The post-pandemic media landscape is driven by changing consumption preferences and rapid digitalization. While the headline trend is declining total media time, the underlying dynamics are distinct in each market. The UK is the digital leader. But France and Germany will surpass the UK in total media time due to enduring traditional media habits coupled with steady levels of digital engagement.

Key Question: How are consumers splitting their time across an ever-complicated media landscape?

Key Stat: Total media time is declining across the board. But digital growth and the endurance of traditional media mean Germany will be the only country to remain above its pre-pandemic level in 2027, up by 2 minutes.

This report can help you:

• Develop media strategy and allocate budget for campaigns (brands and agencies)