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PQ Media’s Forecast Turns Heads

Global consumers actually spent far less time with ad-supported media, despite overall media consumption increasing.
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Francis Scialabba

less than 3 min read

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Anyone who ever followed stay at home orders could guess that global consumers spent more time consuming all forms of media last year. A recent forecast from PQ Media doubles down on that assumption—and points out a way more interesting one.

According to the forecast, time spent consuming all forms of media per week rose 2.8% between 2019 and 2020, the fastest annual growth rate in five years. But here’s where it gets interesting...

  • Despite that increase, global consumers actually spent far less time with ad-supported media—its consumption share fell to 6.8% worldwide, a historic low for the annual forecast.

How it happened

Lower ad spend due to the economic downturn is partly to blame here—but so is subscription streaming growth. PQ Media EVP and Research Director Leo Kivijarv told Marketing Brew that…

  1. The trend is also due to increasing streaming options in the marketplace. “People are using ad-supported channels less because they want to get a bang for their buck,” Kivijarv said.
  2. The downward slope of ad-supported media and increasing interest in consumer-supported media is “definitely here to stay” and not 100% driven by the pandemic.
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Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.