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UK Time Spent With Media 2024

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

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About This Report
Total media time is on a steady slide in the UK. By 2026, it will drop to below 10 hours per day, the lowest level in a decade. Digital media—particularly digital and social video—is picking up some of the slack, but it won’t halt the decline.
Table of Contents

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.

Here’s what’s in the full report

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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

authors

Bill Fisher

Contributors

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