Total media time spent is falling slowly in France鈥攊t won鈥檛 drop below pre-pandemic levels until 2026. Meanwhile, digital鈥檚 proportion of total media time is gaining as traditional media falls out of favor.
Total media time is on a steady slide in the UK. By 2026, it will drop to below 10 hours per day, the lowest level in a decade. Digital media鈥攑articularly digital and social video鈥攊s picking up some of the slack, but it won鈥檛 halt the decline.
Cannes Lions to showcase creators: The ad industry is finally catching up to the power of creators as the creator economy evolves beyond brand sponsorships.
Social network user growth is stalling in Western Europe. Marketers should look toward changing platform dynamics, particularly among generational cohorts, to best manage their social media strategies.