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1、E Y E B ROW T E XT H E R E 20 2 1A medium title that can span over multiple E D I A A N D C O N T E N T W H I T E PA P E RGlobal media outlook report LO BA L M E D I A O U T LO O K R E P O RT 20 2 2Inside04030408575140342060Background The impact of COVID-19 on news consumption within US and GB Globa
2、l media landscape-past and future outlook Watch Social ListenRead Key take-outs Our data 4051Media and Content White Paper02Digital,as we know it today,now sits at the heart of enabling contactless experiences.The risks and restrictions associated with in-person interactions,largely as a result of t
3、he pandemic,have meant we continue to see day-to-day consumer routines dramatically impacted-from work to shopping,to entertainment and socialising,to engagement with different types of media.Globally,as some traditional media were hit by lockdown restrictions and changing work routines,many pre-pan
4、demic digital media trends accelerated.We have witnessed a significant increase in the use of on demand TV streaming services such as Netflix and Amazon Prime,as well as the younger generations driving a rise in the popularity of podcasts.On the other hand,as routines have been disrupted by the pand
5、emic,a proportion of radio listeners who traditionally listened out of home(in the car,at work,or when travelling)have reduced their listening behaviour.This report takes deep dives into the Watch,Listen,Read and Social channels of media consumption.Within the report,we unveil past and present consu
6、mption levels for the most relevant media across different demographics,with a particular focus on the US and Great Britain.As consumer media consumption patterns continue to evolve and adapt to the pandemic-caused disruption across different regions,YouGov data sheds light on media growth opportuni
7、ties for media planners and brand marketers alike,whilst also revealing which digital trends are likely to stick around in the future,and which global markets and demographics are encouraging this stickiness.The study combines YouGov deep dive custom research across living data from multiple product
8、s,including YouGov Custom Research,in 17 international markets and YouGov syndicated Profiles data with specific focus on the US and GB.BackgroundMedia and Content White Paper03Is the strong foothold of TV news weakening?Before we explore media consumption patterns across the regions,this first sect
9、ion explores how news consumption has changed over the last three years within the US and GB.Over the past couple of years,an unparalleled level of news has been delivered across the world,centred around the COVID-19 health crisis as it unfolds.The pandemic has both disrupted and transformed how new
10、s is gathered and digested.News consumption across the world experienced an increase at the start of the pandemic,but for some consumers,it eventually led to news fatigue.In the US,the proportion of adults consuming news increased marginally from 93%in 2019 to 94%in 2020 fuelled by both the pandemic
11、 and the presidential election,and then dropped back to pre-pandemic levels in 2021.Whilst overall news consumption penetrations have remained steadily high over the last three years,traditional media sources(TV,radio,and print)have experienced consistent decline,suggesting a gradual shift to digita
12、l news sources.Television in the US,for instance,has maintained its stronghold as the main source of news for Americans over the last three years,the pandemic helped slow a downward trend,with TV news penetrations in the US falling slightly in 2020,and then dropping more significantly in 2021.Most d
13、igital news sources increased penetration between 2019 and 2020,and then dropped to pre-pandemic levels in 2021,except for podcasts which have continued to grow in popularity.In 2021,social networks and newspaper websites(in second and third place)are almost at equal levels with a third of Americans
14、 using them for their source of news.M E D I A C O N SU M P T I O NMedia and Content White Paper04Q:Which,if any,of the following sources do you use to access news?201920202021Sources used to access news(US)A magazine app on a mobile or tablet deviceBlogs not associated with major media organisation
15、sA printed copy of a magazineAn online magazineEmail newsletters or RSS feedsPodcastsA printed copy of a newspaperNews app on a mobile or tablet deviceNews website not associated with a newspaperNewspapers websiteSocial networks TelevisionAny news sourceRadio100%80%40%20%0%60%Media and Content White
16、 Paper05The pandemic effect on news consumptionTrends in news consumption in Great Britain are similar to those seen in the US.In terms of individual media types,whilst TV remains the dominant news source,traditional media registered the largest downturn in news consumption in GB between 2019 and 20
17、20(particularly radio,and printed newspapers and magazines).This decline slowed in 2021,suggesting the pandemic may have stabilized a downward trend for traditional news sources.Sources used to access news(GB)Q:Which,if any,of the following sources do you use to access news?Please select all that ap
18、ply.201920202021A magazine app on a mobile or tablet deviceBlogs not associated with major media organisationsA printed copy of a newspaperA printed copy of a magazineAn online magazineEmail newsletters or RSS feedsPodcastsNews app on a mobile or tablet deviceNews website not associated with a newsp
19、aperNewspapers websiteSocial networks TelevisionAny news sourceRadio100%80%40%20%0%60%Media and Content White Paper06Social media is Gen Zs top news sourceInterestingly,there are clear demographic differences for the top news sources used in 2021.In the US,television is significantly more popular am
20、ong adults aged 45+along with radio and news websites,whereas for the Gen Z cohort(those aged 18-24)and younger millennials aged 25-34,social media is the top news source ahead of TV.This trend is mirrored in GB where social media news penetration reached 41%among those aged 18-24,followed by TV(33%
21、).Top 5 sources of news by age(US)Q:Which,if any,of the following sources do you use to access news?Please select all that apply.TelevisionSocial network websitesA news website not associated with a newspaperRadio100%80%40%20%0%60%100%80%40%20%0%60%A newspapers website Global total18-2425-3435-4445-
22、5455+Media and Content White Paper07Global media landscape-past and future outlookM E D I A C O N SU M P T I O NTo gain a deeper understanding of how consumption of media has changed globally in the last 12 months,and to identify which media behaviours consumers are planning to stick with in the fut
23、ure,YouGov surveyed adults in 17 international markets on which media activities they had done more of,less of,or if they had retained the same media consumption behaviour in the last 12 months,and how they feel their media consumption may change in the next 12 months.Media and Content White Paper08
24、Visiting websites or appsWatching live TV(watching programs at the time that they are actually broadcast i.e.,not streaming)Interacting with social mediaListening to the radioReading a newspaper or magazine in print or onlineWatching non-live TV(catch up/video-on-demand)Streaming video(e.g.,Netflix,
25、Amazon Prime,Disney+,etc)Streaming music(e.g.,Spotify,Pandora,Amazon music,etc)Listening to podcastsMedia types consumed in last 12 months/plan to consume in next 12 months(Global)Last 12 monthsNext 12 monthsQ:In the last 12 months,have you done more,less,or about the same of the following?Q:In the
26、next 12 months,do you think you are likely to do more,less,or about the same of the following?20%40%60%80%100%0%Annual media consumption penetrations remain highThe results reveal that websites or apps are the dominant media choice.More than nine in ten(95%)of all adults globally claimed to have vis
27、ited websites/apps in the last year,and a similar proportion intend to use websites/apps in the next 12 months.Watching live TV(e.g.,watching programs at the time that they are broadcast)is ahead of video streaming,with annual penetration levels on a par with those who interacted with social media.W
28、hereas watching non-live TV(catch-up or video on demand)is slightly ahead of using video streaming services such as Netflix and Amazon Prime,but behind listening to the radio.More than four in five listened to the radio globally,whereas three quarters streamed music.Whilst annual podcast consumption
29、 has not quite reached the penetration levels of other media counterparts,an impressive three in five global consumers claimed to have listened to podcasts in the last year or intend to do so in the next 12 months.Looking ahead,podcasts are the only media type registering a higher projected annual c
