This collection of data includes the following indicators, dates, and sources:


ownership vs. access ($ millions), 2009-2019, McKinsey

total media consumption CAGR, 2010-2015, Zenith

total media consumption min/day, 2010/2015-2018, Zenith

total internet consump min/day, 2015/2018, Zenith

mobile internet consump min/day, 2016, Zenith

all other (besides mobile internet) media consump % change, 2016, Zenith

desktop internet consump min/day, 2010/2014/2016, Zenith

traditional cinema consump % change, 2016, Zenith

traditional outdoor consump % change, 2016, Zenith

traditional television consump min/day, % of consump, % change, 2015/2016/2018, Zenith

traditional radio consump % change, 2016, Zenith

Traditional newspapers consump, % change, 2016, Zenith

traditional magazines consump % change, 2016, Zenith

consumer spending, billions, 2020, Activate

digital video streaming

consumer ebooks

digital music streaming

digital newspapers


digital magazines


all digital media time/day, 2012-2018, eMarketer

all mobile (nonvoice) media time/day, 2012-2018, eMarketer

mobile radio time/day, 2012-2018, eMarketer

mobile social networks time/day, 2012-2018, eMarketer

mobile video time/day, 2012-2018, eMarketer

mobile other media time/day, 2012-2018, eMarketer

all desk/lap-top media time/day, 2012-2018, eMarketer

desk/lap-top video time/day, 2012-2018, eMarketer

desk/lap-top social media time/day, 2012-2018, eMarketer

desk/lap-top radio time/day, 2012-2018, eMarketer

desk/lap-top other media time/day, 2012-2018, eMarketer

other connected devices time/day, 2012-2018, eMarketer

non-digital TV time/day, 2012-2018, eMarketer

non-digital radio time/day, 2012-2018, eMarketer

non-digital print media time/day, 2012-2018, eMarketer

non-digital newspapers time/day, 2012-2018, eMarketer

non-digital other media time/day, 2012-2018, eMarketer

all digital and non-digital media total time/day, 2012-2018, eMarketer


gaming hours/day and CAGR, 2015/2020, Activate

messaging hours/day and CAGR, 2015/2020, Activate

social media hours/day and CAGR, 2015/2020, Activate

audio hours/day and CAGR, 2015/2020, Activate

video hours/day and CAGR, 2015/2020, Activate


subscription video on demand, subscribers by number of services, 2016-2020, Activate

music revenues by sale type, $ and CAGR, 2006-2016, Activate

music streaming revenue, ads vs. paid subscriptions, 2013-2020, Activate

smart speakers household penetration, millions, 2015-2020, Activate

aggregate media spending CAGR, 2016-2020, Activate

internet advertising

internet access

out-of-home advertising

video games


tv advertising


book publishing



tv & video

magazine publishing

newspaper publishing

internet users % of population, 2000-2014, ITU

broadband subscriptions, 2000-2015, ITU

wired-line vs. wireless users, 2000-2014, Activate

In addition to these data sets, I’ve also noted a large set of VR predictions by Jesse Schell.


General Media Consumption

McKinsey publishes an annual global media spending/revenues report examining the last five years of historic data and forecasting trends for the next five years. The most recent report includes the following ownership vs. access chart:


Note: Ownership consists of home video physical sales, physical recorded music sales and recorded music digital downloads. Access consists of OTT digital

video, recorded music digital subscriptions and recorded music ad-supported digital streaming.


McKinsey&Company. July 2016.

Global Media Report 2015: Global Industry Overview.” P.21.


McKinsey & Company, Wilkofsky Gruen Associates

Older McKinsey reports are available, which offer some older, historic data points. For example, the 2014-2018 Outlook includes some historic data going back to 2013.


Zenith (part of Publicis Media) is a marking consulting firm. It’s annual, global survey (two years running), “Media Consumption Forecasts,” estimates recent, current, and near-term media consumption patterns. The current report forecasts general media consumption trends two years out, to 2018. The report estimates time spent reading newspapers and magazines, watching television, listening to the radio, visiting the cinema, using the internet, and viewing outdoor advertising while out of the home. 71 countries are covered, and regional estimates are available (although the freely available excerpts below are global).


