UK Time Spent With Media 2024

Total Media Time Is on the Decline, but Growth in Digital Video Continues

Report by Bill Fisher  | Jul 11, 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
As total media time declines, audiences are increasingly found in digital environments
Total time spent peaked in 2020
Digital continues to gain an increasing share of media time
Most video consumption is now digital video
Video is also having an impact on social media time
Media Gallery
About This Report
Total media time is on a steady slide in the UK. By 2026, it will drop to below 10 hours per day, the lowest level in a decade. Digital media—particularly digital and social video—is picking up some of the slack, but it won’t halt the decline.
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Time Spent with Media
UK
Table of Contents
Executive Summary
As total media time declines, audiences are increasingly found in digital environments
Total time spent peaked in 2020
Digital continues to gain an increasing share of media time
Most video consumption is now digital video
Video is also having an impact on social media time
Media Gallery

The media environment in the UK continues to evolve, and this increasingly means a consumer pivot to digital channels. But while digital video in particular is gaining significantly, overall time spent is in decline.

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

Digital Media Surpassed Traditional in Time Spent Back in 2019, and it Hasn't Been Close Since
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Key Stat: Just before the pandemic hit, digital accounted for 27 minutes more media time than traditional. But the gap has grown significantly, and digital will be almost 3 hours ahead by 2026.

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Table of Contents

  1. Executive Summary
  2. As total media time declines, audiences are increasingly found in digital environments
  3. Total time spent peaked in 2020
  1. Digital continues to gain an increasing share of media time
  2. Most video consumption is now digital video
  3. Video is also having an impact on social media time
  1. Media Gallery

Charts in This Report

Digital Media Surpassed Traditional in Time Spent Back in 2019, and it Hasn't Been Close SinceTotal Media Time Will Drop Below 10 Hours per Day by 2026—the Lowest Point in 10 Years
Digital Will Dominate Media Time in the UK and France but Lag in Germany This YearVideo Viewing Is Becoming Increasingly Digital, With the Tipping Point Coming in 2025
By Time Spent, TikTok Overtook Snapchat in 2020, Instagram in 2022, and Is Now Closing In on Facebook

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authors

Bill Fisher

Contributors

Paul Briggs
Principal Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Paul Verna
Principal Analyst