Global media consumption barely grew in 2025, but radio remained the world’s No. 2 media silo behind television, and PQ Media projects a 2.4% rebound in total consumer time spent with media in 2026, the firm said in its Global Consumer Media Usage Forecast 2026–2030.
PQ Media found overall usage rose just 0.3% in 2025 to an average 57.65 hours per week, a sharp slowdown from 2.1% growth in 2024. The deceleration was driven largely by the absence of major international sporting events and fewer federal elections in top markets; geopolitical tensions (Russia–Ukraine, Israel–Hamas, tariff disputes) helped sustain digital consumption, boosting online video, audio and podcasts.
Digital media’s share of total consumption climbed to 42.6% in 2025 (from 31.4% in 2020), and in 11 of the top 20 markets — including the U.S. — digital now accounts for more than half of media usage. Ad-supported media represented 52.7% of time spent globally in 2025, down from 55.5% in 2020.
Television remained the most-consumed platform at 27.74 hours per week; radio ranked second globally, ahead of video games, newspapers, film/home video and books. Among digital channels, mobile video posted the fastest growth (13.8%), while OTT video was the most-consumed digital channel at 9.50 hours per week.
PQ Media said AI has had only a minor effect on consumption so far, with AI-powered search sometimes shortening — not lengthening — time spent online. PQ Media CEO Patrick Quinn added that consumers reverted to familiar media habits amid economic and geopolitical uncertainty, using media as a form of catharsis.
Television remained the most-consumed platform at 27.74 hours per week; radio ranked second globally, ahead of video games, newspapers, film/home video and books. Among digital channels, mobile video posted the fastest growth (13.8%), while OTT video was the most-consumed digital channel at 9.50 hours per week.
PQ Media said AI has had only a minor effect on consumption so far, with AI-powered search sometimes shortening — not lengthening — time spent online. PQ Media CEO Patrick Quinn added that consumers reverted to familiar media habits amid economic and geopolitical uncertainty, using media as a form of catharsis.