According to the most recent PQ Media Global Consumer Media Usage Forecast, media usage trends stabilized closer to pre-pandemic levels in 2022, though some channels are set to face greater pressure in the months to come.
Media consumption by global consumers increased from 7.14 hours per day in 2017 to 7.97 hours per day in 2022. The FIFA World Cup in Qatar, the Winter Olympics in China, and the closely watched U.S. midterm elections all contributed to growth last year.
Less time was spent watching ad-supported media than in 2017, which could be a concern for streaming platforms looking to commercials as a source of revenue. Shipments of digital devices are another sign of a slowdown as smartphone adoption approaches saturation.
Read More: Ad-supported media engagement slips as consumers cut back, report finds
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