Adults in France now spend more time with digital media than with traditional media. While media habits are fairly advanced in that respect, the country still sits behind the UK, so French marketers could look there for ideas about strategy.

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.

Digital ad spending will increase slightly faster this year than in 2022, but the bump will be minimal. Total media ad spending growth will roughly hold steady. But there are parts of the world where spending is surging.

TikTok is launching ad product Pulse Premiere, an extension of Pulse that allows publishers like Condé Nast, Buzzfeed, and NBC to make money off of ads featured by all of their own content, according to the Wall Street Journal. The new product is part of TikTok’s efforts to make the platform more appealing to publishers, even as risks of a US ban loom.

In 2022, digital ad spending will grow across all B2B industries. Despite the pandemic and ongoing economic uncertainty, B2B marketers will devote an increasing share of their budgets to digital through 2024.

Digital media formats are poised for growth in US and Canada: Total media consumption will decrease this year as pandemic-inspired habits calm.

Total time spent with media per day in the US will decline slightly in 2022, but most pandemic-era gains will be retained. Digital video, subscription OTT services, and smartphones will be among the bigger winners this year.

Adults in the UK are spending more time than ever with digital media. Time spent watching videos online, particularly via social, is soaring.

YouTube videos are the most popular media among US children online, with 85% of those surveyed watching that content recently.

The top countries for endless scrolling

A semblance of normalcy will return in 2021 after a media-saturated 2020, fueled by the pandemic. But while media time will reset somewhat this year, digital’s influence will continue to grow.

On today's episode, we look at how awards shows are doing and hand out some pretend awards of our own: "Must-Pay-Attention-To Video Streaming Platform," "Traditional Media Dark Horse," "Standout Brand/Company/Advertiser of the Year," and more. Tune in to the discussion with eMarketer principal analysts at Insider Intelligence Jeremy Goldman, Nicole Perrin, Jillian Ryan, and Debra Aho Williamson.

In Japan, both TV and digital time spent will accelerate more than expected in 2020 thanks to the COVID-19 pandemic and resulting semi-lockdowns. However, the postponement of the Summer Olympics will limit the increase.

Asia-Pacific is home to some of the world's fastest-growing and most dynamic economies, but the current US-China trade war and other geopolitical factors are threatening the regions' economic vitality and are impacting digital ad spend.

Ad blocking and avoidance have their most immediate effects on publishers that miss out on ad revenues they would otherwise have received from serving content to ad blocking users. Ad avoidance is just one of the reasons the average non-walled-garden publisher is struggling with ad-based monetization, and alternative revenue strategies have been gaining importance in recent years.

Time spent with digital media in Canada has surpassed that of traditional media for the first time, and digital ad spending has finally caught up with the changing way in which Canadians are consuming media.

The appeal of traditional media with consumers in Germany is still strong compared with the rest of Europe, despite our estimates that time spent with media there will begin to plateau next year.

Consumers in the UK are barely increasing their time spent with media, and similar to the rest of the world, time spent with mobile becomes a major driver of digital growth.

Despite the rapid rise of digital, time spent with traditional media remains dominant in France. However, as consumers max out on how much they can multitask per day and reach a media saturation point, total time spent with media will likely plateau in the next several years.

eMarketer principal analyst Mark Dolliver and senior analyst Paul Briggs talk through the new eMarketer report collection: “Time Spent with Media 2019.” They cover trends in digital and traditional media usage across geographies, including digital video, TV, social platforms and mobile.