Globally, digital media consumption has increased, including streaming, social networks, and video games. In contrast, traditional media consumption is declining. According to Accenture's study “Reinvent for growth in the Media Industry”, audiences for both free-to-air and paid TV dropped by 26% compared to the previous year, while subscriptions to VoD platforms grew by 57%.
The survey, which questioned 6,000 global consumers about their habits and preferences, also found growth in social media and video games consumption: social media usage increased by 52%, and video games by 50%. Accenture points out that these are media areas where traditional media companies have little or no presence.
Other elements diverging from traditional media and gaining public attention are content creators and user-generated content (UGC). These hold a position as prominent as traditional media. Among the surveyed consumers, 58% say that user-generated content is as entertaining as traditional media, and 8% believe they trust content creators as much as established media outlets.
Accenture links these figures to investments by big tech companies to diversify their revenue streams through streaming, gaming, cloud storage services, and free delivery, among others. The company projects that by 2030, consumer investment in these benefit plans will reach $3.5 billion and expects that big tech will grow twice as fast as traditional technology by 2025. In light of this, the multinational suggests that traditional media companies should invest in mergers with gaming studios, live sports programming, and acquiring a provider of connected TV operating systems.
Moreover, according to survey data, 47% of consumers increased their live sports content consumption this year, and they spend 53 minutes per day watching this content.
As the media landscape continues to evolve, traditional media companies face increasing pressure to adapt to shifting consumer preferences. The rapid growth of digital platforms, user-generated content, and new forms of entertainment highlights the need for traditional players to innovate and invest in areas outside their core offerings. To stay relevant and competitive, these companies must embrace change, explore strategic partnerships, and expand their presence in emerging digital spaces. Failure to do so may result in losing their audience to more agile and digitally savvy competitors, underscoring the urgency for transformation in an industry that is no longer bound by traditional boundaries.