With COVID-19 putting pressure on media budgets, advertisers are figuring out how to realign their OOH strategies.

Esports received heightened media attention during the onset of the coronavirus pandemic. While the publicity helped bring awareness to the growing industry, the pandemic will not have a significant impact on annual esports viewership or advertising revenues in the US.

Netflix accounts for about one-fourth of total time spent streaming video in the US, according to Comscore. Netflix also receives more revenues per subscription than its competitors do, according to MoffettNathanson analysis of Antenna data.

One bright spot for entertainment, however, has been the increase in time spent with streaming services and gaming while consumers stay at home amid the pandemic.

Time spent with digital video grew while time spent with TV plateaued. Netflix’s share of total subscription OTT viewing shrunk, but it maintained a sizable lead over other streaming services. What to look for in Q3 2021:. Updated forecasts for digital video and pay TV users. Time Spent with TV.

As linear TV viewers continue to move to streaming, they’re spending a large portion of their time with media on ad-free services. Although Nielsen has measurement products for Netflix and Amazon Prime Video, these streaming services are reluctant to share data and advertisers generally don’t have a ton of visibility into how people are spending their time on ad-free streamers.

Time spent will be controlled. Quite literally, the clock will be ticking in Chinese metaverses. The Chinese government has been aggressively tackling internet addiction. Last year, it put a 3-hour time limit on digital gaming targeting minors under 14.

Both have received very little media attention for data privacy scandals or missteps in 2021, which likely contributes to stronger positive perception. Facebook remained in last place again this year. Its challenges with privacy and security are well known and receive frequent media attention, leading to lowered trust among its users.

Nielsen’s rocky accreditation status with the Media Ratings Council is escalating the fragmentation of TV measurement across linear and digital divides. As Nielsen’s reign comes to an end, competitors in the space seem to agree: A universal standard isn’t needed, and each of them knows the best way to track their own audiences.

Growth in digital live sports viewing is happening as time spent with TV is declining. Notwithstanding a small bump in 2020, when consumers in the US were housebound, average daily time spent with traditional TV among US adults was 3 hours, 27 minutes in 2019, which will dwindle significantly to roughly 2 hours, 50 minutes in 2023.

Time spent with in-home entertainment is increasing as Germany continues to practice social distancing. According to McKinsey & Company, 35% of adults in Germany polled in March 2020 expected to spend more time viewing movies or shows in the following two weeks.

YouTube viewing will make up a sizable proportion of this digital video total time spent. This is reflected by its strong performance in Google’s stable of advertising performers—whereas we expect Google’s search business to decline 7.4%; its display revenues (buoyed by YouTube) will grow 3.8% in 2020.

Our January forecast for time spent with social networks already shows that this year, US adult social network users will spend less time on every platform except Snapchat than they did in 2020. Of course, time spent is falling from an all-time high, which was due to pandemic-related conditions that accelerated growth last year.

This is the first time since 2012 that time spent with traditional TV will grow. But we don’t expect TV viewership boons to last beyond the pandemic. In 2021, time spent on TV by US adults will decline 5.9%, and another 5.4% in 2022. Although COVID-19 contributed to increased time spend watching TV, it also led to reduced TV ad spending.

Has digital video replaced TV in kids’ media mix? Digital video is certainly a big deal (YouTube in particular). Still, we estimate that nearly half of kids 11 and younger are not users. TV penetration is much higher (close to nine in 10), but time spent is declining. It remains to be seen how Disney+ might reshape kids’ video/TV landscape. How popular is video gaming among kids?

Spotify, the most popular streaming service in the US, spent $400 million to acquire three podcast companies in 2019: Gimlet Media, Anchor and Parcast. This year, the company purchased The Ringer, a podcast-driven digital publisher, as well as exclusive rights to the massively popular Joe Rogan Experience podcast.

In this year’s “Key Digital Trends” report, we examine changes coming to the digital media and technology landscape in 2021—including legislation, privacy, entertainment, social media, and more—and why they matter to marketers.

KEY STAT: After shelter-in-place orders were enacted, US consumers increased their time spent with TV in 2020. We have revised our forecast for time spent per day with TV upward to 229 minutes, a 9.3% rise over 2019. An Overview of Data-Driven Linear TV Advertising.

“We're always missionizing about the online behaviors of this group: the intensity, frequency and time spent online.”. While internet usage among this sizable group is strong, they’re significantly less committed to content on social and video platforms overall.

“As shoppers move their trips online and spend less time in browsing in store, it will be harder to capture those impulse purchases, making highly targeted digital media even more critical to our marketing mix,” said Jayme Jansky Beck, team lead for shopper marketing at Unilever.