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 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

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