If you were to glance in the rearview mirror of content consumption, you’d see a stack of newspapers and antenna radios. That’s because the tipping point for content has, well, tipped—and it’s time our industry acknowledges that the shift has already happened.
So, where is media content being consumed now? The 14th annual Global Media Intelligence (GMI) Report examined consumption trends across 49 countries. The report found a decline in the 11 media categories measured for time spent except for mobile devices, which maintained their engagement level. Here’s where consumers are increasingly turning for content:
- Smart TV ownership has increased in most regions and countries: Most TVs come with built-in internet connectivity, meaning the quality of advertising has increased on the largest screen in homes.
- Gen Z has embraced influencer content: Gen Z respondents showed heavier interest in influencer content than any other age group, including following influencer videos and influencers on paid platforms.
- Smart device ownership is higher in wealthier countries: Report rankings versus GDP-per-capita data from the International Monetary Fund (IMF) found clear associations between device ownership and relative wealth, especially for nice-to-have and nonessential devices.
Media companies that want to thrive in this new normal for content consumption must look at how they use technology, data, and analytics to engage audiences, strengthen decision-making, and future-proof their business. By leveraging AI, companies can begin to understand their data and surface insights in a meaningful way to help with content creation and drive new methods to optimize revenue.
Content and advertising share a symbiotic relationship: content attracts viewership, while advertising funds content creation. Success today means using technology to understand how audiences engage with content—through the lens of today’s fragmented, on-demand consumption habits. If you’re not connecting effectively with your audience, your advertising value erodes quickly.
Media has become more fragmented, and the number of options continues to grow exponentially. Content consumption has changed. If media companies don’t evolve to meet audiences where they are, those audiences will simply move on to companies that do.
Consider a consulting partner like Palladin Technologies to guide you through every phase of your content strategy. We’ve grown with the industry’s transformations and are equipped to help you navigate them. Because if you’re not investing in the tools and technologies that power the content today’s consumers demand, your audience—and your revenue—will be left behind in the rearview mirror too.
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Chief Sales Officer
Jonathon Millman is the Chief Sales Officer at Palladin Technologies, bringing over a decade of leadership experience in consulting, media, and entertainment. At Palladin, Jonathon leverages his wealth of experience to spearhead strategic initiatives aimed at expanding the company’s footprint. His deep understanding of industry trends, coupled with his passion for innovation, is instrumental in driving Palladin Technologies toward new heights of success. Before joining Palladin, Jonathon was Founder and CEO of Shift CRM (Acquired by Silverline), which earned the prestigious Salesforce Partner Innovation Award in Media and Communications for its groundbreaking work with Warner Media Group. Moreover, Millman and his team played a pivotal role in shaping the development of Salesforce’s Media Cloud through their close collaboration with the platform’s product teams.
