Total media time spent is falling slowly in France鈥攊t won鈥檛 drop below pre-pandemic levels until 2026. Meanwhile, digital鈥檚 proportion of total media time is gaining as traditional media falls out of favor.
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鈥攑articularly digital and social video鈥攊s picking up some of the slack, but it won鈥檛 halt the decline.