2023 Global Media Consumption Statistics and Forecasts

Global Media consumption statistics continue to evolve rapidly, influenced by technological advancements and changing consumer behaviours. The year 2023 presents a comprehensive outlook on global media consumption, with an increasing focus on the impact of digital and social media platforms.

In 2023, media consumption reflects users’ diverse platforms and channels. This includes television and print and the growing prevalence of digital media and social networks. The habits and preferences of internet users continue to shape the media landscape, creating new opportunities and challenges for marketers and content creators.

Global Media Consumption Statistics

The year 2023 witnessed several key trends in media consumption, ranging from the rise of social media platforms to the increasing use of social networks for news consumption. People across different age groups are dedicating more time to consuming media, mainly through mobile devices and various digital platforms.

Rise of Social Media Platforms

Social media usage remains a dominant force in media consumption trends. Global social media statistics reveal a significant increase in social media users, with individuals spending more minutes per day engaging on various social platforms. The effect of social media on consumer behaviour and digital marketing strategies continues to grow, reshaping the media channel and communication dynamics.

The Rise of Short-Form Video

Gone are the days of passive, hour-long TV marathons. Today’s audiences have shorter attention spans and crave bite-sized content. Platforms like TikTok, YouTube Shorts, and Instagram Reels have exploded in popularity, offering quick, engaging videos on various topics. This trend is particularly famous among younger generations, who are accustomed to consuming information in rapid bursts.

The Personalisation Paradox

View this post on Instagram

A post shared by ProfileTree – Web Design and Digital Marketing (@profiletree)

Streaming services and social media platforms use algorithms to curate personalised content experiences. While this can be convenient, it can also create echo chambers, where users are only exposed to information that reinforces their existing beliefs. A growing awareness of this issue leads to a demand for more diverse and serendipitous content discovery.

The Blurring of Lines Between Entertainment and Education

Educational content is no longer confined to textbooks and classrooms—platforms like YouTube, MasterClass, and Khan Academy offer engaging and accessible learning experiences on various subjects. This trend fuels a desire for lifelong learning and a growing distrust of traditional educational institutions.

The Rise of Audio Storytelling

Podcasts have recently enjoyed a meteoric rise, offering on-the-go entertainment and thought-provoking content. This trend is driven by the convenience of audio formats and the increasing popularity of true crime, investigative journalism, and niche-specific topics.

The Power of User-Generated Content

Social media has democratised content creation, giving everyone the tools to share their stories and perspectives with the world. This has led to the spread of user-generated content, from vlogs and DIY tutorials to live streams and social media challenges. Brands increasingly recognise UGC’s power, partnering with influencers and communities to reach new audiences.

Impact of Digital Media Consumption

Digital media consumption habits have undergone a noticeable transformation, with people spending increasing hours daily consuming media content through different social platforms. The evolution of digital media consumption is evident in the popularity of platforms like TikTok, reflecting a shift in how individuals use social media and engage with content online.

Global Social Media Usage Statistics

Social media continues to dominate global media consumption in 2023, with platforms like Facebook, Instagram, and Twitter leading the way. The impact of social media usage on consumer behaviour and digital marketing strategies is ever-increasing, reshaping communication dynamics and media channels.

Key Statistics on Global Social Media Usage 2023

Over 4.95 billion people worldwide use social media, representing 61.4% of the global population. This means that more than half of the world is now on a social media graph showing the growth of social media users worldwide.

Social media usage is still growing steadily, with over 76 million new users coming online in the last quarter alone. This represents a year-on-year growth of 7.07%. Social media users spend around 2 hours and 24 minutes daily on social media platforms. This means social media is taking up much of our time and attention.

Facebook is still the most popular social media platform, with over 3 billion monthly active users. However, other platforms like WhatsApp, Instagram, and TikTok are also growing charts showing the most popular social media platforms by user base.

Social media penetration is highest in Eastern Asia and North America, where over 80% of the population uses social media. However, usage proliferates in other regions, such as Africa and Latin America.

Here are some additional interesting facts about social media usage

• The average person has 7.6 social media accounts.
• The most popular social media activity is scrolling through feeds.
• Social media is an influential source of news and information for many people.

Platform Usage by the Numbers

Social media has woven itself into the fabric of our lives, transforming communication, entertainment, and even news consumption. But amidst the vast sea of platforms and apps, which ones reign supreme, and how do their user bases compare? Let’s take a closer look at the global social media landscape, platform by platform:

Facebook

Still the undisputed champion, Facebook boasts over 3 billion monthly active users (MAUs), solidifying its position as the most popular social network worldwide. This translates to roughly one in four people on Earth having a Facebook account! Interestingly, its growth might slow, with younger generations gravitating towards newer platforms.

WhatsApp and Messenger

Facebook’s dominance extends beyond the namesake platform. WhatsApp, the encrypted messaging app, claims over 2 billion MAUs, making it the second most popular social media platform globally. With 1.3 billion MAUs, Facebook Messenger follows closely behind, showcasing the enduring appeal of instant messaging features.

