 2018-25
- One third read a free online newspaper
- Graph 18: free written media activities done in the last three months, 2018-25
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DEVICES USED FOR MEDIA ACTIVITIES
- Reading online newspapers on smartphones reaches new high
- Graph 19: devices typically use for media activities, 2025
- Watching short videos on smartphones continues to rise among Gen Z
- Graph 20: devices typically used for viewing content, 2025
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APPENDIX
- Report scope and definitions
- Related Reports
- Market definition
- Abbreviations and terms
- Generations
- Consumer research questions
- Consumer research methodology
- Snoop SpendMapper methodology
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