Content comes in many forms and in overwhelming volumes today, providing consumers with a dizzying array of choices for getting entertained and staying informed. The two platforms that are currently prevailing for most audiences include TV (in all of its many forms) along with social. And social is taking precedence over TV for younger consumers (used at least once per week by 87% of those ages 18-24, as compared to 66% for TV), indicating it will rise further in the years ahead.
Social has also become an increasingly important source for news, used by 54% of consumers overall – and 80% of those ages 18-24. While different demographics are mixing and matching media according to their own preferences, their choices are resonating from the media sector to the world beyond, as the information they take in drives their perceptions – and votes.
This Report analyzes consumers’ behavior and attitudes regarding media, content and news and identifies opportunities to engage with them and deliver higher quality experiences. Following their lead and developing innovative models for monetizing content and ensuring its safety will be critical for success.
Social media and TV continues to dominate driving the rise of digital ad revenue and the need for innovative monetization strategies in the evolving media landscape.
Jason Praw, Head of Canadian Research
This Report covers American consumers’ behaviors and attitudes regarding traditional and digital content. For the purposes of this report, traditional content includes linear TV, print media, and radio; digital content includes online/streaming audio and video and interactions with social media.
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