Instagram and TikTok

Shifting gears to visuals, Instagram’s photo and video-sharing prowess reigns supreme. Boasting over 2 billion MAUs, it’s a haven for influencers, brands, and everyday users to share their visual stories. Hot on its heels is TikTok, the short-form video king, with over 1 billion MAUs. Its bite-sized, engaging videos have captivated Gen Z and beyond, making it a force to be reckoned with.

LinkedIn and Telegram

Beyond the usual suspects, other platforms are carving their niches. LinkedIn, the professional networking site, caters to career-focused individuals and boasts over 830 million members. Meanwhile, Telegram, the cloud-based messaging app, stands out for its focus on privacy and security, attracting over 550 million MAUs.

Demographics and Media Consumption

Media consumption varies significantly among age groups, with distinct preferences and habits shaping the landscape. Younger individuals tend to favour digital and social media platforms for their content consumption, while older demographics may still rely on traditional forms of media. The increasing use of mobile devices and various digital platforms has influenced how people spend their time consuming media, leading to a transformation in news consumption habits and overall media preferences.

Younger audiences (Gen Z and Millennials – ages 18-34)

• Comfortable with a multitude of platforms and devices. Spend the most time online (8-10 hours daily).
• Dominate platforms like Instagram, TikTok, Snapchat, and YouTube. Less active on Facebook and Twitter compared to older groups.
• Prefer video-based content, including short-form videos, live streams, and online gaming.
• Get news primarily through social media and online sources. Less likely to watch traditional news broadcasts.
• Consume most media on smartphones and tablets.

Middle-aged adults (Gen X – ages 35-54)

• Use digital and traditional media alike. They Watch television regularly and engage with social media and online video platforms.
• More likely to use Facebook and Twitter than younger generations.
• Get news from various sources, including social media, online sources, and traditional media like television and newspapers.
• Often, people consume media while doing other activities, like working or commuting.

Older adults (Baby Boomers and beyond – ages 55+)

• Television remains the primary source of media consumption. Less active online compared to younger generations.
• Primarily, I use Facebook to stay connected with family and friends.
• Rely on newspapers, radio, and television for news consumption.
• They may need assistance or take longer to adapt to new platforms and devices.

Additional factors to consider

• Media consumption patterns vary depending on rural vs. urban settings and cultural differences.
• Access to technology and the internet can differ based on income levels and social background.
• Ultimately, individual preferences and interests play a significant role in shaping media consumption habits.

Future Trends in Media Consumption

Anticipating the future trends in media consumption is vital for staying ahead in the rapidly evolving digital landscape. The preference for specific media platforms is likely to undergo further changes, driven by the increasing influence of digital and social media. The amount of online time is expected to continue shaping media consumption habits, reflecting the ongoing shift towards digital content consumption across various demographics.

Shift towards Niche and Vertical Platforms

Users are increasingly seeking unique and personalised content experiences. This will likely lead to an increase in smaller, niche platforms catering to specific interests and communities, like fitness enthusiasts, gamers, or bookworms. These niche platforms can offer more profound engagement, stronger connections, and a sense of belonging within specific communities.

Focus on Privacy and Security

Data privacy and online security concerns are growing, leading users to value platforms that prioritise these aspects. Decentralised social media platforms or those offering greater control over data sharing might gain traction. Features like end-to-end encryption, ephemeral content, and granular privacy settings will likely become more important for users when choosing which platforms to engage with.

Rise of Short-Form Content and Interactive Experiences

Our attention spans are shortening, and the popularity of platforms like TikTok and Instagram Reels demonstrates a preference for quick, engaging content. Videos, live streams, and interactive formats like polls and quizzes will likely continue to dominate. Augmenting reality and virtual reality experiences might also play a more significant role in media consumption, offering interactive and immersive ways to engage with content.

Decline of Algorithmic Content Curation

Echo chambers and filter bubbles created by algorithm-driven content feeds raise concerns about manipulation and polarisation. Users might seek platforms that offer more control over their content discovery and a more comprehensive range of perspectives. Curation tools based on user preferences and community recommendations might become more popular, offering a more personalised and less manipulative experience.

Emphasis on Community and Authenticity

Users are increasingly tired of curated, idealised online persona. Platforms that foster genuine connections, authentic interactions, and a sense of community might gain traction. Live streaming and features encouraging real-time interactions could become more critical for building trust and fostering genuine user connections.

Focus on Wellbeing and Mental Health

People are more aware of the negative impacts of using social media excessively on mental health. Platforms that promote healthy digital habits encourage mindful content consumption, and offer tools for managing screen time might be more appealing. Features like “quiet mode” or content filters for specific triggers could become more common as users seek to control their online experience and prioritise their wellbeing.

2023 was a year of evolution and adaptation in the global media landscape. While the pace of growth moderated compared to the pandemic boom, trends like digital dominance, platform diversification, and content customisation continued to shape how we consume media.

FAQ