Averaging time spent across the adult population allows us to compare media usage trends (including across different media activities), while estimating time spent among users shows how engagement with various media changes over time. With this dual approach, the numbers in our forecasts can—and do—vary depending on which estimates we highlight.
More than half of US gamers are women. Zoom out: PlayFronts took place as many factors push gaming further into the mainstream: pandemic-fueled shifting media consumption habits, the pending cookiepocalypse, a decline in linear TV viewership, and ad oversaturation on connected TV.