2024年09月26日更新【Attest】2024年美國(guó)媒體使用報(bào)告

2024

USmediaconsumptionreport

TV,audio,print,digital,andsocialmediatrends

Introduction

P

lanningyourmediastrategyfortheyearahead?Wonderingwhereyou’llfindyouraudience?Attest’sMediaconsumption

reportaimstogiveyouanswers,providingthreeyearsofdataacrosssocialmedia,TV,audio,printanddigitalmedia.

Wehighlightthetrendsyouneedtoknow,lookingatyear-on-yearconsumptionacrossdifferentdemographics.FromwhichsocialmediaplatformisthebestplacetofindGenZ,towho’swatchingthemostTV,you’llgetinsightthatwillhelpyoudecidewheretospendyouradvertisingbudget.

Sample

ThedatainthisreportcomesfromatrackersurveyconductedinMarch/AprilannuallyontheAttestplatform.Thesampleincludes1,000nationallyrepresentativeUSworkingageconsumers.

Contents

03/

08/

12/

16/

TVtrends

Audiotrends

Socialmediatrends

Printanddigitalmediatrends

60.7%

2024

63.1%

2023

63.8%

2022

USconsumerswatchingTVfor3+hoursperday

TVtrends

(Most)consumersarespendinglesstimewatchingTV

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

Extrainsight

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

46.9%

2024

48.2%

2023

45.9%

2022

USconsumerswatchingliveTVfor1+hourperday

LiveTVbouncebackwasshortlived

ConsumershavebeendriftingawayfromliveTVforawhile,withgrowingpercentagesnotwatchinganyatall.Andwhilelastyearbuckedthetrend,thisyear,thenumberofAmericanswhodon’twatchliveTVhasrisenby+4.1percentagepointsto24.3%.

Consumersaged35-44aremostlikelytohaveabandonedliveTV:aquarterdon’twatchany,whichisanincreaseof+14.5pp.

Extrainsight

Consumersaged25-34watchliveTVfortwiceaslongastheiryoungercounterparts:25.5%watch2+hoursaday,versus11.9%ofthoseaged18-24.

61.8%

2024

71.7%

2023

71.2%

2022

USconsumerswatchingNetflixatleastonceaweek

CrackdownonpasswordsharingdentsNetflixviewernumbers

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

Extrainsight

Consumersagedunder35areNetflix’sbiggestusergroup:around75%usethestreamingplatformweekly.

31.0%

2024

38.2%

2023

32.5%

2022

USconsumerswatchingDisney+atleastonceaweek

MillennialsdefectfromDisney+

Disney+hikedthecostofitsad-freeplanby$3inOctober2023.Themoveappearstohaveledtoalossofviewers,witha-7.2percentagepointdeclineinAmericansaccessingtheplatformatleastonceaweek(to31.0%).SimilartothelossesseenatNetflix,it’sMillennialswhohavedefected:thepercentageofconsumersaged28-43whowatchDisney+hasdroppedby-13.5ppto38.5%.

Extrainsight

Disney+remainsAmerica’sfourthmostpopularTVstreamer,behindNetflix,HuluandAmazonPrime.

4%

USconsumerswatchingYouTubeTVatleastonceaweek

FewerAmericansaretuningintoYouTubeTV

YouTubeTVenjoyedaboostinuserslastyear,butin2024,viewernumbershaveslippedbackdown.ThepercentageofconsumersusingtheliveTVstreamingserviceweeklyhasdeclinedby-8.1percentagepointsto17.3%.ItremainsmostpopularwithaMillennialaudience,despitethelossesoccurringinthisdemographic.

Extrainsight

InlinewiththedownwardtrendinliveTVviewing,fellow‘cordcutting’serviceSlingalsosuffereda-7.9pplossto4.1%.

2022

15.7%

2023

25.

2024

17.3%

36.4%

2024

44.5%

2023

39.3%

2022

USconsumersstreamingmusicdaily

Audiotrends

Americansaren’tstreamingmusicasfrequently

Musicstreaminghasbeenonanupwardtrajectorysincewestartedtrackingit,butthisyearit’stakenadip.ThepercentageofUSconsumerswholistentostreamedmusicdailyhasdecreasedby-8.1percentagepointsto36.4%.Meanwhile,thepercentagewhosaytheyneverlistentostreamedmusichasincreasedby+6percentagepointsto18.9%.

Extrainsight

Americansundertheageof35aremorelikelytolistentostreamedmusiconadailybasisthantheyaretotheradio.

19.7%

2024

29.1%

2023

15.5%

2022

USconsumersregularlyusingAppleMusic

AppleMusicseesdeclineinregularusers

AppleMusicisfeelingthestingfromthedownwardtrendinstreamingmusic.Justasitwasstartingtomakegains,theplatformhassuffereda-9.4percentagepointdeclineinregularusersto19.7%.It’sthebiggestlossamongaslewoflossesformusicstreamers,andputsAppleMusicbackbehindAmazonMusic(22.6%).YouTubeMusicandSpotifyremainneck-and-neckatthetop.

