France Time Spent With Media 2024

An Overall Media Reset Is Underway, but Digital’s Rise Continues

Report by Bill Fisher  | Jul 18, 2024

Time Spent With Media 2024

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How Consumers Spend Time With Media in 4 Countries

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Executive Summary
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Table of Contents
Executive Summary
Total media time is slowly declining, as digital’s rise can’t compensate for traditional’s decline
Total time spent will drop below the pre-pandemic peak for the first time in 2026
Digital became the majority share of time spent in 2022, and that share is growing
Total video time is falling as traditional TV loses its luster
Media Gallery
About This Report
Total media time spent is falling slowly in France—it won’t drop below pre-pandemic levels until 2026. Meanwhile, digital’s proportion of total media time is gaining as traditional media falls out of favor.
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Time Spent with Media
France
Table of Contents
Executive Summary
Total media time is slowly declining, as digital’s rise can’t compensate for traditional’s decline
Total time spent will drop below the pre-pandemic peak for the first time in 2026
Digital became the majority share of time spent in 2022, and that share is growing
Total video time is falling as traditional TV loses its luster
Media Gallery

The balance of time spent with media among adults in France is shifting increasingly toward digital. But traditional media time is declining faster than digital is replacing it, meaning a drop in overall media time through our forecast.

Key Question: As total media time declines, where should advertisers turn to find their audiences?

Time Spent With Digital Media Overtook Traditional in 2022, and the Gap Has Been Widening (average hrs:mins spent per day with media among adults in France, by format, 2020-2026)
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Key Stat: Digital media has risen steadily since the pandemic, while traditional media has declined more rapidly. Digital media time trailed traditional time in 2021, but digital will be 1 hour and 12 minutes (1:12) ahead by 2026.

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Table of Contents

  1. Executive Summary
  2. Total media time is slowly declining, as digital’s rise can’t compensate for traditional’s decline
  1. Total time spent will drop below the pre-pandemic peak for the first time in 2026
  2. Digital became the majority share of time spent in 2022, and that share is growing
  1. Total video time is falling as traditional TV loses its luster
  2. Media Gallery

Charts in This Report

Time Spent With Digital Media Overtook Traditional in 2022, and the Gap Has Been Widening (average hrs:mins spent per day with media among adults in France, by format, 2020-2026)Total Media Time Is Declining, but Will Only Drop Below Pre-Pandemic Levels by 2026 (average hrs:mins spent per day with total media among adults in France and % change, 2016-2026)
Digital Will Dominate Media Time in the UK and France but Lag in Germany This YearTotal Video Time Has Remained High in Germany Post-Pandemic, While France Is Seeing a Decline (average hrs:mins spent per day with total TV and digital video among adults in France and Germany, 2019-2026)
A Steady Decline in TV Viewing Time Is Not Being Made Up For by Digital Video Viewing (average hrs:mins spent per day with digital video and TV among adults in France, 2019-2026)

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authors

Bill Fisher

Contributors

Paul Briggs
Principal Analyst
Brian Lau
Forecasting Analyst