Attest：2024年美國媒體使用報(bào)告

2024

USmedia

consumptionreport

TV,audio,print,digital,andsocialmediatrends

Atest

Introduction

P

lanningyourmediastrategyfortheyear

whereyou’llfindyouraudience?Attest’s

ahead?WonderingMediaconsumption

reportaimstogiveyouanswers,providingthreeyearsofdataacrosssocialmedia,TV,audio,printanddigitalmedia.

Wehighlightthetrendsyouneedtoknow,lookingatyear-on-

yearconsumptionacrossdifferentdemographics.Fromwhich

socialmediaplatformisthebestplacetofindGenZ,towho’s

watchingthemostTV,you’llgetinsightthatwillhelpyoudecidewheretospendyouradvertisingbudget.

Sample

Thedatainthisreportcomesfromatrackersurvey

conductedinMarch/AprilannuallyontheAttestplatform.Thesampleincludes1,000nationallyrepresentativeUSworkingageconsumers.

Contents

03/TVtrends

08/Audiotrends

12/Socialmediatrends

16/Printanddigitalmediatrends

TVtrends

(Most)consumersarespendinglesstimewatchingTV

TheamountofTVthatAmericanswatchisdeclining.Since2022,thepercentageofpeoplewatchingTVofanytypeformorethanthreehoursadayhasdroppedby-3.1percentagepointsto60.7%.Allagegroupshavecutbackonlongdailyviewingsessionsof5+hoursapartfromconsumersaged25-34whohaveincreasedthemby+7.3percentagepointsto29.6%.

Extrainsight

Consumersaged55-64watchthemostTV:athirdwatchmorethanfivehoursperday,althoughthisisadeclineof-6.8pponlastyear.

USconsumerswatchingTVfor3+hoursperday

2022

2023

2024

63.8%

63.1%

60.7%

LiveTVbouncebackwasshortlived

ConsumershavebeendriftingawayfromliveTVforawhile,

withgrowingpercentagesnotwatchinganyatall.Andwhilelastyearbuckedthetrend,thisyear,thenumberofAmericanswho

don’twatchliveTVhasrisenby+4.1percentagepointsto24.3%.Consumersaged35-44aremostlikelytohaveabandonedliveTV:aquarterdon’twatchany,whichisanincreaseof+14.5pp.

Extrainsight

Consumersaged25-34watchliveTVfortwiceaslongastheiryoungercounterparts:25.5%watch2+hoursaday,versus

11.9%ofthoseaged18-24.

USconsumerswatchingliveTVfor1+hourperday

45.9%

2022

48.2%

2023

46.9%

2024

CrackdownonpasswordsharingdentsNetflixviewernumbers

SinceNetflixgottoughonpasswordsharingandscrappedits

Basicad-freetierfewerAmericansareregularlyaccessingthe

platform.ThenumberofconsumerswhowatchNetflixatleast

onceaweekhasdeclinedby-9.9percentagepointsto61.8%.Thislosshasoccurredacrossallagegroups,withthedeepestlossfeltinthe35-44agegroup(-13.3ppto64.0%).

Extrainsight

Consumersagedunder35areNetflix’sbiggestusergroup:around75%usethestreamingplatformweekly.

USconsumerswatchingNetflixatleastonceaweek

2022

2023

2024

71.2%

71.7%

61.8%

MillennialsdefectfromDisney+

Disney+hikedthecostofitsad-freeplanby$3inOctober2023.Themoveappearstohaveledtoalossofviewers,witha-7.2

percentagepointdeclineinAmericansaccessingtheplatformatleastonceaweek(to31.0%).SimilartothelossesseenatNetflix,it’sMillennialswhohavedefected:thepercentageofconsumersaged28-43whowatchDisney+hasdroppedby-13.5ppto38.5%.

Extrainsight

Disney+remainsAmerica’sfourthmostpopularTVstreamer,behindNetflix,HuluandAmazonPrime.

