In 2023, on average and based on the aggregation of the consumption in 86 countries in the world, viewers devoted an average of 2 hours 21 minutes per day to television. That’s according to France’s “Glance” Global Audience & Content Evolution Report courtesy of Médiamétrie.
Stakeholders in the media industry are facing ever increasing competition along with the relentless march of “delineariation” and escalating economic pressure on viewers.
As the industry evolves, Glance highlights a noteworthy trend — Subscription Video-on-Demand streamer market shares are plateauing in mature markets like the United States due to a surge in the number of players.
The rising popularity of the advertising video-on-demand (AVOD) model is another factor.
“In a market under pressure, Glance identifies three levers for action for the different industry actors: creating innovative and profitable platforms, taking benefit of strong live audiences and attracting young audience,” says Glance SVP Frédéric Vaulpré. “Unquestionably, the platformization is accelerating. Everyone is a streamer now!”
Be it broadcasters or digital streamers, entities within the media sphere are safeguarding their market presence. Their strategy is to embrace live events such as sports and entertainment as valuable assets in maintaining relevance. Live sports have performed extremely well in the last months for broadcasters, reaching record ratings.
On a global scale, this includes the quarter final for the Rugby World Cup, which attracted 16.5 million viewers live on TF1 in France.
“Not surprisingly, streamers also want to leverage this sport asset and have signed sports IPs to secure regular appointment viewing for their subscribers, like Netflix with its recent WWE agreement,” Glance notes.
Meanwhile, young adults remain a key demographic for all media players seeking to capture and retain audience attention. For broadcasters, the survey shows that entertainment programs like reality shows efficiently attract YA audiences.
Entertainment formats remained diverse and vibrant, with adaptations of familiar formats like I Can See Your Voice and I’m A Celebrity… Get Me Out of Here still capturing audience attention across various markets.