Extrainsight

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

32.4%

2024

37.0%

2023

35.4%

2022

USconsumerslisteningtotheradiodaily

Radiolisteningisbecominglesspopular

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

Extrainsight

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

38.8%

2024

41.3%

2023

33.7%

2022

USconsumerslisteningtopodcastsweekly

Podcastgrowthmakesau-turn

Thepercentageofconsumerslisteningtopodcastshitahighlastyear,but2024failstodeliveranygrowthforthemedium.Justunder39%ofAmericanslistentopodcastsweekly,whichisa-2.5percentagepointdecline.However,whileconsumersaged

between35-54havereducedtheirlisteningfrequency,thoseaged25-34haveincreasedit.

Extrainsight

Consumersaged25-34arethebiggestconsumersofpodcasts:24.2%listendailyandtheirfavoritegenresarecomedyandsport.

41.4%

2024

46.3%

2023

48.3%

2022

USconsumersspending2+hoursperdayonsocialmedia

Socialmediatrends

Middleagedconsumersarespendinglesstimeonsocialmedia

Consumersaged35-44arereducingtheamountoftimetheyspendonsocialmedia:lastyear45.0%spentmorethantwohoursperdayonsocialmediabutthathasfallen-10.5percentagepointsto34.5%.Thesametrendisseenamongconsumersaged45-54,followinga-5.1percentagepointdecline,only28.7%scrollforinexcessoftwohoursdaily.

Extrainsight

GenZspendthemosttimeonsocialmedia:31.3%spend3-4hoursdaily,20.7%spend1-2hoursand15.3%spenda

whopping5-6hours.

19.9%

2024

27.8%

2023

20.7%

2022

USconsumersusingSnapchatdaily

YoungconsumersareusingSnapchatlessfrequently

Snapchathassuffereda-7.9percentagepointlossindailyUSusers,to19.9%.Theplatformhasbecomenotablylessappealingtousersaged18-24:lastyear,halfofthisagegroupusedSnapchateveryday,butthatfigurehasfallenby-17.7percentagepointsto31.3%.ItmeanstheplatformisnowonlymarginallymorepopularwiththisagegroupthanFacebook(27.1%useitdaily).

Extrainsight

YouTubehasthehighestusageamongconsumersaged18-24:60.4%useitdaily,althoughthisisaslightcontractiononlastyear.

25.4%

2024

31.7%

2023

23.6%

2022

USconsumersusingTikTokdaily

TikToklosestractionwithGenZ

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

Extrainsight

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

20.2%

2024

23.3%

2023

18.8%

2022

USconsumersvisitingXdaily

Twitter’sXrebrandhasdrivenconsumersaway

ThenumberofUSconsumerswhoneveruseX(formerlyknownasTwitter)hasincreasedby+7.7percentagepointsto49.9%sincelastyear.Atthesametime,dailyusershiphasdecreasedfrom23.3%to20.2%.Abandonmentoftheplatformhasoccurredamongconsumersaged35+.

Extrainsight

Xismostpopularwithconsumersaged25-34:nearly26%useitdaily,whileafurtherquarteruseitweekly.

29.8%

2024

35.7%

2023

23.3%

2022

USconsumerswithadigitalcontentsubscription

Printanddigitalmediatrends

Consumersarecuttingbackondigitalcontentsubscriptions

Digitalcontentsubscriptionshaveexperienceda-5.9percentagepointdeclinein2024to29.8%.Consumersaged35-44havecutbackthemost(-20ppto31.2%).However,losseshavebeenoffsetbygainsfromconsumersaged18-24.GenZhasbuckedthetrendbyincreasingtheirsubscriptionstodigitalcontentby+17.2percentagepointsto50.3%.

Extrainsight

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

23.5%

2024

34.0%

2023

26.0%

2022

USconsumersreadingprintednewspapersweekly

OlderMillennialshaveabandonedprintednewspapers

Weeklyreadershipofprintednewspapershasdecreasedby-10.5percentagepointsto23.5%.Thedeclineisdrivenbyconsumersinthe35-44agebracket,wheretherehasbeenahugedeclineof

-31.2percentagepointsto21.1%.Thisagegroupwerethebiggestconsumersofphysicalnewspapersbuthavenowbeenovertakenbyyoungerconsumers.

Extrainsight

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

25.5%

2024

29.6%

2023

26.0%

2022

USconsumersreadingdigitalnewsdaily

Americanshavereducedtheirconsumptionofdigitalnews

Consumersareaccessingdigitalnewslessregularly.There’sbeena-4.1percentagepointdeclineinconsumersreadingdigitalnewsdaily(to25.5