In a digital world, arguably the two biggest media activities are consuming linear TV and networking or messaying on social media platforms.
Research from Global Web Index shows that since 2012, time devoted to linear TV has remained largely stable, albeit with a gentle downward trend present over the last couple of years. In contrast, average time spent on social networking and messaging has remained on a firm upward trajectory – with this activity now capturing almost 25 more minutes per day than it did in 2012.
While linear TV is not being abandoned, and while TV as a whole is still the dominant media activity once online consumption is factored in too, it’s not hard to see how networking will eventually overtake linear TV should current patterns remain unchanged.
The transition took place among the trend-setting 16-24s some time ago. With each year that passes, social networking/messaging is opening up a stronger lead over linear TV. In this context, it’s obvious why various sports and media providers have been keen to strike deals with the leading networks – which are now key to how younger groups consume content.
