NEWS3 May 2018

Online media predicted to overtake linear TV

Media Mobile News North America Technology Trends UK

US & UK – Online media will surpass global linear TV viewing this year, according to research from WPP’s media investment arm GroupM.

Online video_crop

The ‘State of Digital’ report, which tracks the dominance of different media channels by media investment, found that consumers will spend an average 9.73 hours a day with media in 2018, up from 9.68 hours in 2017.

Online is predicted to represent 38% of time spent with media, or 3.69 hours, while linear TV accounts for 37% ( 3.63 hours). Radio accounts for 1.73 hours, with print media at 0.68.

The report also found that programmatic advertising represented 44% of online display investment in 2017, compared to 31% the year before, and is predicted to rise to 47% in 2018. These figures are smaller for programmatic online video investment, which is predicted to increase from 22% in 2017 to 24% this year.

E-commerce is predicted to grow by 15% in 2018, according to the report, based on data from 35 countries in the study highlighting e-commerce transactions worth $2.1tn in 2017 – a 17% annual increase.

Methodology: A survey was sent to 44 GroupM offices around the world, yielding local statistics and opinion. Averages were calculated, taking into account currency conversions.