USconsumerswatchingDisney+atleastonceaweek

2022

2023

2024

32.5%

38.2%

31.0%

FewerAmericansaretuningintoYouTubeTV

YouTubeTVenjoyedaboostinuserslastyear,butin2024,viewernumbershaveslippedbackdown.Thepercentageofconsumers

usingtheliveTVstreamingserviceweeklyhasdeclinedby-8.1

percentagepointsto17.3%.ItremainsmostpopularwithaMillennialaudience,despitethelossesoccurringinthisdemographic.

Extrainsight

InlinewiththedownwardtrendinliveTVviewing,fellow

‘cordcutting’serviceSlingalsosuffereda-7.9pplossto4.1%.

USconsumerswatchingYouTubeTVatleastonceaweek

2022

2023

2024

15.7%

25.4%

17.3%

Audiotrends

Americansaren’tstreamingmusicasfrequently

Musicstreaminghasbeenonanupwardtrajectorysincewe

startedtrackingit,butthisyearit’stakenadip.ThepercentageofUSconsumerswholistentostreamedmusicdailyhas

decreasedby-8.1percentagepointsto36.4%.Meanwhile,thepercentagewhosaytheyneverlistentostreamedmusichasincreasedby+6percentagepointsto18.9%.

Extrainsight

Americansundertheageof35aremorelikelytolistentostreamedmusiconadailybasisthantheyaretotheradio.

USconsumersstreamingmusicdaily

2022

2023

2024

39.3%

44.5%

36.4%

AppleMusicseesdeclineinregularusers

AppleMusicisfeelingthestingfromthedownwardtrendin

streamingmusic.Justasitwasstartingtomakegains,the

platformhassuffereda-9.4percentagepointdeclineinregularusersto19.7%.It’sthebiggestlossamongaslewoflossesfor

musicstreamers,andputsAppleMusicbackbehindAmazon

Music(22.6%).YouTubeMusicandSpotifyremainneck-and-neckatthetop.

Extrainsight

AppleMusic’score18-24-year-olddemographicremainsloyal,withnochangeinthe34.7%whouseitregularly.

USconsumersregularlyusingAppleMusic

202215.5%

202329.1%

202419.7%

Radiolisteningisbecominglesspopular

Radiohashelditsownduringtheriseofthemusicstreamersbutcoulditsstarfinallybeonthewane?In2024,dailyradiolisteninghasdeclinedby-4.6ppto32.4%.Whilethemediumisstillgoingstrongwitholderdemographics,aquarterofconsumersaged18-24saytheyneverlistentotheradioandonly16.3%listendaily.

Extrainsight

Americansaged45-54arethebiggestradiofans:43.1%listendailyand26.3%listenseveraltimesaweek.

USconsumerslisteningtotheradiodaily

202235.4%

202337.0%

202432.4%

Podcastgrowthmakesau-turn

Thepercentageofconsumerslisteningtopodcastshitahigh

lastyear,but2024failstodeliveranygrowthforthemedium.

Justunder39%ofAmericanslistentopodcastsweekly,whichisa-2.5percentagepointdecline.However,whileconsumersagedbetween35-54havereducedtheirlisteningfrequency,thoseaged25-34haveincreasedit.

Extrainsight

Consumersaged25-34arethebiggestconsumersof

podcasts:24.2%listendailyandtheirfavoritegenresarecomedyandsport.

USconsumerslisteningtopodcastsweekly

2022

2023

2024

33.7%

41.3%

38.8%

Socialmediatrends

Middleagedconsumersarespendinglesstimeonsocialmedia

Consumersaged35-44arereducingtheamountoftimetheyspendonsocialmedia:lastyear45.0%spentmorethantwohoursperdayonsocialmediabutthathasfallen-10.5percentagepointsto34.5%.Thesame

trendisseenamongconsumersaged45-54,followinga-5.1percentagepointdecline,only28.7%scrollforinexcessoftwohoursdaily.

Extrainsight

GenZspendthemosttimeonsocialmedia:31.3%spend3-4hoursdaily,20.7%spend1-2hoursand15.3%spendawhopping5-6hours.

