If 2020 was the year of the frenzy, 2021 is about social media and podcasts, according to recently released data from a comprehensive survey of media consumption in America. Almost 93% of Americans spend part of their day on social media, with YouTube and Facebook as their favorite platforms. Meanwhile, we spent less than half the time streaming media in five-hour sessions in 2021 than when we were locked in during pandemic quarantines last year.
This data is courtesy of the Third Annual Report US Media Consumption Report, produced by the consumer research platform Attest. The report, based on a nationally representative sample of 2,000 working-age consumers in the United States, highlights big changes in the media landscape with implications for content providers, platforms and advertisers.
Among the main results:
Â· Streaming media has overtaken live: The proportion of Americans who consume streaming media (82.8%) surpassed those who watch live broadcasts (81%) for the first time in this poll. This is consistent with other results showing a massive shift to streaming platforms for audio and video content. Nearly one in five Americans say they will not watch live TV in 2021, up from 14% last year.
Â· Podcasts are on the rise. 55.9% of those polled said they had listened to podcasts, up from 48.7% in 2020. This continues a strong upward trend and indicates that at least some of the major financial transactions that have taken place in the space of podcasting over the past few years is likely to pay off. whether content providers can monetize their audiences.
Â· Despite new competition, Netflix
Â· We watch YouTube a lot, but check Facebook regularly. Of the 92.6% of Americans who interact with some social media, 32.5% of us spend three or more hours a day on it. YouTube is the preferred platform (87% use it at least once a month, compared to nearly 82% for Facebook). However, more consumers consult their Facebook daily (54.1%) compared to YouTube (45.3%).
Â· Arrival departure. In 2020, with the pandemic raging and the presidential election in full swing, more than 46% of Americans said they got involved in the news. That has now collapsed to just under 32% in 2021, with a plurality of audiences across all demographics preferring comedy, drama, and crime programs to daytime events and talking heads.
Some of these developments have been long in coming, others represent significant deviations from long-term trends. Notably, older Americans are almost as likely as Gen Z and Millennials to engage in social media, disconnect from old news and information sources, and switch from live services to social media. streaming for viewing.
This data is also a red flag for advertisers trying to reach consumers through new channels, where ad inventory is less available (such as on SVOD services like Netflix and Disney Plus) and where the metrics are audience are tightly controlled. Placement of traditional media on broadcast and live channels is likely to generate diminishing returns in the future, while marketers will need to be creative in presenting themselves to media consumers who prefer the content to be theirs. delivered as and when they want it.