Global media consumption continues to rise

If your business doesn't already have a media intelligence strategy in place, you need to consider establishing one. Organisations that are not tracking and analysing their reputation in the media could be missing vital marketing and public relations opportunities, particularly as consumers connect with media at an increasing rate.

This is according to the latest Global Consumer Media Usage and Exposure Forecast from PQ Media. Released on November 21, the report found that digital media consumption continues to climb around the globe and is expected to reach a 12.3 per cent rise this year.

Primarily, this growth is influenced by a growing demand for mobile media channels, with video, social media and games being the key drivers in this category. Mobile consumption is expected to expand by a dramatic 24 per cent this year.

Traditional media platforms are also forecast to increase in popularity this year, although the growth is a much more subdued 1.3 per cent. However, time spent consuming each platform still leans in favour of traditional mediums. Consumers spend an average of almost 38 hours a week reading, watching and engaging with traditional media channels, compared to just 6.5 hours for digital mediums.

When creating a media monitoring strategy, one of the key considerations for 2015 will be over-the-top (OTT) video. This trend accounts for any video content accessed via a service that is not offered by the network provider. For instance, viewing online media delivered via a paid subscription to a digital newspaper is considered OTT content, as the subscription is not a service offered by your internet provider.

"[...] OTT has become the media darling in [the second half of 2014], as HBO's big move to offer a standalone subscription-based streaming video service has set the tone for more impactful news across the on-demand front in 2015," PQ Media CEO Patrick Quinn explained.

This is an important trend for businesses utilising a media intelligence strategy, as it demonstrates the consumers' willingness to access and engage with paid media. Therefore, on demand services should be monitored just as closely as free-to-air channels.

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