2024-08-23-Attest-2024年美国媒体使用报告_20页_1mb

2024 US Media Consumption Report Summary

Introduction

This report provides a three-year analysis of media consumption in the US, based on tracker survey data from Attest (1,000 nationally representative working-age consumers). It highlights key trends across social media, TV, audio, print, and digital media to inform media strategy decisions.

TV Trends

Overall TV viewing time decreased by 3.1 percentage points to 60.7%, with widespread cuts across age groups except for the 25-34 age group, which increased by 7.3 percentage points to 29.6%. Live TV usage fell sharply, with 4.1 percentage points more not watching live TV (now 24.3%). Streaming services saw significant declines: Netflix users decreased by 9.9 percentage points to 61.8%, impacted by password sharing policies, particularly affecting the Millennial group (ages 35-44). Disney+ also lost users (-7.2pp to 31.0%), losing support mainly from Millennials, but remains the fourth most popular streamer. YouTube TV reversed some gains with a 8.1pp slide to 17.3%, mirroring broader live TV declines.

Audio Trends

Music streaming frequency dropped by 8.1 percentage points to 36.4%, with more listeners never using it. Apple Music suffered the largest user loss (-9.4pp to 19.7%), now second behind Amazon Music. Radio listening declined (-4.6pp to 32.4%), less popular with younger generations. Podcast consumption peaked earlier and plateaued, with a slight decrease (-2.5pp to 38.8%), but 25-34-year-olds increased listening.

Social Media Trends

Younger audiences are reducing social media use, with the 35-44 age group decreasing two+ hours daily (-10.5pp to 34.5%). Snapchat daily use dropped by 7.9pp to 19.9%, least appealing to 18-24-year-olds. TikTok remains dominant with Gen Z despite a 9.3pp daily user decrease, but overall adoption slowed. Twitter/X users deserted the platform post-rebrand, with a 7.7pp increase in non-users to 49.9% and daily use falling to 20.2%. YouTube is popular with 18-24-year-olds.

Print and Digital Media Trends

Digital content subscriptions fell by 5.9 percentage points to 29.8%, driven by the 35-44 age group reductions, though Gen Z (-20pp increase) reversed some loss for users under 25. Printed newspapers saw a drastic drop in usage (-10.5pp to 23.5%), with 35-44 age group leading the decline. Digital news reading decreased overall (-4.1pp to 25.5%), most deeply in the 35-44 group. Magazines lost traction, with both print (-10.6pp to 20.9%) and digital magazine consumption declining (-11.7pp to 24.2%), though 18-24-year-olds increased digital access.

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