As part of our Media the Way It Should Be® mantra, Media Bridge is keeping a close watch on Americans’ changing media habits in the stay@home Covid-19 world. As we see new data from various media and research organizations, we’ll synthesize it here to help you make smart, informed media-buying decisions.
Overall Media Consumption by Generation
A fascinating new study by Global Web Index surveyed 4,000 people (16-64) in the U.S. and U.K. to measure how different generations are consuming media differently during the pandemic. In general, all media consumption is up, but while younger generations are mostly increasing their gaming and TV streaming, older generations are focused on broadcast TV.
Since the start of the pandemic:
- 51% are doing more gaming
- 24% are watching more broadcast TV
- 17% are listening to more radio
- 28% are listening to more music streaming
- 38% are watching more online TV/streaming
- 11% are listening to more podcasts
Gen Y (Millennials)
- 31% are doing more gaming
- 35% are watching more broadcast TV • 26% are listening to more radio
- 35% are listening to more music streaming
- 41% are watching more online TV/streaming
- 20% are listening to more podcasts
- 19% are doing more gaming
- 45% are watching more broadcast TV
- 38% are listening to more radio
- 27% are listening to more music streaming
- 38% are watching more online TV/streaming
- 10% are listening to more podcasts
- 10% are doing more gaming
- 42% are watching more broadcast TV
- 15% are listening to more radio
- 12% are listening to more music streaming
- 21% are watching more online TV/streaming
- 4% are listening to more podcasts
Streaming/Connected TV/OTT (Over the Top)
The overall winner in our evolving media age is clearly streaming television, which includes OTT and Connected TV. As our own Marketing Manager, Nate Reinhart wrote in an excellent recent blog post:
“OTT refers to TV content that is accessed through internet/streaming, rather than through a cable box or broadcast signal. If media is NOT being consumed by way of the internet, it is NOT OTT. There needs to be a streaming device such as an Amazon Fire stick, Google Chromecast, AppleTV, Roku, Playstation/Xbox, etc. Most new TVs now have streaming capabilities built in, so the need for a third-party device to view this content is often no longer necessary, which essentially means most U.S. households have some way of experiencing OTT.”
According to SpotX, streaming TV viewership is up every single hour of the day. Comparing March 12-18, 2020 to the previous week, average viewership increased by approximately 13%. Streaming boxes and sticks made up 56% of OTT streaming hours in March. Connected TVs accounted for 32%.
Additional research from Comscore highlights the growth of streaming and the breakdown of the most popular services.
A Comscore sampling of top markets (New York, Dallas, Atlanta, Minneapolis, Sacramento and Indianapolis) for the week of March 16 provides more evidence of America’s dramatic jump in TV viewership.
- Data year-over-year shows significant increases in viewership throughout early morning and daytime parts.
- The biggest jump occurred in households with adults18-34 & 35-54 years of age, and in households with incomes over$75,000.
An April 2020 report from media and entertainment company Entercom yielded some interesting findings on radio/audio listenership:
- 83% of adults 18+ say they listen to as much or more radio since the crisis began.
- Younger audiences outpace older ones in spending more time listening to the radio (64% of those 18-24).
- 72% say local hosts make them feel more informed during the crisis, and 74% say they turn to local hosts to learn where to shop and which stores are open.
- 78% of listeners say radio helps them deal with the crisis.
- People are consuming audio in new ways: 32% say they now listen to podcasts, 30% to streaming audio.
Social media’s rising star during the pandemic is clearly TikTok. (BTW, if you want to become a Master of TikTok, we’ve launched a series of training courses led by our Marketing Director Giselle Ugarte, and you can get on the exclusive waiting list here.)
An article from Music Business Worldwide stated that according to a study taken from March 16-22:
- TikTok saw an 18% increase in downloads: 2 million from the previous week’s 1.7 million.
- The app also saw a 27% increase in the first 23 days of March compared to February, with 6.2 million downloads.
- For the week of March 16, TikTok’s gross U.S. revenue (user spending) was $1.1 million, up 34% from the previous week’s gross revenue of $822,000.
- Gross revenue in the U.S. for March 1-23 was $2.9 million, up 21% compared to the prior 23-day period.
Outdoor/Out of Home (OOH)
While OOH exposure is naturally down during stay-at-home orders, it’s also important to note that in states like Minnesota, 78% of jobs are in critical industries. While road traffic is down, it’s also relatively stable, as people still need to drive to work, purchase necessities, shop to support their local businesses, and generally get out of the house for awhile. So advertisers who used to rely on places like airports for foot traffic can still make an impact by pivoting to street-level signage and billboards in locations less affected by the reduction in car traffic.
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Look for additional updates as more information becomes available. Media Bridge will always do our best to deliver More Bang for Your Media Buck!