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EMARKETER

UK Time Spent With Media Forecast 2023

Video Continues To Widen the Digital Divide as the Pandemic Peak Subsides

Report by Bill Fisher  |  Jun 8, 2023
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Table of Contents
Report Snapshot
Total time spent is declining and will reach pre-pandemic levels by 2025.
The digital divide is widening.
TV will reach a tipping point by the end of our forecast.
Long-form video has reached saturation.
“TV” is evolving, with digital platforms a key component.
The social landscape has been upended by video.
What does this mean for marketers in the UK?
Media Gallery
About This Report
Total media time is flattening out in the UK after the artificial bump brought about by the pandemic. Video consumption, though, via multiple platforms, is one area where marketers can count on continued consumer engagement.
Topics
Time Spent with Media
UK
Table of Contents
Report Snapshot
Total time spent is declining and will reach pre-pandemic levels by 2025.
The digital divide is widening.
TV will reach a tipping point by the end of our forecast.
Long-form video has reached saturation.
“TV” is evolving, with digital platforms a key component.
The social landscape has been upended by video.
What does this mean for marketers in the UK?
Media Gallery

Report Snapshot

Time spent with media will return to pre-pandemic levels by the end of our forecast. And while traditional media continues to cede to digital consumption, video underlies many of the changing media habits. Within this space, ad-supported options and social video are gaining ever-greater influence.

Key Question: How will changes in video consumption habits affect our time spent with media forecasts?

KEY STAT: Broadcaster video-on-demand (BVOD) and TikTok are seeing the biggest gains in time spent, as UK consumers pivot to ad-supported long-form video content and short-form social video.

authors

Bill Fisher

Contributors

Jasmin Ellis
Forecasting Analyst
Paul Verna
Principal Analyst
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