30、onsumption in the next 12 months,compared to the previous year.Media and Content White Paper09Net lessAbout the sameNet more20%-20%-40%40%60%80%100%0%In the last 12 months,a higher proportion of all global consumers claimed to have increased their consumption of websites/apps,social media,and stream
31、ing video services than more traditional media such as TV or radio.The media type showing the highest growth was online consumption of websites/apps,with 42%of global consumers claiming to have increased consumption in the last 12 months.On the other hand,a higher proportion of global consumers clai
32、med to have decreased their consumption of traditional media in the last 12 months with 19%consuming less radio,18%reading fewer newspapers or magazines,and a similar proportion watching less live TV.The pandemic fuelled a surge in media consumption over the last 12 months,and in the coming 12 month
33、s,our data suggests a levelling out in consumption.The proportion of global adults expecting to increase consumption is slowing,whereas the proportion of adults likely to consume about the same of each media type is increasing.Despite this levelling out,consumers expect to spend more time with digit
34、al media than any other type of traditional media.Among these projected increases in digital media sources are websites and apps(29%of global consumers are likely to increase their consumption)followed by streaming video(27%)and social media(24%).Digital media consumption is outpacing traditional me
35、diaMedia activities have done more,less or the same in last 12 months(Global)Reading a newspaper or magazine in print or onlineVisiting websites or appsWatching live TV(watching programs at the time that they are actually broadcast i.e.,not streaming)Interacting with social mediaListening to the rad
36、ioWatching non-live TV(catch up/video-on-demand)Streaming video(e.g.,Netflix,Amazon Prime,Disney+,etc)Streaming music(e.g.,Spotify,Pandora,Amazon music,etc)Listening to podcastsMedia and Content White Paper10Net lessAbout the sameNet more20%-20%-40%40%60%80%100%0%Expected media consumption in next 1
37、2 months(Global)Q:In the last 12 months,have you done more,less,or about the same of the following?Q:In the next 12 months,do you think you are likely to do more,less,or about the same of the following?Reading a newspaper or magazine in print or onlineVisiting websites or appsWatching live TV(watchi
38、ng programs at the time that they are actually broadcast i.e.,not streaming)Interacting with social mediaListening to the radioStreaming video(e.g.,Netflix,Amazon Prime,Disney+,etc)Listening to podcastsStreaming music(e.g.,Spotify,Pandora,Amazon music,etc)Watching non-live TV(catch up/video-on-deman
39、d)Media and Content White Paper11Undoubtedly,the pandemic has contributed to the accelerated growth in the amount of video streaming in the last 12 months as millions of people went online for their entertainment whilst lockdown restrictions swept the world.Across the 17 international markets survey
40、ed,two in five adults claimed to have used more video streaming services in the last 12 months,and just under a third(27%)intend to use more in the next 12 months,with 42%expecting their video streaming behaviours to remain the same.1Online streaming experienced the highest growth in watched content
41、Key changes in global media consumption3Music streaming is driving audio consumption Looking at consumption of audio media,the pandemic has clearly fuelled a global growth in streaming music in the last year.Furthermore,in the next 12 months,the proportion of global consumers likely to increase thei
42、r music streaming overtakes live TV in terms of anticipated growth in consumption.On the other hand,the proportion of global consumers registering an increase in their radio listening last year,and a likely increase in the next 12 months,is slightly lower than other types of traditional media.With d
43、aily routines disrupted due to lockdowns and an increase in working from home,radio listening has declined.Consequently,radio registered the highest proportion of global consumers claiming to have decreased their radio listening in the last 12 months,and plan to listen to less in the next 12 months.
44、Turning to podcasts,we have already seen that annual penetrations are lower than other media types across the 17 international markets surveyed.In other words,a higher proportion of the global population did not consume podcasts last year,and do not intend to do so in the next 12 months compared to
45、other media types.Consequently,the proportion of all global consumers likely to increase their consumption of podcasts is also lower.However,in the next section we explore the outlook of consumption among those already actively involved in each media type,and this presents a new set of insights and
46、opportunities for podcasts.2Will the appeal of social media continue?In the wake of the pandemic,social media channels became one of the primary ways of interacting and connecting with family and friends.A third of global adults reported an increase in their use of social media in the last 12 months
47、,and a further 40%interacted with social media at the same level.This behaviour is set to continue for the next 12 months,with almost half(47%)expecting to maintain the same level of interaction with social media,and almost a quarter(24%)planning to increase their use of social media in the next 12
48、months,the third highest uptick in future media behaviour.Driven by the need to keep abreast with news updates,at the start of the pandemic,21%of global consumers claimed to have increased their readership levels of newspapers/magazines either online,or offline,in the last 12 months(likely driven by
49、 digital properties).However,18%registered a decrease in their consumption in the last year(likely driven by print properties),and this is the second highest proportion of global consumers(behind radio)claiming to have consumed less in the last 12 months comparedto other media.Future reading behavio
50、ur is aligned with the past,with the almost the same proportions either planning to consume more,or less in the next 12 months as they had stated in the past.However,whilst online or offline newspapers or magazines are not experiencing the uplifts in media consumption compared to some of their digit
51、al media counterparts,an increasing proportion of global adultsplan to retain the same reading behaviour in the next 12 months,suggesting some stability in global consumption for online or offline newspapers or magazines inthe coming 12 months.Under our Watch,Listen,Read and Social sections we will
52、explore all these media behaviours in more detail,revealing the key demographic groups driving these trends and how consumption differs by country.4More reading but at a lower rate than other media typesMedia and Content White Paper12Media stickinessand growthdriversOur global data has already highl
53、ighted the media types where consumption has increased or decreased in the last 12 months,and which areas consumers might change their behaviours in the next 12 months.However,we can dig deeper by exploring the relationship between past and future behaviours across the 17 international markets surve
54、yed.For example,among those who maintained or increased their consumption of podcasts in the last 12 months,what proportion are likely to stick around in 2022?Likewise,among those who maintained or increased their viewing of live TV in the last 12 months,what proportion are likely to increase their
55、consumption in the next 12 months?YouGov has created a series of consumer metrics to help profile and quantify where growth will come from,and which media types are likely to stick in the next 12 months:M E D I A C O N SU M P T I O NWhen exploring the future of media consumption patterns and behavio
56、urs,marketers and advertisers are wondering which of these pandemic-driven trends will stick and which channels will show growth in 2022.Stickiness:Those who claim to have maintained or increased their consumption of each media type in the last 12 months,and are likely to maintain or consume more in
57、 the next 12 months Growth Drivers:Those who claim to have maintained or increased their consumption of each media type in the last 12 months and are likely to do more in the next 12 months.Media and Content White Paper13Our stickiness measure is a gauge of future intent,and whether consumers are li
58、kely to continue with their media consumption behavior of each media type.As new routines have become established amid the ongoing pandemic,our data suggests that a high proportion of global consumers are unlikely to change their media behavior dramatically in the next 12 months.Across the 17 countr
