Media consumption Lockdown’s attention boom
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The 20,000 Foot View: 2020 was a year like no other. With large swathes of the population confined to their homes for portions of the year, audiences had more time on their hands and more money in their pockets. These conditions created a boom in entertainment consumption, throwing up a mixture of intuitive trends and unexpected winners.
- Audiences filled most of their additional of time during lockdown consuming more entertainment. Overall media consumption time increased by between 2020 and 2020
- Video consumption increased most over lockdown, up to add average weekly hours
- Non-music audio added less time than video hours) but surged in relative terms thus increasing its share of media time, while music added half as much time
- Games was the second biggest gainer of time after video, growing by to add a whole weekly hour of time
- Audiobooks gained time by compared to for podcasts and just for streaming music
- Audiobooks and podcasts’ combined share of audio time increased by
- Music streamers spent lockdown looking to do something different with their extra spare time, increasing audiobook time more than music streaming
- Weekly radio listeners decreased their radio listening by shifting their behaviour both away from audio as a whole and to audiobooks
- Traditional TV viewing time was up hours, but
- audiences spent even more time watching on demand hours), resulting in traditional TV losing of video time
- Mobile gamers increased their average time gaming across all platforms by while computer and console gamers increased by just and respectively
- As life returns to some normality post-pandemic, the extra time and spend enabled by lockdown will recede. This coming ‘attention recession’ will affect all entertainment companies and may be compounded by an economic recession
Companies and brands mentioned in this report: Audible, Amazon, Amazon Music, Disney+, Instagram, Netflix, Spotify, TikTok, Twitch