Reports Media & Marketing

Attention Economy Media Consumption Q2 2020

Report by Mark Mulligan
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The 20,000 Foot View:  This report presents MIDiA’s            2020 media consumption data, exploring time and money spent by consumers during the quarter. As such, it presents a snapshot of consumer behaviour that reflects both the impact of longer-term shifts and the shorter-term            effect for the US, UK, Australia, Canada, France and Germany.

Key Insights

  • TV remains            dominant entertainment format and benefited            a COVID bounce: video formats            for            of all entertainment time            TV nearly half of this
  • Despite stellar            during lockdown, video streaming was            behind TV in            2020 with            a            share of entertainment time
  • Audio accounted                       of entertainment time in            2020            that activity spread relatively evenly            five formats, led by radio                       share of all time
  • Digital-first entertainment            for            of all entertainment time
  • Pure music            account for            of share of            while audio books and podcasts                       share
  • TV formats            sports, streaming, TV) dominate viewing            with            share, led by TV                      
  • Across            2019                       2020 non-streaming music consumption was            strongly with the clearest and            consistent trend of all entertainment           
  • TV streaming,            streaming and social video were            main gainers compared to            2019
  • Video accounts                       of combined monthly entertainment spend                       with traditional pay-TV accounting for            thirds of that
  • Music and            have roughly the same penetration            spenders            and            respectively) but games            is            times higher
  • Audiobooks are            far the most effective at            consumption with an average dollar-per-hour            of            with music the least            at           

Companies and brands mentioned in this report:  Amazon Music, Audible, Facebook, Netflix, Spotify, TikTok, Xbox Live, YouTube

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