59、ies surveyed,more than eight in ten adults globally registered a strong stickiness score with each media type they had previously consumed in the last 12 months.Visiting websites or apps registered the highest score,with 92%of global consumers say they will continue this behaviour over the next year
60、.However,as we have touched on previously,not all media are consumed in the same way.Radio is a media of habit,and listening often revolves around routines,for example,listening to the radio in the car on the way to work.The pandemic disrupted many work and lifestyle routines in 2020,which has in tu
61、rn impacted media consumption.Whilst radio registered the highest proportion of consumers globally who claimed to reduce their consumption last year,those who stuck with radio consumption appear they will remain loyal in 2022,with 91%intending to stick with radio in the next 12 months.A large majori
62、ty of global consumers who claimed to have maintained or increased their use of video streaming services(71%)or watching live TV(69%)and non-live TV(68%),show a strong propensity to stick with their level of viewing in the next 12 months(86%,88%and 89%respectively).Which media will stick in 2022?Med
63、ia and Content White Paper14Media activity increased or maintained in last 12 months(Global)STICKINESS-Media activity increased or maintained in last 12 months and plan to do more/same in next 12 months(Global)Q:In the last 12 months,have you done more,less,or about the same of the following?Q:In th
64、e next 12 months,do you think you are likely to do more,less,or about the same of the following?%Plan to stickVisiting websites or appsInteracting with social mediaStreaming video Watching live TV Watching non-live TV Reading a newspaper/magazine in print/onlineListening to the radioStreaming musicL
65、istening to podcasts20%40%60%80%100%0%Visiting websites or appsListening to the radioStreaming video Reading a newspaper/magazine in print/onlineStreaming musicInteracting with social mediaWatching live TV Watching non-live TV Listening to podcasts20%40%60%80%100%0%Media and Content White Paper15So,
66、we have explored the likelihood of consumers of each media type to stick with their media choices,but what proportion are likely to increase their level of consumption?Using our Growth Driver metric,defined as Those who claim to have maintained or increased their consumption of each media type in th
67、e last 12 months and are likely to do more in the next 12 months,we can see that all digital media types display the largest potential growth.More than a third(36%)of those who either maintained or increased their video streaming activity in the last 12 months are likely to increasetheir use of vide
68、o streaming services in the next 12 months.Streaming music followed,with 32%who streamed more or the same amount of music in the last year are likely to increase their streaming activity in the next 12 months.Social media and websites/apps were in joint third position with a growth driver score of 3
69、1%.More traditional media forms(radio,newspapers or magazines and TV)are experiencing lower projected consumption growth among those who claimed to have consumed more,or the same amount of each media in the last 12 months.Interestingly,podcasts appear to be finding its niche in the media mix with a
70、growth driver score of 30%sitting comfortably with streaming music,social media and websites or apps.Growth Drivers Which media activities are most likely to increase in 2022?Media and Content White Paper16Media activity increased or maintained in last 12 months(Global)GROWTH DRIVERS-Media activity
71、increased or maintained in last 12 months and plan to do MORE in next 12 months(Global)Q:In the last 12 months,have you done more,less,or about the same of the following?Q:In the next 12 months,do you think you are likely to do more,less,or about the same of the following?%Plan to do more ofVisiting
72、 websites or appsInteracting with social mediaStreaming video Watching live TV Watching non-live TV Reading a newspaper/magazine in print/onlineListening to the radioStreaming musicListening to podcasts20%40%60%80%100%0%Visiting websites or appsListening to the radioStreaming video Reading a newspap
73、er/magazine in print/onlineStreaming musicInteracting with social mediaWatching live TV Watching non-live TV Listening to podcasts20%40%60%80%100%0%Media and Content White Paper17Engaged consumers and growth driversWhen we explore the relationship between those who claimed to have consumed each type
74、 of media more,or about the same amount in the last 12 months(engaged consumers)and those who are likely to increase their consumption of each,a clear visual pattern emerges between traditional and digital media.The scatter plot below shows the proportion of global consumers who have maintained or i
75、ncreased their consumption of each media type on the X-axis,and the Growth Driver score on the Y-axis.The linear trend line represents the relationship between the two variables and presents us with three main conclusions.Q:In the last 12 months,have you done more,less,or about the same of the follo
76、wing?Q:In the next 12 months,do you think you are likely to do more,less,or about the same of the following?20%20%30%22%32%26%36%24%34%28%38%40%50%80%30%60%90%40%70%100%Listening to podcastsWatch non-live TVWatch Live TVRead newspaper/magazine on or offlineListening to radioStreaming musicStreaming
77、videoInteracting with social mediaVisiting websites/appsAll media types above the trend line represent those with the greatest opportunity for growth.As it its,digital media categories such as streamed music and video,podcasts,and social media all appear above the trend line,in other words,indicatin
78、g that their propensity for growth is higher than expected based on the proportion of those who have consumed each media type more,or about the same amount in the last 12 months.13All the traditional and more established media types are plotted below the trend line and are highly clustered.This indi
79、cates that consumption growth rates are lower than expected based on the proportion of those who claim to have consumed each media type more,or about the same in the last 12 months.2The media types above the trend line are well-spaced,indicating that whilst relative growth potential is high across t
80、he board,levels of those consuming more,or about the same in the last 12 months vary considerably.Growth Drivers:Media activities maintained or increased in last 12 months and plan to do MORE in next 12 monthsMedia activity increased or maintained in last 12 monthsThe relationship between past media
81、 activity and future growth(Global)Media and Content White Paper18M E D I A B E H AV I O U RSMedia behaviours of Watch,Listen,Read and Social and Content White Paper19Watch The advent of online streaming services(online providers of content and entertainment)in the mid-2000s irrevocably changed the
82、game for TV content.Increased time spent at home amid COVID-19 restrictions has further amplified this trend,boosting the popularity of on demand TV and streaming services such as Netflix,Disney+and Amazon Prime.TV has moved from an era where broadcasting networks controlled what,when,and how TV con
83、tent was viewed,to an era where the consumer is in full control of their TV content choices.In this section,we explore live and non-live TV,and video streaming trends over the last few years with a particular focus on the US and Great Britain.We will also review which TV viewing behaviours are likel
84、y to increase globally in terms of consumption,and how these vary by age and country.The next section of the report explores media behaviours of Watch,Listen,Read and Social in more detail,highlighting trends in consumption,and profiling viewers,listeners,readers,and social media users in the US and
85、 GB.We will also profile global consumers who intend to increase their consumption of each media type and highlight the countries offering the greatest opportunity for future media growth.Media and Content White Paper20Live TV viewing last week(US)20021Q:In a typical week,approximately,ho
86、w many hours would you spend watching live TV(on any device)?By Live TV,we mean watching programs at the time they are actually broadcast(i.e.,Not on catch up or on demand)-Any weekly viewers20%40%60%80%100%0%Live TV penetration remains high particularly among the over 55sIn the US,despite a drop in
87、 the weekly viewing of live TV between 2018(90%)and 2019(81%),consumption of live TV in the last week has remained relatively stable between 2019 and 2021.The increase in the amount of time spent at home due to the pandemic may have contributed to stabilizing this media behaviour.Media and Content W
