Traditional media and digital media headed in opposite directions in 2015, with a big change on the digital side, according to a report from PQ Media. B&C reports that use of traditional media, which includes television, fell 2.4% in the U.S. while digital media use surged by 33.5%.
The study calculates traditional media use at 46.8 hours per week and predicts that it will continue to slip by a compounded annual rate of 2.1% through 2019. Total media use rose slightly, 0.1%, to 64.7 hours per week, with TV accounting for a 50.2% share of the total, or 32.4 hours.
A key shift was noted in ad-supported media vs. subscription media. “In 2015, the amount of time spent with ad supported media was overtaken by the amount of time spent with subscription media, PQ Media said. Time spent with ad supported media is expected to drop to 46% by 2019,” B&C reports.