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  • Report
     | 
    OCT 21, 2021

    The digital audio market is evolving, but radio hasn’t gone away. The reach of broadcast radio shrank in many markets this year, but time spent with radio had hardly changed since 2020 or shifted by just a few minutes per day. Fewer internet users listened to online radio, audiobooks, and other digital audio content, as well.

  • Report
     | 
    OCT 21, 2021

    However, the average time spent streaming online TV and video was less than half the time devoted to broadcast TV, at 1:03 per day. Social networking and messaging were the only media activities to rival live TV and video streaming in overall reach.

  • Report
     | 
    OCT 21, 2021

    Broadcast radio reached a slightly larger audience than digital audio in H1 2021, at 73.2% of internet users, but claimed less time, at 1:07 daily, on average. Print media increasingly face competition from digital alternatives. In Q1 2021, 40.9% of US respondents had read a print newspaper in the prior month; among 16- to 24-year-olds, fewer than 29% had done so.

  • Report
     | 
    OCT 21, 2021

    On the entertainment side, music streaming also claimed more time this year than last, at 1:37 daily, on average. Consumption of podcasts, which GWI measured for the first time in H1 2020, accounted for 1:12 each day in H1 2021.

  • Report
     | 
    OCT 21, 2021

    Online TV and video streaming accounted for an estimated 1:24 per day, an increase of 11 minutes since H1 2020. Seven in 10 internet users listened to broadcast radio in Q1 2021, spending an average 55 minutes each day. Digital audio usage was higher, at 74.6%, and claimed more time as well, at 1:34 daily.

  • Report
     | 
    OCT 21, 2021

    Some 58.1% of the sample had tuned in to live radio programming in the month prior to polling. In contrast, 81.6% had listened to music, podcasts, or other digital audio content—and for longer periods of time. Music streaming alone claimed an average of 2:04 per day in the first half of the year, more than double the 46 minutes spent with live radio.

  • Report
     | 
    OCT 21, 2021

    More than 71% of internet users had tuned in to live radio in the previous month, with usage much higher in affluent households (83.1%), and among 55- to 64-year-olds (91.9%). The 1:00 spent with live radio per day was marginally lower than time devoted to digital audio, though. Print newspapers posted penetration of 57.3% in H1 2020—a sizable audience but not a growing one.

  • Report
     | 
    OCT 21, 2021

    Most other activities (including video streaming, print press, and digital press) took up less than 30 minutes, while gaming and broadcast radio consumed slightly more. Social networking, including messaging, was a notable exception, estimated at 50 minutes daily. Fewer than half the internet users polled in 2021 listened to live radio, or read either print newspapers or magazines.

  • Report
     | 
    OCT 21, 2021

    The broadcast radio audience was a good deal smaller than that for live TV, at 69.2% of internet users. Live radio listening accounted for 1:09 per day, on average—a marginal increase from 2020. Digital audio and social networking both gained momentum this year. Digital audio services were firmly established in Sweden some years ago.

  • Report
     | 
    OCT 21, 2021

    Radio continued to enjoy much greater reach: Some 69.0% of male survey respondents and 61.0% of females had recently listened to broadcast radio programs as of Q1 2021. Time spent with radio was no higher than in H1 2020, however, at 1:09 per day, on average. Digital video and audio both grew their audiences in 2021.

  • Report
     | 
    OCT 21, 2021

    Digital video viewing was almost as widespread in H1 2021, with 94.9% of respondents streaming some type of video content in the prior month. More than two-thirds (68.7%) of internet users had accessed subscription video-on-demand (SVOD) services, like Netflix, as of Q1 2021, including over 91% of 16- to 24-year-olds.

  • Report
     | 
    OCT 21, 2021

    Time devoted to music streaming did rise by a few minutes, though, to an average 1:39 daily. Amid burgeoning digital consumption, radio and print media are struggling to retain audiences. As in other countries, radio, print newspapers, and print magazines are gradually losing appeal for many internet users.

