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Media consumption trends for 2022

The reach of video content (including subscription services) is growing and evolving, now exceeding traditional television.

Of course, 2020 was a key pillar year in that so many behaviors evolved. Some accelerated, some emerged and some appeared for what it seems to be just a certain time (apparently, the sale of puzzles exploded, temporarily, in 2020).

Now looking back on how media consumption evolved between 2020 and 2021, key trends are starting to be apparent.

For example, for the first time more 55-64-year-olds own a smartphone than a desktop or laptop computer. Tablet ownership also declined.

This does not mean that we are seeing a trend towards smaller screens, it seems to be a trend that points towards ownership of large screens AND small screens, with fatigue towards those medium screens like tablets and laptops.

More people than ever own a smart TV (large screen) and combined with smartphone ownership still being high at the top, changes in content consumption habits are evolving.

eMarketer released their Global Media Intelligence Report 2021 and in it, we discover that 9 out of 10 Internet users between the ages of 16 and 64 stream video-on-demand content. This is huge.

And on top of that, they are paying for that content: over 8 users out of 10 are subscribed to at least one paid service (think Netflix, Disney+, etc.).

These are very interesting numbers for broadcasters who are developing their on-demand strategies, but also for brands who are trying to find ways to pierce through the noise with relevant, highly-engaging content.

How is your brand reacting to the changing behaviours of your audiences? Email me at gravel@gotoast.ca, I would love to hear from you.