What’s Inside

The Western Europe region of the Global Media Intelligence (GMI) Report includes poll results from Austria, Belgium, Denmark, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, and UK. Click each link to view charts displaying the following metrics:

• Device ownership
• Smartphone and tablet ownership
• Smart TV owners
• Average time spent with media
• Traditional media users
• TV viewers
• Video-on-demand (VOD) viewers
• Social media/messaging users
• Digital audio listeners
• Voice assistant/search users

Executive Summary

• Not surprisingly given its ethnic and linguistic diversity, Western Europe doesn’t fit predictable patterns of media consumption. It’s generally a paragon of traditional media but a relative laggard in TV viewing. It’s a hotbed for newer digital technologies like smartwatches and smart home products but not particularly strong in video or audio streaming. Its results vary significantly by country—a consequence of deeply embedded traditions that differ significantly throughout the region and sometimes within countries with multiple languages, dialects, and cultures.