88、hite Paper21Over the course of 2021,data from YouGov Profiles reveals that live TV consumers tends to skew towards older generations with 88%of US adults aged 55+claiming to watch live TV in the previous week.On the other hand,less than seven in ten(67%)viewers aged 18-24 reported having viewed live
89、 TV in the last week,reflecting a relatively lower,but still significant audience size.Live TV viewing last week by age(US)Q:In a typical week,approximately,how many hours would you spend watching live TV(on any device)?By Live TV,we mean watching programs at the time they are actually broadcast(i.e
90、.,Not on catch up or on demand)-Any weekly viewersYouGov Profiles data in the US revealed that weekly use of on demand,catch-up,or recorded TV services gathered further momentum in 2021,with weekly penetrations up from 70%in 2020 to 78%in 2021.Similarly,weekly viewing of streamed video content also
91、increased steadily from 63%in 2020 to 66%in 2021.On demand TV viewing and video streaming continues to growOn demand TV viewing and video streaming last week(US)On demand,catch-up or recorded TVStreamed video at home100%80%40%20%0%60%1008040200%60%20021Q:In a typical week,approximately,ho
92、w many hours would you spend watching catch up,on demand,or recorded TV(on any device)?Q:Approximately,how much time,did you spend watching streamed video in the last week inside your home for personal reasons?All weekly streamed video viewersUS Total18-2425-3435-4445-5455+100%80%40%20%0%60%100%80%4
93、0%20%0%60%Media and Content White Paper22The young take charge of“what”and“when”they watchM E D I A C O N SU M P T I O NIn terms of age,younger generations are increasingly turning to on demand,catch-up,or recorded TV services to view their content and entertainment,with the over 55s following at a
94、slower rate.Notably,US adults aged 45-54 have similar on demand TV penetrations to those aged 18-24 perhaps reflecting a growing consumer need among virtually all generations aged under 55 to keep up with and adapt to the digital media trends.This data also highlights a clear digital divide between
95、the under 55s and those aged 55+.Media and Content White Paper23On demand TV viewing and video streaming last week(US)US Total25-3435-4445-5455+18-24On demand,catch-up or recorded TVStreamed video at homeQ:In a typical week,approximately,how many hours would you spend watching catch up,on demand,or
96、recorded TV(on any device)?Q:Approximately,how much time,did you spend watching streamed video in the last week inside your home for personal reasons?All weekly streamed video viewers20%40%60%80%100%0%Media and Content White Paper24We have already seen a consistent increase in the proportion of US c
97、onsumers streaming TV content between 2018 and 2021.In terms of the specific streaming players used toaccess streamed TV content,Roku is the primary device used in the US in 2021 with the proportion of US adults claiming to use the service yesterday,rising from 15%in 2018 to 23%in 2021(ahead of Amaz
98、on Fire and Apple TV).Hulu and Amazon Prime increase their audience sizes in the USStreaming players used to watch TV yesterday(US)20021Roku 1 5%18%2 2%2 3%Amazon Fire 13%1 5%1 5%16%Apple TV 6%8%8%9%Chromecast6%7%6%7%Sling TV 3%4%3%4%Q:Devices used to watch TV yesterday?Turning to on dema
99、nd TV services used yesterday in the US,channels such as Netflix,Hulu,and Amazon Prime have all increased consumption since 2018.Netflix is the clear market leader in terms of penetration,but Hulu and Amazon Prime register the greatest four-year growth.On demand TV services used yesterday(US Top 4)N
100、etflixHuluYouTube/VevoAmazon Prime Video200210%0%5%5%10%10%15%15%20%20%35%35%25%25%40%40%30%30%45%45%50%50%Q:Devices used to watch TV yesterday?Streaming Players used to watch TV yesterday(US)Media and Content White Paper25Strong growth for on demand TV servicesLooking at Great Britain,Yo
101、uGov Profiles data reveals that whilst weekly video streaming increased slightly between 2018 and 2019,penetrations have remained stable at 85%for the last three years.Weekly penetrations of on demand,catch-up or recorded TV services in GB have increased dramatically and consistently,from 45%in 2018
102、,to 71%in 2021.On-demand and catch up TV services used weekly(GB)20021Q:Which,if any,of the following catch up or on demand services do you use on a regular basis(on any device)?By regular,we mean,at least once a week Any weekly users Q:Approximately,how much time,did you spend watching s
103、treamed video in the last week inside your home for personal reasons?All weekly streamed video usersOn demand,catch-up or recorded TVStreamed video at home100%100%80%80%40%40%20%20%0%0%60%60%Media and Content White Paper26Largely driven by the pandemic and the increased amount of time spent at home,
104、the consistent growth of on demand TV services in GB over the last four years has primarily been fuelled by Netflix,with weekly penetrations more than doubling from 21%in 2018,to 48%in 2021,and Amazon Prime increasing threefold from 9%to 31%.On demand TV services used weekly(GB Top 6)2002
105、10%0%5%5%10%10%15%15%20%20%35%35%25%25%40%40%30%30%45%45%50%50%NetflixBBC iPlayerYouTubeITV Hub(formerly ITV Player)All 4(formerly 4OD)Amazon Prime VideoQ:Which,if any,of the following catch up or on demand services do you use on a regular basis(on any device)?By regular,we mean,at least once a week
106、 Any weekly usersMedia and Content White Paper27Live TV penetrations remain high and stable in GBDespite the growing use of on demand and streaming services that enable consumers to control what,when,and how they view TV and entertainment content,live TV still maintains a high weekly penetration.As
107、we have already seen,almost four in five consumers in the US currently watch live TV on a weekly basis,and YouGov Profiles data presents a slightly stronger story in Great Britain,with weekly reach remaining consistently high since 2019,viewed by almost nine in ten Brits over the last four years.Wat
108、ched live TV on any device weekly(GB)20021Q:In a typical week,approximately,how many hours would you spend watching Live TV on any device?(By Live TV,we mean watching programs at the same time they are actually broadcast,i.e.Not on catch up or on demand)Any weekly viewers50%75%25%0%100%50
109、%75%25%0%100%Media and Content White Paper28TV advertising maintains its stronghold in grabbing attentionTurning our attention to advertising in GB,YouGov Profiles data reveals that whilst online advertising is most likely to grab the attention of 44%of Brits,TV adverts are in close second position
110、with 43%penetration.However,among those aged 55+,TV is the advertising medium most likely to grab attention(50%),followed by online and printed newspapers(both 31%),reiterating the role that TV still plays in the media mix,and,particularly among older audiences.Streaming wars set to further drive co
111、nsumption among young viewersWe have already looked at TV consumption trends over the last few years in the US and GB,and which TV types are likely to increase globally in terms of consumption in the next 12 months.But which age groups and countries are driving this potential global growth in TV vie
112、wing?Across the 17 international markets surveyed,YouGov data reveals that 20%of global consumers intend to increase theirconsumption of both live TV,and non-live TV in the next 12 months,increasing to 24%and 26%respectively among adults aged 18-24.Those aged over 55 are least likely to increase the
113、 amount of TV they watch since their viewing behaviour is already well established compared to those in other age categories.Intent to watch more live TV,non-live TV and streamed video in next 12 months(Global)Watching live TV(watching programs at the same time they are broadcasted)Watching non-live
114、 TV(catch up/video-on-demand)Streaming video(e.g.,Netflix,Amazon Prime,Disney+,etc)0%5%10%15%20%35%25%40%30%45%50%0%5%10%15%20%35%25%40%30%45%50%Global total18-2435-4445-5455+25-34Q:In the next 12 months,do you think you are likely to do more,less,or about the same of the following?Media and Content
115、 White Paper29Turning to video streaming services,a higher proportion of global consumers plan to increase their consumption of streamed video next year across all age groups compared to live TV,and non-live TV.Notably,consumers aged 18-44 are twice as likely to increase their consumption of streame
116、d video than those aged 55+.Whilst the pandemic has clearly fuelled penetrations of video streaming services such as Netflix and Disney+,all these services are continually investing in improving production quality and content libraries to enhance the viewing experience for consumers and these attrib
117、utes are most likely to encourage engagement among younger media consumers.Looking at the data by emerging markets,factors such as growing smartphone penetrations,improved internet connectivity and the entry of big players with curated content offerings,seem to be encouraging viewers to stream more
