Media usage across both digital and traditional channels increased 2.4% globally in 2024, for an average of 57.2 hours a week, according to recent research by PQ Media. This increase was largely due to major televised events such as the Summer Olympics. However, the momentum isn’t likely to continue, with growth expected to decline 0.3% in 2025, the first drop since 2009. 

“The decline in 2025 is an indication that the gains in digital media are no longer compensating for the declines in traditional media use. In the last 40 years we saw a plethora of new media platforms and channels that have driven media usage up substantially,” said Leo Kivijarv, executive vice president and director of research at PQ Media.

PQ Media’s 12 Annual Global Consumer Media Usage Forecast 2025–2029 covers the top global markets, 25 digital media platforms and channels, 11 traditional media platforms, 11 hybrid silos and seven generations of consumers. The research is a based on numerous data sources and builds off previous iterations of the forecast.

Highs and lows

There are several reasons behind the dip, according to the forecast. First, media consumption has likely peaked, especially in developed markets with easy access to digital devices such as the U.S. Additionally, media in odd-numbered years tends to not perform as well compared to even-numbered years. This is mainly due to events, such as major sports competitions and elections, typically taking place during even-numbered years and drawing high viewership. 

“For marketers, they need to realize that while traditional media usage is declining, these media still offer an audience composition that is larger than some digital media channels that are currently in favor, like influencer marketing and content marketing,” said Kivijarv. 

In 2024, the average consumer spent 8.17 hours a day with media, up from the 7.36 hours spent in 2019. However, not everything was up in 2024. Consumers spent 52.7% of their time on ad-supported media in 2024, down from 55.5% in 2019. 

Globally, digital media saw a significant bump in 2024, with its share rising to 39.7%, up from 37.3% in 2023. In 11 of the top 20 markets, digital media usage accounts for over half of all media consumption, according to the report.

Consumer channels

Television was the most used channel, taking up 28.07 hours a week. It’s important to note this statistic includes live, digital, streaming and OTT video. Due to the influx of movies being released directly onto streaming platforms, along with the release of several blockbuster films, the film and home video category saw the fastest growth at 10.4%. However, mobile video saw the most gains of the media channels mentioned in the report, up 16.7% in 2024. 

Newer doesn't necessarily mean better, according to the report. For example, printed books remain a popular choice for all age groups. Artificial intelligence and the metaverse also haven’t had the impact past advances have had, suggesting consumer saturation. While new technology may be exciting, it isn’t necessarily where consumers are spending their time.

“The annual Consumer Electronic Show hasn’t introduced any mind-blowing new technologies in years, like the smartphone in the 2000s-early 2010s, that will drive media consumption up substantially into the 2030s,” said Kivijarv. “That’s why media consumption patterns have peaked.”