Social Media Surpasses TV as Preferred News Source for Americans
Shifting Sands: Social Media Surges as TV News Loses Ground
American media consumption is undergoing a dramatic transformation, with social media emerging as the new king of news, according to YouGov's "The US Media Morph: 2024 Trend Report." TV, once the undisputed leader, has seen its audience shrink, with 25% of adults now relying on it for news, compared to 31% in 2019. Meanwhile, social media's share has grown from 12% to 18%, and for younger generations, it has already become the primary news source. This shift signals a significant change in how Americans stay informed.
Streaming Takes Centre Stage: Advertising Attention Shifts
Streaming services like Netflix, Hulu, and Disney+ are capturing viewers' attention at an impressive rate. Their share as an advertising medium has jumped from 8% in 2019 to 12% in 2023, highlighting the growing popularity of on-demand content. While social media remains the overall leader in ad attention, it has experienced a slight decline since 2019. This suggests that consumers are becoming more selective about the ads they encounter on social platforms.
Social Media: A Double-Edged Sword for Engagement
Americans are spending more time than ever on social media, with 46% dedicating 6+ hours per week to platforms like Facebook, YouTube, and TikTok. Facebook maintains its dominance (68% usage), but video-centric platforms like YouTube (51%) and TikTok (26%) are experiencing significant growth, particularly among younger demographics. This highlights the increasing importance of visual content and short-form entertainment.
Digital Magazines Find New Subscribers
The report reveals a surprising trend in magazine consumption. Americans are increasingly willing to pay for online magazine content, with the number rising from 19% in 2019 to 26% in 2023. This suggests a growing appreciation for quality journalism and in-depth content, even in the digital age.
Messaging Apps: WhatsApp on the Rise
Among messaging platforms, WhatsApp has seen the most significant growth (+9% points) since 2021, although it still trails behind Facebook Messenger in terms of overall usage. This indicates a growing preference for private and secure communication channels.
Ad Fatigue Sets In: Consumers Crave More Value
The report paints a rather bleak picture of advertising effectiveness. 53% of Americans now believe "ads are a waste of time," up from 48% in 2019. Similarly, the number of people who agree that ads "help me choose what I buy" has declined from 49% to 46%. This suggests that consumers are increasingly resistant to intrusive and irrelevant advertising, demanding more value and personalisation in their media experiences.
A New Media Landscape Emerges
The US media landscape is undergoing a fundamental shift, with streaming services, social media, and digital magazines gaining ground. As consumers change their habits and preferences, advertisers and media companies need to adapt their strategies to remain relevant and engaging. YouGov's report provides valuable insights into these trends, helping businesses navigate the evolving media landscape and connect with audiences in meaningful ways.
