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 the dominant entertainment format and benefited from a COVID bounce: video formats accounted for of all entertainment time with TV nearly half of this
- Despite stellar growth during lockdown, video streaming was far behind TV in 2020 with just a share of entertainment time
- Audio accounted for of entertainment time in 2020 with that activity spread relatively evenly across five formats, led by radio with share of all time
- Digital-first entertainment accounts for of all entertainment time
- Pure music formats account for of share of ear, while audio books and podcasts have share
- TV formats (i.e. sports, streaming, TV) dominate viewing time with share, led by TV on
- Across 2019 and 2020 non-streaming music consumption was down strongly with the clearest and most consistent trend of all entertainment formats
- TV streaming, music streaming and social video were the main gainers compared to 2019
- Video accounts for of combined monthly entertainment spend at with traditional pay-TV accounting for two thirds of that
- Music and games have roughly the same penetration of spenders and respectively) but games spend is times higher
- Audiobooks are by far the most effective at monetising consumption with an average dollar-per-hour value of with music the least effective at
Companies and brands mentioned in this report: Amazon Music, Audible, Facebook, Netflix, Spotify, TikTok, Xbox Live, YouTube