UK Time Spent With Media 2024

Total Media Time Is on the Decline, but Growth in Digital Video Continues

The media environment in the UK continues to evolve, and this increasingly means a consumer pivot to digital channels. But while digital video in particular is gaining significantly, overall time spent is in decline.

Key Question: As total media time declines, where should advertisers turn to find their audiences?

Key Stat: Just before the pandemic hit, digital accounted for 27 minutes more media time than traditional. But the gap has grown significantly, and digital will be almost 3 hours ahead by 2026.

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Table of Contents

  1. Executive Summary
  2. As total media time declines, audiences are increasingly found in digital environments
  3. Total time spent peaked in 2020
  1. Digital continues to gain an increasing share of media time
  2. Most video consumption is now digital video
  3. Video is also having an impact on social media time
  1. Media Gallery

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authors

Bill Fisher

Contributors

Paul Briggs
Principal Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Paul Verna
Principal Analyst