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Along with average daily broadcast TV viewing time of 2:29—15 minutes above the regional average—traditional linear TV remained a cornerstone of media consumption in Romania. Video streaming service usage decreased 5.5 percentage points to 85.2%. Still, Romania's video streaming adoption remained in line with the regional average of 85.0%.

Low ownership rates of tablets and smart TVs—as well as declining desktop/laptop ownership—indicate that the smartphone will remain the primary device for digital media consumption in the near future. Ownership of wearable technology lagged in Indonesia. For both smart wristbands (5.3%) and smartwatches (16.0%), the country ranked last in the region. Malaysia.

Social networks will still play a huge role in adults’ daily media consumption. They will take up 17.9% of daily digital time and 11.4% of total media time in 2024. And, as referenced above, social video will account for 22.4% of time with digital video and 12.7% of total video time. Two years from now, these share figures will look largely the same.

The pandemic bump in media consumption has endured. Unlike France and the UK, which have seen steep declines in overall time spent with media since the pandemic peak, Germany's media consumption has remained fairly steady. It will drop by just 12 minutes between 2020 and 2026 and will remain higher than it was pre-pandemic. Traditional media still dominates, but digital media is catching up.

The new TV looks like YouTube: Forget old-school programming—YouTube’s Shorts, podcasts, and second-screen features are reshaping television into an interactive, on-demand experience powered by creators.

The future of Super Bowl advertising is multi-platform: Brands are investing in second-screen engagement and digital-first campaigns to maximize impact beyond the game.

No other major media platform comes close to this kind of skew. Executive Summary. Ad spending share is streaming toward connected TV (CTV) and away from traditional TV, but at different rates than viewers are. CTV ad spending has been booming, but not by nearly enough to keep up with increases in consumer time spent. Traditional TV, meanwhile, remains extremely popular—yet advertisers are fleeing.

Given video’s significant influence on total media consumption, that’s why we’re seeing a similar dip in overall time spent. Click here to view our forecasts for average time spent with TV and average time spent with digital video in France.

There was a 6.0% bump in 2020 and something of a hangover after that, as people’s media habits adapted to the conditions. However, this increase didn’t last. Time spent passed the 10:00 mark in 2016 and will fall below this threshold in 2026. UK consumers have pivoted quickly back to pre-pandemic behaviors.

Time spent with media across digital and traditional formats peaked last year. The 2024 GMI results showed a plateauing of consumption in the 11 media formats measured.

Saudi Arabia and the UAE have some of the most digitally engaged consumers in the world. Here’s how they stack up globally.

Media consumption patterns in Canada continue to change, making the audience a moving target. Adult media consumers in Canada are among the most engaged in the world. The country trails only the US in average daily time spent with media. Time spent with media in Canada is spread across a number of formats, both digital and traditional, and a range of devices.