As the coronavirus pandemic renders the population of the UK largely housebound, media consumption patterns will invariably change. Certain media types (such as physical print) will falter, but video (TV and digital) looks set to benefit most.

This report summarizes our forecasts for nine countries—the US, Canada, France, Germany, the UK, China, India, Japan, and South Korea—and offers comparative analyses of the major time spent numbers for each.

Consumers are frustrated by intrusive or invasive ad experiences, and they’re concerned about how advertisers use their data. Here’s how consumers perceive their ad experiences across media channels, how they avoid ads, and how brands, advertisers, and publishers are responding.

The pandemic led to many upward revisions of our UK digital user forecasts. Some changes (podcast listeners) will be permanent, while others will be temporary (digital gamers). Our social network user numbers, meanwhile, didn’t change much at all.

In the European countries we forecast, the average will exceed 10 hours, while Asia-Pacific markets like China, India, and Japan will see significantly less media usage. More like this:. Report: Time Spent with Media Overview 2021. Article: US TV advertisers will spend nearly $20 billion in this year’s upfronts. Article: Amazon’s MGM acquisition could give it a watch-time boost.

Digital audio has undoubtedly benefited from the UK lockdowns. Even with reduced commuting likely eating into their time spent with mobile audio, UK listeners still tuned in to digital audio elsewhere and will continue doing so.

UK Office of Communications (Ofcom). Performics. Pew Research Center. Pivotal Research Group. Sapio Research. SheerID. University of California Berkeley School of Law. Winterberry Group.