Insider Intelligence’s Global Media Intelligence Report, in collaboration with Publicis Media-Starcom and GWI, highlights the current state of media consumption worldwide.
The study found that a small minority of internet users owned a smartwatch in 2020. But, the momentum was building, and that trend continued this year, with penetration climbing significantly in most countries. With high-quality in-home entertainment becoming a must-have, smart televisions are also gaining ground.
Smartphones have already become the primary – and sometimes the only – digital device owned by many internet users worldwide. In contrast, the ownership of PCs and tablets are continuing to fall in many countries. Additionally, the share of internet users watching digital video now surpasses the percentage watching live TV in many countries.
GWI’s chief research officer, Jason Mander, explains that the pandemic continues to significantly influence both media consumption habits and device ownership for the second year in a row. Mander further added, “Subscription video-on-demand products enjoyed a big boost in 2021, suggesting many internet users who resisted the appeal of Netflix, Amazon Prime Video, and other providers last year finally gave in to temptation as the pandemic continued.”
[6 minute read]