118、video content.The countries with the highest proportion of viewers planning to increase their use of video streaming services in the next 12 months include India,UAE,Mexico,and Indonesia.In addition,live TV and on demand TV still have a strong grip on viewers in these markets with more consumers int
119、ending to increase their consumption of all TV options in these markets.Media and Content White Paper30Intend to watch more live TV,non-live TV and streamed video in next 12 months(Global)Watching live TV(watching programs at the same time they are broadcasted)Watching non-live TV(catch up/video-on-
120、demand)Streaming video(e.g.,Netflix,Amazon Prime,Disney+,etc)In the next 12 months,do you think you are likely to do more,less,or about the same of the following?0%0%10%10%20%20%30%30%40%40%50%50%60%60%Global totalGBGermanyFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHon
121、g KongSingaporeMedia and Content White Paper31Will consumerscontinue to pay for video on demand subscriptions?M E D I A C O N SU M P T I O NIn 2020,stay-at-home restrictions provided a strong boost to video on demand(VOD)services such as Amazon Prime,Disney+and Netflix.YouGov data shows that across
122、the 17 international markets surveyed,consumers display relatively more stickiness to VOD than other types of paid-for content services.Over a third of all global consumers(36%)currently subscribe to and intend to stick with paying for VOD services in the coming year.Additionally,15%do not currently
123、 pay for VOD services may consider signing up next year,representing a clear opportunity for subscription growth.Media and Content White Paper32Q:Which of the following best describes your subscription(s)to following types of paid-for VOD services?Paid for video on demand-GlobalREJECTERS Do not pay
124、for and unlikely to subscribe next year 38%POTENTIALS Do not pay for,but may consider subscribing next year 15%CONTINUERS Currently pay for and likely to continue next year 36%CANCELERS Currently pay for,but likely to cancel next year 11%Relationship with VOD by countryQ:Which of the following best
125、describes your subscription(s)to following types of paid-for VOD services?Global totalGBGermanyFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHong KongSingapore0%60%70%80%90%20%10%30%40%50%100%0%60%70%80%90%20%10%30%40%50%100%Looking at consumers of VOD subscriptions in th
126、e next 12 months by country,on balance,consumers in Western European markets are more likely to pay compared to those in Asian markets.Among the 17 markets surveyed,Spain and Great Britain have the highest demand for VOD,with almost half(49%)of Spaniards,and 46%of Brits currently payingfor,and likel
127、y to continue subscriptions next year.Other markets where consumers are more likely to stickwith their VOD subscriptions include Italy(43%),India(42%),and Sweden(40%).38%15%11%36%REJECTERS Do not pay for and unlikely to subscribe next yearCANCELERS Currently pay for,but likely to cancel next yearPOT
128、ENTIALS Do not pay for,but may consider subscribing next year CONTINUERS Currently pay for and likely to continue next yearMedia and Content White Paper33SocialSocial media is going from strength to strengthYouGov US Profiles data reveals that monthly penetration of social media has remained stable
129、in the last three years,with 85%of US adults accessing a social network via any platform at least once in the last month in 2021.Use of social media networks last month(US)201920202021Q:Which,if any,of the following social networks have you used in the last month?Please think about any occasion that
130、 you either have visited the website directly,used a mobile application,or shared something through the network via another device Any social media monthly usersSocial media platforms have transformed marketing and advertising across the globe and are continuing to grow and evolve.Across the 17 inte
131、rnational markets surveyed,87%claimed to have interacted with social media in the last 12 months.Throughout the pandemic,the importance of social media increased and not only became an essential communications platform to help consumers to stay in touch with friends and family,but it also enabled co
132、nsumers to access and share important heath updates regarding COVID-19.This section highlights social media trends within the US and Great Britain and identifies which age groups and markets register the greatest potential growth for social media.20%40%60%80%100%0%Media and Content White Paper34Soci
133、al media engagement in the USand Great BritainUse of social media networks last month(US)0%0%20%20%40%40%60%60%80%80%100%100%20202021Q:Which,if any,of the following social networks have you used in the last month?Please think about any occasion that you either have visited the website directly,used
134、a mobile application,or shared something through the network via another device Any social media monthly usersFacebookInstagramPinterestRedditTwitterYouTubeTumblrTikTokSnapchatLinkedInWhilst overall penetration of social media has remained steady in the US,there has been some movement in terms of wh
135、ich specific social networks people tend to use.In the last two years Facebook monthly penetration in the US fell from 70%in 2020 to 65%in 2021.On the other hand,YouTube increased monthly reach from 18%to 30%year-on-year,and TikTok penetration grew three-fold from 4%to 13%.Media and Content White Pa
136、per35Similar to the US,Facebook registered a year-on-year decline in GB,with monthly penetration falling from 72%in 2020 to 70%in 2021.As consumers have been confined to their homes during the pandemic,YouTube registered the most significant gain,with monthly penetration increasingthree-fold,from 9%
137、in 2020,to 39%in 2021.Notably,TikTok also increased monthly reach from 4%to 13%year-on-year.20202021Use of social media networks last month(GB)Q:Which,if any,of the following social networks have you used in the last month?Please think about any occasion that you either have visited the website dire
138、ctly,used a mobile application,or shared something through the network via another device Any social media monthly users0%20%40%60%80%100%0%20%40%60%80%100%FacebookInstagramPinterestRedditTwitterYouTubeTumblrTikTokSnapchatLinkedInQ:Which,if any,of the following social networks have you used in the l
139、ast month?Please think about any occasion that you either have visited the website directly,used a mobile application,or shared something through the network via another device Any social media monthly usersUse of social media networks last month(GB)200%40%60%80%100%0%YouGov GB Profiles d
140、ata reveals that monthlysocial media penetrations over the last threeyears are almost identical to the US.Media and Content White Paper36YouTubes social media penetration fuelled by Gen ZLooking at monthly consumption of social media networksin 2021 by age,the Gen Z cohort is driving growth forvideo
141、-content platforms YouTube and TikTok in GB.In fact,among the Gen Z cohort,YouTube monthly reach exploded from 12%in 2020,to 65%in 2021,closing the gap significantly on Instagram that dropped marginally from 74%in 2020,to 72%in 2021 among 1824-year-olds.TikTok year-on-year monthly penetration also g
142、rew from 27%to 42%among adults aged 18-24.Q:Which,if any,of the following social networks have you used in the last month?Please think about any occasion that you either have visited the website directly,used a mobile application,or shared something through the network via another device Any social
143、media monthly usersUSE OF SOCIAL MEDIA NETWORKS LAST MONTH BY AGE(GB)Total GB18-2425-3435-4445-5455+Any social network86%92%93%91%88%78%Facebook 70%64%73%74%72%69%Instagram 40%72%63%50%36%18%YouTube 39%65%53%46%37%25%Twitter 30%49%37%35%34%17%LinkedIn 17%20%25%21%20%10%Snapchat 16%61%28%15%8%2%TikTo
144、k 14%42%23%15%10%3%Pinterest 13%19%16%13%13%10%Reddit 9%26%19%9%4%1%Tumblr 2%7%3%1%1%1%USE OF SOCIAL MEDIA NETWORKS LAST MONTH BY AGE(GB)Media and Content White Paper37Plans to interact with social media more in next 12 months(Global)50%50%40%40%20%20%10%10%0%0%30%30%Global total18-2425-3435-4445-54
145、55+Q:In the next 12 months,do you think you are likely to do more,less,or about the same of the following?-Any who plan to interact with social media more in the next 12 months.The social media landscape has evolved significantly over the past decade.The likes of Snapchat and TikTok have strongly ch
146、allenged dominant industry players including Facebook,Twitter,and Instagram ushering in unique,more entertaining and interactive ways of engaging users.Taking the old-school text and picture-sharing features to the next level,social media today is all about content creation,opening up a myriad of ma
