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, the Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, and the UK. The polling was conducted by consumer research firm GWI in H1 2024. Click each link to view charts displaying the following metrics:

• Average time spent with media
• Video-on-demand viewers
• Social media/messaging users
• Digital audio listeners
• TV viewers
• Traditional media users
• Vlog/influencer viewers
• Creator/influencer membership site users
• Device ownership
• Smart TV owners
• Smartphone and tablet owners

Western Europe in Perspective

Traditional media maintains a firm hold on many consumers in Western Europe. The region is home to four of the top 10 countries in the world with the highest median age: Italy, Spain, Germany, and Greece. These older consumers both boost traditional media formats and affect the adoption of—and engagement with—digital media.