Global consumer media usage increased by 2.4% in 2024, reaching an average of 57.2 hours per person per week, driven by high-profile global events including the Summer Olympics in Paris and pivotal national elections across major markets. However, new projections indicate that 2025 will see the first decline in media consumption since the global recession of 2009.
According to the Global Consumer Media Usage Forecast by PQ Media, this anticipated 0.3% drop in 2025 signals a shift in the post-pandemic media landscape. Several factors are contributing to this downturn: a saturated market for digital devices, rising consumer fatigue, tightened discretionary spending due to persistent inflation, and the absence of major recurring events that previously spiked engagement.
Despite the overall increase in 2024, the report signals a plateau forming across key media channels. While linear TV remains the most consumed platform globally—averaging 28.07 hours per week—it continues to lose share to digital formats. Digital media consumption grew by 9.4% and now accounts for 39.7% of total media time, up from 37.3% the year prior. In some leading markets, such as Spain, digital now represents over half of total media use.
The most significant growth within digital media came from mobile video, which surged 16.7% in 2024. Podcasts, OTT video, and digital audio streaming also saw strong gains, reflecting evolving consumer preferences for on-demand and mobile-first content.
Interestingly, traditional media formats showed modest growth as well—by 0.5%—marking the first uptick since 2017. This was largely attributed to record political ad spending across 15 of the top 20 global markets and strong live sports viewership tied to the Olympics.
Looking ahead, media consumption is expected to bounce back slightly in 2026, bolstered by events like the Winter Olympics in Milan and the FIFA World Cup. But the broader trend suggests a stabilizing, if not gradually declining, global media environment.
The report also introduces the concept of the "ai-Gen," defined as those born between 2025 and 2039. This generation is expected to engage with artificial intelligence-integrated devices from birth, potentially redefining how media is created, delivered, and consumed in the coming decades.
For media companies, brands, and marketers, the data signals a need to recalibrate strategies. Growth opportunities remain in digital channels, but the era of rapid expansion appears to be slowing. As audience behaviors normalize post-pandemic and economic pressures reshape global spending habits, stakeholders will need to focus on retention, personalization, and innovation to maintain relevance and engagement.