147、rketing opportunities,such as influencer marketing.As popular platforms roll out more engaging features for example,Instagram launched Reels in 2020 social medias appeal has been growing,especially among the young.Looking at growth opportunities,YouGov data shows that globally,almost four in ten(39%
148、)of the Gen Z cohort intend to interact more with social media in the next 12 months,with a third in the 25-34 age group registering similar intentions.Social medias appeal is least likely to increase among those aged 55+,with only 12%reporting an intention to increase their social media consumption
149、.Gen Z most likely to engage more with social media in 2022Media and Content White Paper380%10%20%30%40%50%60%Q:In the next 12 months,do you think you are likely to do more,less,or about the same of the following?-Any who plan to interact with social media more in the next 12 months.Plans to interac
150、t with social media more in next 12 months by country(Global)0%10%20%30%40%50%60%Global totalGBGermanyFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHong KongSingaporeYouGov data reveals that consumers in Asia are much more likely to increase their interaction with social
151、media in the next 12 months compared to their European counterparts.Driven by young populations and large social media user bases,Indonesia,India,and UAE register the highest proportion of consumers who intend to increase their interaction with social media in the next 12 months.Asia drivesgrowth in
152、 globalsocial media consumptionMedia and Content White Paper39ListenRadio listening is habitual,and listening behaviour tends to follow a regular pattern.With daily routines disrupted over the last few years,and movement restricted due to lockdowns,a high proportion of radio listening which is tradi
153、tionally out of home(e.g.,in the car,at work,or when travelling)has declined.Looking at radio listening data in Great Britain and the US,YouGov Profiles shows a downward trend for radio in both markets,with weekly listeners of commercial radio falling from 59%of the GB adult population in 2019 to 46
154、%in 2021 and more regular daily listeners of AM or FM radio in the US dropping from 72%in 2019 to 62%in 2021.Radio listening hit hard by lockdown restrictionsIn this audio section,we explore radio,music streaming,and podcast consumption trends over the last few years,with a particular focus on the U
155、S and Great Britain.We will also review which audio behaviours are likely to increase globally in terms of consumption,and how these vary by age and country.Media and Content White Paper40Weekly commercial radio listening(GB)0%15%30%45%60%0%15%30%45%60%Commercial Radio Listener201920202021Q:In a typ
156、ical week,approximately,how many hours do you spend listening to commercial radio?Please include times when you are listening to the radio while also doing other things-Any weekly listeners.In addition to the pandemic-induced reduction in travelling and commuting,changes to work routines and the eme
157、rgence of new hybrid working models could alter radio consumption routines for the long term-we have already seen that radio registered the highest proportion of global consumers claiming to have reduced their radio listening in the last 12 months,and likely to listen less in the next 12 months.Medi
158、a and Content White Paper41We have already seen that across the 17 international markets surveyed,59%claim to have listened to podcasts in the last 12 months,with 19%of consumers claiming to have listened to them more in the last 12 months.But what type of podcasts are engaging listeners?The growing
159、 level of interest in podcasts is endorsed in the US,where every podcast topic has grown in terms of regular listening between 2020 and 2021.Looking at individual podcast genre,news and politics is the top content type listened to regularly among US consumers in 2021,followed by comedy,and music.In
160、GB,the podcast content preferences were slightly different,with comedy scoring highest among 15%of the GB population,followed by music(10%),and news and politics(8%).Are podcasts attracting more listeners?Whilst radio listening is in decline,podcasts appearto be bucking the audio trend in many marke
161、ts,with the proportion of weekly podcast listeners in GB increasing reach consistently from 27%in 2019 to 36%in 2021.Similarly,the number of US consumers who ever listen to podcasts increased from 39%in 2019 to 47%in 2021.0%15%30%45%0%15%30%45%Weekly podcast listeners(GB)Q:Approximately,how many hou
162、rs per week do you typically spend listening to podcasts?-Any weekly listenersPodcast listeners201920202021Media and Content White Paper42Podcast genres regularly listened to(US)20202021News&PoliticsComedyMusicScience&CultureTV&MoviesEducationalScienceDocumentaryTechnologySportsTrue CrimeHealth&Livi
163、ngQ:Which,if any,of the following genres of podcasts do you regularly listen to?Any regular listeners5%10%20%15%0%Media and Content White Paper43METHOD USED TO LISTEN TO MUSIC BY AGE(US)US Total18-2425-3435-4445-5455+Radio65%49%50%57%65%72%Online radio or streaming54%72%70%66%64%42%CDs46%20%33%39%42
164、%54%Mobile phone44%70%63%52%50%33%Desktop/laptop42%49%50%47%44%37%Music TV channels22%8%23%22%24%23%Vinyl records11%13%13%9%9%12%Cassette tapes8%7%5%6%6%10%Q:Which of the following do you normally use to listen to music?Method used to listen to music by age(US)Whilst the pandemic has disrupted radio
165、 listening,increased time spent at home has amplified the popularity of streaming music services,with streamed music consumption increasing over the last few years,and likely to continue to grow in the coming years.Whilst streaming music is increasing in popularity,in the US,traditional radio remain
166、s the most popular platform of choice when listening to music in 2021(65%),followed by online radio or streaming services(54%).Among US consumers aged 18-24,online radio or streaming services is the top platform choice for music(72%)followed by mobile phone(70%)whilst older generations are more like
167、ly to favour traditional radio.Mobile phones are the primary device for listening to music among those aged under 34 Media and Content White Paper44Growing trend for online music consumptionThe use of online radio or streaming services to listen to music continues to grow in popularity as they provi
168、de better sound quality,music search tools and offer genre specific channels for listeners.In the US,online consumption of music has increased steadily from 47%of all US consumers in 2019 to 54%in 2021,and in terms of streaming music services,Spotify remains the most popular choice,with 18%of the US
169、 population claiming to use Spotify monthly(increasing from 15%in 2019).Use online radio or streaming tolisten to music(US)Online radio or streaming20021Q:Which of the following do you normally use to listen to music?We have already looked at audio consumption trends in the US and GB,and
170、which audio media types are likely to increase global listening in the next 12 months,but which age groups are driving this potential global growth in listening?This next section will also look at which countries register the highest potential growth and how these results compare by audio type.0%0%1
171、0%10%20%20%30%30%40%40%50%50%60%60%Media and Content White Paper45Two in five Gen Z consumers plan to stream more music in 2022M E D I A C O N SU M P T I O NAcross the 17 international markets surveyed,a higher proportion of consumers plan to stream more music in the next 12 months(22%)compared to l
172、istening to more radio(17%)and more podcasts(16%).Within the audio industry,younger generations are set to boost the popularity of streaming music as well as podcasts.About two in five(38%)Gen Z global consumers plan to stream more music in the next 12 months,followed by 30%of adults aged 2434.The l
173、ikelihood to stream more music in the coming 12 months declines gradually by age,with only 9%of global consumers aged 55+planning to increase their music streaming activity.In terms of podcasts,about a quarter(23%)of those in each of the 18-24 and 25-34 age groups are likely to increase their consum
174、ption of podcast content in the next 12 months a higher proportion than any other age groups.Once again,we see the lowest potential growth for all audio platforms among the over 55s.Media and Content White Paper46Plan to listen to more podcasts,radio or streamed musicin next 12 months by age(Global)
175、Listening to podcastsListening to the radioStreaming music(e.g.,spotify,Pandora,Amazon music,etc.)Global total18-2425-3435-4445-5455+Q:In the next 12 months,do you think you are likely to do more,less,or about the same of the following?0%0%10%10%20%20%30%30%40%40%Media and Content White Paper47Looki
