GWI-全球媒体格局（英）-2021_72页_7mb

The Global Media Landscape: Impact of the Pandemic

Core Content and Overview

This report explores how the pandemic has reshaped media habits globally, focusing on changes in media consumption, device usage, and the effectiveness of advertising and subscriptions. It highlights trends in TV, news, gaming, music/audio, and advertising, providing insights into how consumers are spending their time and how media platforms are evolving.

Key Insights

• Online vs. Offline Media: The gap between online and offline media is widening. Online media has surpassed offline in terms of attention command, with a notable shift observed since the initial lockdowns.
• Device Trends: Mobile devices have become the preferred choice for media consumption, especially among younger age groups. PC/laptop usage has declined, but some demographics saw a temporary increase due to remote work and learning.
• Smart Speakers and Watches: Increased time spent at home has led to a rise in smart speaker and smartwatch ownership, making them important new media hubs.
• Gaming: Gaming has seen significant growth, not only in terms of time spent but also as a complement to other media forms. Esports has gained popularity among younger audiences.
• TV Consumption: Broadcast TV remains the most-used device for TV watching, but streaming services are gaining traction. Mobile and tablets are becoming more popular for accessing subscription content.
• News Consumption: News consumption has increased, with online press seeing the most growth. However, trust in news has slightly declined since the pandemic began.
• Sports Viewing: The pandemic caused a drop in sports viewing on broadcast TV, but online platforms and esports have emerged as alternatives. There is a potential revival of live TV sports viewing for major events like the Olympics.
• Second-Screening: A significant portion of viewers engage in online activities while watching TV, such as using social media, searching for information, and interacting with online content related to the show.
• Advertising Effectiveness: TV ads remain the most effective for brand discovery, but social media ads are gaining traction, especially among younger audiences. Perceptions of TV ads are generally more positive than those of social media ads.

Media Consumption Overview

• Pandemic Impact: The pandemic has accelerated the shift to online media, with more time spent on digital platforms and a decline in traditional media consumption.
• Device Ownership: Smartphones remain near-universal, while PC/laptop usage has declined but is expected to rebound slightly. Smart speakers and smartwatches have seen sharp increases in ownership.
• TV and Video: Broadcast TV is still the dominant medium, but streaming services are growing. YouTube is the most popular video service in most regions, except North America, where Netflix leads.
• Gaming: Gaming has become more integrated with other media, with a rise in usage and the emergence of esports as a significant trend.
• Music and Audio: Podcasts and music streaming are challenging traditional radio, with increased consumption and a shift in user behavior.

Data and Methodology

• Data Sources: The report is based on GWI's online research among internet users aged 16-64, covering multiple regions and demographics.
• Methodology: The data is segmented and analyzed over time, with charts broken down by age groups and regions to highlight trends and differences.
• Indexes: Data is presented using indexes to compare different groups against the global average (1.00). An index above 1.00 indicates a group is above average, while below 1.00 means it is below.

Conclusion

The pandemic has significantly altered media consumption habits, with a clear shift towards digital platforms and increased reliance on mobile devices. While traditional media like TV and print are still important, they are facing challenges from emerging digital formats and platforms. Understanding these changes is crucial for media planners and marketers to adapt and thrive in the evolving media landscape.