Total media time is flattening out in the UK after the artificial bump brought about by the pandemic. Video consumption, though, via multiple platforms, is one area where marketers can count on continued consumer engagement.
Time spent with media will return to pre-pandemic levels by the end of our forecast. And while traditional media continues to cede to digital consumption, video underlies many of the changing media habits. Within this space, ad-supported options and social video are gaining ever-greater influence.
Key Question:How will changes in video consumption habits affect our time spent with media forecasts?
KEY STAT: Broadcaster video-on-demand (BVOD) and TikTok are seeing the biggest gains in time spent, as UK consumers pivot to ad-supported long-form video content and short-form social video.
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Table of Contents
Report Snapshot
Total time spent is declining and will reach pre-pandemic levels by 2025.
The digital divide is widening.
TV will reach a tipping point by the end of our forecast.
Long-form video has reached saturation.
“TV” is evolving, with digital platforms a key component.
The social landscape has been upended by video.
What does this mean for marketers in the UK?
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