176、ng at potential increases in audio content in the next 12 months by market,countries with older populations are less likely to increase their radio,podcast,or streamed music consumption.For example,less than 15%of consumers in GB,Germany and France intend to increase their music streaming in the nex
177、t 12 months.The proportion of consumers likely to increase their use of podcasts is even lower in GB(9%),Germany(9%),and France(10%).Plan to listen to more podcasts,radio or streamed music in the next12 months by country(Global)Listening to podcastsListening to the radioStreaming music(e.g.,spotify,
178、Pandora,Amazon music,etc)Q:In the next 12 months,do you think you are likely to do more,less,or about the same of the following?50%40%20%10%0%30%50%40%20%10%0%30%Global totalGBGermanyFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHong KongSingaporeOn the other hand,when we
179、 look at emerging markets with younger populations,always-on listeners powered by improving internet connectivity and high smartphone penetrations are driving the demand for all audio platforms.For example,almost half of all consumers in India(49%)and Mexico(48%),and over two in five(41%)in Indonesi
180、a,plan to stream more music in the next 12 months.Free and ad-supported services and subscription promotions could also be likely pull factors for music streaming in these markets.As the popularity of podcasts skews towards the young,a third of Indians plan to increase their use of podcasts in the n
181、ext 12 months,with over a quarter intending to increase their podcast consumption in Mexico,UAE,and Indonesia.Media and Content White Paper48Over the last few years,leading music streaming service providers such as Spotify have continued to see growth in subscriptions.YouGov data shows that a quarte
182、r of global consumers currently pay for music subscriptions and are likely to continue to do so in the next 12 months.However,there is room for growth,with almost a fifth of all global consumers(17%)who currently do not have a paid subscription,considering signing up next year.One in four global con
183、sumers plan to stickingwith music streaming servicesPaid-for music subscriptions(Global)Q:Which of the following best describes your subscription(s)to following types of paid-for VOD services?49%17%25%9%On the other hand,almost half(49%)globally do not currently pay for music subscriptions and are u
184、nlikely to convert in the next 12 months.Less than one in ten(9%)globally are Cancelers who currently pay for but are likely to cancel music subscription services next year.REJECTERS Do not pay for and unlikely to subscribe next year 49%POTENTIALS Do not pay for,but may consider subscribing next yea
185、r 17%CONTINUERS Currently pay for and likely to continue next year 25%CANCELERS Currently pay for,but likely to cancel next year 9%Media and Content White Paper49Opportunity for music streaming growth highest in Indonesia,Italy,and PolandThe easy accessibility of free music globally has kept listene
186、rs from spending money on paid streaming services.YouGov data shows that in 10 of the 17 markets surveyed,49%of global consumers do not currently pay for music subscriptions and are unlikely to subscribe next year.Opportunity for growth is highest in Indonesia,Italy,and Poland,where the proportion o
187、f those who currently do not pay for music subscriptions but may consider doingso in the next year are greatest.Paid for music streaming services are most popular Sweden the hometown of Spotify where about two in five(39%)of the population currently pay for and are likely to continue their music sub
188、scriptions next year.Mexico has second strongest stickiness to music subscriptions(36%),followedby India(31%).Paid-for music subscription next year by countryPOTENTIALS Do not pay for,but may consider subscribing next yearCANCELERS Currently pay for,but likely to cancel next yearREJECTERS Do not pay
189、 for and unlikely to subscribe next yearQ:Which of the following best describes your subscription(s)to following types of paid-for music streaming services?100%80%40%20%0%60%100%80%40%20%0%60%Global totalGBGermanyFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHong KongSing
190、aporeCONTINUERS Currently pay for and likely to continue next yearMedia and Content White Paper50ReadOver the last two decades,print readership and ad revenue of newspapers and magazines across many regions have been steadily declining,with readers and ad dollars increasingly migrating to digital.Th
191、e pandemic has exacerbated this decline,adversely affecting several key print advertising categories such as retail,travel,and entertainment.With printing and distribution stalling,and consumers unable to purchase from newsstands due to lockdown restrictions,this disruption to a very traditional sup
192、ply chain model has led to a further decline in print readership in 2020.This section reveals consumption trends of newspapers and magazines over the last few years with a particular focus on the US and Great Britain.Print readership continues to be challengedYouGov US Profiles data shows that the p
193、enetration of weekly print newspaper readership dropped considerably from 32%to 19%in 2020,although readership penetrations levelled in 2021.Weekly print magazine readership followed a similar trend to newspapers,with weekly penetrations falling from 19%in 2019 to 11%in 2020 and stabilizing in 2021.
194、Media and Content White Paper51Print newspaper and magazine weekly readership(US)40%20%10%0%30%40%20%10%0%30%2002020212021Print newspaper readersPrint magazine readersQ:In an average week,how much time do you spend reading a physical print edition of a newspaper?Any weekly newspaper reade
195、rs Q:In a typical week,approximately,how many hours would you spend reading a magazine in print?By this we mean,a physical print copy of a magazines,rather than reading online or via any other medium Any weekly magazine readersMedia and Content White Paper52Print newspaper and magazine weekly reader
196、ship(GB)Q:Approximately,how much time in total,did you spend reading or looking at a daily newspaper printed on paper in the last week?Please do not include reading or looking at a newspapers website Any weekly daily newspaper readers Q:In a typical week,approximately,how many hours would you spend
197、reading a magazine in print?By this we mean,a physical print copy of a magazines,rather than reading online or via any other medium Any weekly magazine readers50%40%20%10%0%30%Print daily newspaper readersPrint magazine readers50%40%20%10%0%30%2002020212021The downward trend in print read
198、ership has been more consistent in Great Britain.Weekly readership penetration of daily newspapers declining through the pandemic from 45%in 2019,to 36%in 2020,dropping further to 29%in 2021.Notably,magazine readership has halved from 41%to 20%over the last three years.Media and Content White Paper5
199、3Consumers aged 55+are the target demographic for newspaper publishers and advertisers alike.They are generally less likely to adapt to digital media.Many are sceptical about online sources and consider newspapers as the only reliable news source.Over the years,driven by strong habits formed around
200、regular newspaper reading,YouGov Profiles data shows that 48%of GB consumers aged 55+claim to read a daily newspaper at least once a week in 2021,compared to only 19%of those aged 18-24.Print newspaper and magazine weekly readership by age(GB)50%40%20%10%0%30%50%40%20%10%0%30%Global total18-2425-343
201、5-4445-5455+Readers of a daily newspaperMagazine print readersQ:Approximately,how much time in total,did you spend reading or looking at a daily newspaper printed on paper in the last week?Please do not include reading or looking at a newspapers website Any weekly daily newspaper readers Q:In a typi
202、cal week,approximately,how many hours would you spend reading a magazine in print?By this we mean,a physical print copy of a magazines,rather than reading online or via any other medium Any weekly magazine readersOlder age groups are propping up print mediaMedia and Content White Paper54Digital news
203、papers and magazines face new challengesTo secure a sustainable future,a key priority for most print publishers is digital transformation and understanding how consumers are changing the way they interact with and use digital services.As advertising revenues continue to decline,diversifying revenue
204、streams has become a key priority for many publishers across the regions.Most major magazines and newspapers across the regions have their own websites,and news and other content is also shared through social platforms such as Facebook or Twitter.However,despite digital diversification,readership of