USconsumersspending2+hoursperdayonsocialmedia

2022

2023

2024

48.3%

46.3%

41.4%

YoungconsumersareusingSnapchatlessfrequently

Snapchathassuffereda-7.9percentagepointlossindailyUS

users,to19.9%.Theplatformhasbecomenotablylessappealingtousersaged18-24:lastyear,halfofthisagegroupusedSnapchateveryday,butthatfigurehasfallenby-17.7percentagepointsto31.3%.ItmeanstheplatformisnowonlymarginallymorepopularwiththisagegroupthanFacebook(27.1%useitdaily).

Extrainsight

YouTubehasthehighestusageamongconsumersaged18-24:

60.4%useitdaily,althoughthisisaslightcontractiononlastyear.

USconsumersusingSnapchatdaily

2022

2023

2024

20.7%

27.8%

19.9%

TikToklosestractionwithGenZ

IfyouwerethinkingthatfallingnumbersofGenZonSnapchatwasdowntoamigrationtoTikTok,you’dbewrong.Consumersaged18-24arealsoreducingtheiruseofTikTok:thepercentagewhouseitdailyhasdeclinedby-9.3percentagepoints.However,thisfigurestillstandsat47.2%,meaningGenZremainsthe

platform’sbiggestaudience.

Extrainsight

TikTokistrendingdowningeneral,withan+8.8ppincreaseinnon-usersto43.4%,perhapsasaresultoftheplatform’suncertainfutureintheUS?

USconsumersusingTikTokdaily

2022

2023

2024

23.6%

31.7%

25.4%

Twitter’sXrebrandhasdrivenconsumersaway

ThenumberofUSconsumerswhoneveruseX(formerlyknown

asTwitter)hasincreasedby+7.7percentagepointsto49.9%sincelastyear.Atthesametime,dailyusershiphasdecreasedfrom

23.3%to20.2%.Abandonmentoftheplatformhasoccurredamongconsumersaged35+.

Extrainsight

Xismostpopularwithconsumersaged25-34:nearly26%useitdaily,whileafurtherquarteruseitweekly.

USconsumersvisitingXdaily

18.8%

2022

23.3%

2023

20.2%

2024

Printanddigitalmediatrends

Consumersarecuttingbackondigitalcontentsubscriptions

Digitalcontentsubscriptionshaveexperienceda-5.9percentagepointdeclinein2024to29.8%.Consumersaged35-44havecutbackthe

most(-20ppto31.2%).However,losseshavebeenoffsetbygainsfromconsumersaged18-24.GenZhasbuckedthetrendbyincreasingtheirsubscriptionstodigitalcontentby+17.2percentagepointsto50.3%.

Extrainsight

Consumersaged25-34aremostlikelytohaveasubscriptiontoaprintedpublication:25.6%haveone(including19.2%whohavebothaprintanddigitalsubscription).

USconsumerswithadigitalcontentsubscription

2022

2023

2024

23.3%

35.7%

29.8%

OlderMillennialshaveabandonedprintednewspapers

Weeklyreadershipofprintednewspapershasdecreasedby-10.5percentagepointsto23.5%.Thedeclineisdrivenbyconsumersinthe35-44agebracket,wheretherehasbeenahugedeclineof-31.2percentagepointsto21.1%.Thisagegroupwerethebiggestconsumersofphysicalnewspapersbuthavenowbeenovertakenbyyoungerconsumers.

Extrainsight

Consumersaged25-34arethebiggestconsumersofprintednews:32.4%readanewspaperweekly,including7.8%who

readonedaily.

N

N飛

USconsumersreadingprintednewspapersweekly

202226.0%

202334.0%

202423.5%

Americanshavereducedtheirconsumptionofdigitalnews

Consumersareaccessingdigitalnewslessregularly.There’sbeena-4.1percentagepointdeclineinconsumersreadingdigitalnewsdaily(to25.5%).Thedeepestlossesareseenamongthe35-44agegroup:their