Total media consumption

2010-2015: +7.9% (driven by internet consump), avg +1.5% per year

2010: 403 min/day

2015: 435 min/day

2016: +1.4%

2017: +1.2%

2018: 448 min/day, +0.4% (mobile consump levels off)

Total internet consumption

2015: 110 min/day

2018: 31% global media consumption

Mobile internet consumption

2016: +27.7%, 86 min/day, accounting for 71% of internet consump

Overall media consumption

2016: +1.4%

All other media consumption (besides mobile internet)

2016: -3.4%

Desktop internet consumption

2010: 36 min/day

2014: 52 min/day

2016: 36 min/day

Traditional cinema consumption

2016: -0.5%

Traditional outdoor consumption

2016: -0.8%

Traditional television consumption

[declining, but still the most popular medium]

2015: 177 min/day, 41% of media consumption

2016: -1.5%

2018: 38% of media consumption

Traditional radio consumption

2016: -2.4%

Traditional newspapers consumption

2016: -5.6%

Traditional magazines consumption

2016: -6.7%

Note: [The traditional media] figures only refer to time spent with these media in their traditional forms – with printed publications and broadcast television channels and radio stations. Much of the time that consumers spend on the internet is devoted to consuming content that has been produced by traditional publishers and broadcasters.


Zenith. June 2016.

Media Consumption Forecasts.



Jonathan Barnard, Head of Forecasting, jbarnard1@publicisgroupe.net

Tim Collison, Global Communications Director, tcolliso@publicisgroupe.net


eMarketer has been publishing short-term forecasts of general media consumption longer than Zenith. It’s latest forecasts to 2018 show similar trends, although the total time consumed estimates are quite different.



While mobile devices enable people to consume media content anywhere at any time, the numbers suggest a saturation point is near—and that increased time spent with one medium will tend to come at the expense of time spent with another, as explored in a new eMarketer report, “US Time Spent with Media: eMarketer’s Updated Estimates for Spring 2016.”


eMarketer. June 2016.

Growth in Time Spent with Media Is Slowing.


Technology strategist Michael Wolf, of Activate, recently presented a number of media forecasts at WSJDLive, The Wall Street Jounral’s global tech conference.

Here are excerpts:








Activate. October 2016.

Tech and Media Outlook 2017.


PwC produces an annual 5-year outlook for the entertainment and media industry which includes forecasts of consumer spending and advertising revenues.

Here are forecasts for US aggregate media spending for 2016-2020:



PRNewswire. June 2016.

PwC’s Entertainment & Media Outlook Forecasts U.S. Industry Spending to Reach $720 Billion by 2020.


PwC. June 2016.

“PwC Global Media and Entertainment Outlook: 2016-2020.”


PwC’s Chris Lederer, Partner, PwC’s Strategy&, Entertainment & Media practice, gave the following generalizations and examples from the latest report:

“At the highest level our annual Global entertainment and Media Outlook shows a mature media industry with slowing growth prospects.”

“The countries with large populations under 35 are faster growers than countries with larger aged populations,” Lederer observes.

More specifically, PwC’s analysis found that “on average, E&M spending in the 10 youngest markets is growing three times as rapidly as in the 10 oldest markets.”


2016 is the year when global Internet advertising revenue will surpass TV advertising



Damian Radcliffe. August 2016.

PwC’s global media outlook 2016-2020: six key trends.

The Media Briefing.


Internet Users

ITU publishes an annual estimate of the percentage of internet users in each country.

United States, 2000-2014


ITU. 2016.

Percentage of Individuals using the Internet (excel).
[ICT Statistics]


Broadband Subscriptions



Andrew Meola. Jun 2016.

All media consumption is declining – with one exception.

Business Insider.

Citing: ITU

ITU data is here:


ITU. 2016.

“Key ICT indicators for developed and developing countries and the world (totals and penetration rates).” [XLS]
[ICT Statistics]


Wired-Line Vs. Wireless Users



Activate. October 2016.

Tech and Media Outlook 2017.


VR Predictions

Game Designer Jesse Schell has made a large set of 40 (mostly) falsifiable predictions for VR, looking out as far as 2025.


Jesse Schell. March 2016.

40 VR/AR Predictions – GDC 2016

Media was originally published on Extrapolations

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Posted by on November 15, 2016 at 9:02 pm | comment count