2025全球媒体规划指南：三大融合趋势_14页_2mb

3 Key Media Convergence Trends Summary

Introduction

The global media landscape in 2025 is characterized by rapid changes in technology, generational preferences, and industry practices. This guide provides insights into key trends shaping the media environment, helping advertisers and publishers navigate the evolving ecosystem with confidence. The convergence of traditional and digital media, the rise of retail media advertising, and generational shifts in media consumption are central to understanding current and future opportunities.

Core Trends

Trend 1: Finding the Balance Between Traditional and Digital Media

Traditional TV is not obsolete, despite the growth of streaming. The shift is uneven across markets:

• In the U.S., streaming accounts for about 40% of total TV time, with 77% of homes using Connected TV (CTV) devices.
• In Poland, traditional TV remains dominant, with only 8% of viewing time spent on streaming.

Key Insight:
Global media strategies must be nuanced and adaptable, as both traditional and digital platforms coexist and serve different viewer preferences. Advertisers should balance their media mix by maintaining a presence in traditional channels while leveraging streaming growth.

Trend 2: Seizing the Opportunity in Retail Media Advertising

Retail media advertising is expanding beyond simple sponsored listings to include a full-funnel approach with on-site and off-site ads. It is becoming a crucial part of global marketing strategies, with 68% of marketers considering it more important than the previous year.

Key Insight:

• Amazon ad spend in Japan has shown consistent month-over-month growth.
• Industry-specific investments vary: electronics advertisers in the U.K. allocate more to retail media than cosmetics brands.

Recommendation:
Advertisers should analyze competitor spending and use independent measurement tools to ensure consistent data across platforms. Publishers should offer cross-platform integration and transparent metrics to build trust and value for advertisers.

Trend 3: Planning for the Generational Shift in Media Consumption Habits

Younger generations are increasingly favoring digital media, while older audiences remain loyal to traditional TV. This shift is evident across different markets:

• In the U.S., viewers aged 2-34 spend over 60% of their TV time on streaming.
• In Thailand, Gen Z reports the lowest traditional TV viewership at 47%, while the 55+ demographic spends the most.
• Older audiences (e.g., 75% of U.S. viewers aged 65+) still have a higher total reach across all media types.

Key Insight:
Digital natives are driving the adoption of on-demand streaming, mobile viewing, and personalized content, but traditional TV remains a key platform for older demographics. Advertisers and publishers must tailor content and messaging to different age groups and measure cross-platform effectiveness.

Action Plans

For Advertisers

• Develop market-specific strategies that balance traditional and digital media.
• Use cross-platform measurement tools to evaluate campaign performance.
• Leverage first-party data for targeted advertising and full-funnel optimization.
• Analyze competitor spending and channel allocation to inform global media plans.

For Publishers

• Offer integrated solutions combining linear TV and streaming assets.
• Provide unified sales packages and consistent measurement across platforms.
• Invest in seamless cross-platform integration to help advertisers plan effectively.
• Implement transparent, third-party verified metrics to build advertiser confidence.
• Supply detailed audience data and insights to support campaign optimization.

How Nielsen Can Help

Nielsen ONE and Nielsen Ad Intel provide comprehensive cross-media solutions that enable:

• Audience building across all platforms.
• Planning and measurement for effective campaigns.
• Benchmarking against competitors and identifying emerging trends.
• Custom research capabilities to create tailored audience segments based on specific needs.

Conclusion

Media convergence is not just a trend—it's a transformation. Advertisers and publishers must embrace nuanced strategies, data-driven insights, and multi-platform engagement to thrive in the evolving media landscape. Nielsen offers the tools and intelligence needed to navigate this complexity and connect with audiences effectively across all generations and platforms.