  • Report
     | 
    OCT 21, 2021

    Music streaming alone accounted for 2:18 daily this year, on average, compared with 2:01 in H1 2020. Broadcast radio had many fans too, especially among older internet users. Overall, 67.7% of those surveyed in Q1 2021 were recent listeners. And the average daily time spent with live radio in H1 was 48 minutes.

  • Report
     | 
    OCT 21, 2021

    About two-thirds (67.7%) of internet users listened to broadcast radio in the month prior to polling. Print newspapers and magazines posted penetration of 42.2% and 39.2%, respectively. Usage of all traditional media remained above average among individuals in higher-income homes. Consumption of broadcast radio and print was also very high among 35- to 44-year-olds.

  • Report
     | 
    OCT 21, 2021

    Broadcast radio enjoyed a much wider audience than print media in H1 2021. Nearly 77% of Ireland’s internet users had listened to live radio programs in the month prior, spending an estimated 1:12 per day—a time unchanged since 2020. Penetration remained above average among respondents in affluent and rural households and highest of all (more than 84%) among 45- to 64-year-olds.

  • Report
     | 
    OCT 21, 2021

    For the first time, though, music streaming alone claimed more than 2 hours per day on average. Traditional media experienced mixed fortunes in Q1 2021. As noted above, nearly 83% of internet users watched live TV, but fewer than half had read a print newspaper in the prior month, and only 42.7% had read a print magazine. Broadcast radio enjoyed much broader reach, though, at 77.2% of internet users.

  • Report
     | 
    OCT 21, 2021

    Almost two-thirds of internet users had tuned in to broadcast radio, as well. More people are watching time-shifted TV content. Some 61.0% of respondents polled in H1 2021 had used a TV channel’s catch-up or on-demand services, and more than 57% had watched TV shows they recorded earlier.

  • Report
     | 
    OCT 21, 2021

    In Q1, 4 in 5 respondents had listened to broadcast radio at least once in the prior month. As in the past, older internet users and those in higher-income homes were more likely to be radio listeners than younger respondents and those with lower incomes. Live radio was also more common in rural areas than in suburban and urban households.

  • Report
     | 
    OCT 21, 2021

    This was partially because of the removal of Google Play Music from the list of streaming services respondents were asked about. Yet time spent each day with music streaming remained high at 2:12. More internet users watched digital video—both free and paid-for—than live TV in H1 2021. Penetration of live TV was virtually unchanged YoY at 88.3%.

  • Report
     | 
    OCT 21, 2021

    More than two-thirds (67.5%) of internet users in UAE had listened to live radio programs in the month prior. Penetration correlated directly with age, ranging from 44.4% among 16- to 24-year-olds to 81.6% of respondents 45 to 54. Nearly 73% of internet users in affluent homes were also live radio listeners.

  • Report
     | 
    OCT 21, 2021

    The youngest cohort recorded a significant decline but still posted above-average engagement with music streaming, audiobooks, and other digital audio content at 68.3%.

  • Report
     | 
    OCT 21, 2021

    And time spent with music streaming specifically was unchanged YoY, at 48 minutes per day on average.

  • Report
     | 
    OCT 21, 2021

    (In a change from previous surveys, GWI now includes YouTube in its video streaming category, which tends to increase the response rates for this metric.). Between Q1 2020 and Q1 2021, usage of subscription VOD (SVOD) services like Netflix and Disney+ rose from 76.2% to 81.1%.

  • Report
     | 
    OCT 21, 2021

    TV streaming sticks are also popular, with 41.2% of internet users owning one in H1 2021. Other digital gadgets are making slower progress toward significant market share. Some 17.7% of Denmark’s internet users owned a smartwatch in H1 2020, compared with 12.2% last year; 13.9% owned a smart wristband.

  • Report
     | 
    OCT 21, 2021
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