205、 newspapers or magazines in digital format in the US also declined between 2019 and 2021,although penetrations picked up slightly between 2020 and 2021.Weekly readership of newspapers or magazine in electronic form(US)200202021202150%50%40%40%20%20%10%10%0%0%30%30%Read a newspaper in elec
206、tronic formRead a magazine in electronic formQ:Approximately,how much time in total,did you spend reading or looking at daily newspaper in electronic form in the last week?Q:Approximately,how much time in total,did you spend reading or looking at magazines in electronic form in the last week?-Any we
207、ekly electronic magazine readerMedia and Content White Paper55In GB,consumption of print publisher websites has also declined,with newspaper website weekly penetration falling from 46%in 2019,to 36%in 2021.Magazine websites Monthly readership of newspapers or magazine website readers(GB)201920192020
208、20202021202150%50%40%40%20%20%10%10%0%0%30%30%Newspaper website readersMagazine website readersQ:Which if any,of the following newspaper websites have you visited in past 30 days?Any newspaper website visitor Q:How frequently,if at all,do you read magazine content on a website?-Any magazine website
209、reader in the last monthalso dropped from 2019 and 2021,presenting a new set of audience retention challenges for newspaper and magazine publishers.Media and Content White Paper56Key take-outsMedia and Content White Paper57GLOBAL MEDIA OUTLOOK 2022 KEY TAKE-OUTS1Digital to lead media consumption gro
210、wthYouGov data shows that the top media Growth Drivers of media consumption growth in the next 12 months are all digital.Video streaming services have further tightened their grip on viewers in the wake of the pandemic and are likely to register the biggest growth in consumption in the coming year w
211、ith a Growth Driver score of 36%.The switch over to digital will continue to affect the growth prospects of traditional media channels.In the coming year,as work from home routines and entertainment habits linger,on-demand streaming services(video/music)and social media platforms are set to continue
212、 to keep consumers hooked presenting crucial growth opportunities for media companies and advertisers alike.3Gen Z will drive music streaming and podcasts growthListening habits of consumers have been significantly impacted by the pandemic.Whilst radio listening has been the hardest hit by the pande
213、mic,spending more time at home has benefited other audio services such as music streaming and podcasts,especially attracting the digital-savvy younger generations.Globally,almost a fifth(17%)of consumers do not currently pay for but may consider subscribing to music streaming services next year pres
214、enting a considerable growth opportunity for leading service providers such as Spotify and Apple Music.Interestingly,audio content services can also boost audience growth by attracting listeners to their podcast offerings.YouGov data reveals that 30%consumers intend to listen to podcasts more in the
215、 coming year.Podcasts present a strong opportunity for brands and advertisers to engage with a highly receptive and engaged set of listeners,particularly younger generations.4Live TV penetrationremains highDespite the growth of streaming services and VOD,the increase in the amount of time spent at h
216、ome due to the pandemic may have also contributed to an increase in the consumption of live TV.Almost nine in ten Brits consume live TV on a weekly basis and this has remained unchanged for the last four years.With access to live TV becoming increasingly available through on demand TV streaming serv
217、ices,the opportunities for live TV growth may continue to evolve.2Watching habits to be fuelled by streaming services In the US,streaming services such as Netflix,Hulu,and Amazon Prime have all increased penetration since 2018.In the next 12 months,YouGov data shows that a higher proportion of globa
218、l consumers plan to consume more streaming services than any other type of media.Notably,this higher consumption intention is more pronounced among Gen Z.Moreover,global consumers have the stronger stickiness to video on demand subscriptions than other paid-for content services,with 36%intending to
219、renew in the coming year,and a further 15%(who do not currently pay for VOD),considering a subscription.As the popularity of streaming video services persists in the coming year,and consumers are spoilt for choice intensifying competition among service providers is likely to trigger further investme
220、nts in content,as well as subscription price adaptations to retain and grow audiences.Media and Content White Paper585Social media use will continue to rise further6Media levelling out in the year aheadDespite the pandemic,YouGov global data identifies a high proportion of global consumers who are p
221、lanning to stick with their media choices in the coming 12 months.Whilst COVID-19 fuelled a surge in media consumption over the last 12 months,and in the coming 12 months,our data suggests a levelling out in overall consumption.Social media platforms today serve a myriad of purposes from information
222、 sharing to video-based entertainment,to professional networking,to even enabling commerce.In the US,social media is the top source of news for Gen Z(45%)ahead of traditional TV(34%).The appeal and usage of social media is likely to remain robust in the coming year,with social media identified as on
223、e of the top three drivers of media consumption growth in our research.Gen Z is the most likely to increase their interaction with social media usage in the next 12 months(39%),followed by the 25-34 age group(33%).Media and Content White Paper59Our Data The insights in this report are drawn from a r
224、ecent global Custom survey on the global media sector and,specifically,exploring past media consumption patterns and the future global media landscape,covering 17 global markets of more than 19,000 respondents.Our survey results were further bolstered by connecting respondent level data to YouGovs p
225、roprietary syndicated data solutions,Profiles,allowing us to merge our respondents and their answers to the 100,000s consumer attributes that we collect on an ongoing basis for audience segmentation and profiling.Our survey was fielded the week of 18th October 08th November 2021 The YouGov panel pro
226、vides a naturally accurate and representative view of the population.Data is adjusted using a mild weighting team using interlocking demographic characteristicsmethodology considered advanced in the market research space.For this report series the following population representation was used:MarketP
227、opulation Sampled Representation Survey Start DateSample SizeAustraliaNational representative-16+19-Oct1048ChinaNational Online-16+18-Oct1034DenmarkNational representative-18+19-Oct1018FranceNational representative-18+20-Oct1028GermanyNational representative-18+19-Oct1056Hong KongNational Online-18+
228、18-Oct513IndiaNational Online(Urban only)-18+19-Oct1037IndonesiaNational Online-18+18-Oct1044ItalyNational representative-18+20-Oct1011MexicoNational(Urban focus)-18+19-Oct1060PolandNational representative-18+20-Oct1008SingaporeNational representative-18+19-Oct1052SpainNational representative-18+20-
229、Oct1015SwedenNational representative-18+20-Oct1022UAENational representative-18+18-Oct1152UKNational representative-18+20-Oct2020US National representative-18+18-Oct2001Method used to listen to music by age(US)Method used to listen to music by age(US)Media and Content White Paper60We are always inno
230、vating Through our unique data sources and expertise,we support and inform a wide range of strategic decision-making across the entire industry,including digital/social performance monitoring and global post-launch viewership.YouGov Signal,our social listening tool,collects data from all relevant di
231、gital and social sources,aggregates and analyzes the statistics into digestible quantitative metrics,and makes them available in one place.Clients are able to access the full range of digital and social data across all social media,search,Wikipedia and news articles.In 2021,YouGov developed propriet
232、ary technology,YouGov Stream,a fully verified global streaming tracker.It combines permissioned viewership data(from major platforms like Netflix,Amazon,Disney+,Hulu,Paramount+,AppleTV+)with thousands of surveyed demographic and behavioural attributes.With streaming rapidly on the rise,YouGov Stream
233、 enables companies to monitor streaming behaviour,including season retention trends and episodic drop-off rates.Follow the links above to read more on our new products,and keep an eye out this coming year for case studies,use cases and deep-dives as we explore how these innovations can take your business strategy to the next level.At YouGovMedia and Content White Paper61