Media Consumption Seen As Peaking

Consumer media consumption continues to grow, but ad-supported media is losing ground, according to the 2025 edition of PQ Media's Global Consumer Media Usage Forecast.

Globally and in the U.S., time spent with all media—digital and non-digital—is increasing. In 2024, global media consumption rose 2.4% to 57.2 hours per week, up 11.1% from 51.5 hours in 2019. However, growth slowed sharply in 2023 post-COVID. PQ predicts a slight global decline of 0.3% to 57.0 hours weekly in 2025, the first drop since the Great Recession. In the U.S., the decline is steeper, with a 1.8% decrease to 79.6 hours weekly in 2025.

PQ attributes the 2025 decline to market saturation, as digital device penetration has peaked in major markets like the U.S. Media usage tends to rise in even-numbered years with federal elections and global events like the Olympics or FIFA World Cup, but 2025 lacks such drivers. Economic factors, including reduced discretionary spending due to inflation and potential tariff wars under the new Trump administration, are also expected to curb consumption. However, PQ forecasts a rebound in 2026, driven by major elections, the Winter Olympics in Italy, and the FIFA World Cup hosted by the U.S., Mexico, and Canada.

For advertisers, the outlook is challenging. The share of time spent with ad-supported media is projected to hit historic lows in 2025: 44.4% in the U.S. and 52.3% globally, as consumers increasingly favor non-ad-supported platforms.