YouGov's International Media Report 2021

By Insights for Curious Marketers Archives
Cover image for  article: YouGov's International Media Report 2021

For the last few months, I've been dipping into a trove of recent data and insights available to me at YouGov and sharing strategic perspectives on how media consumption, screen time, eating behaviors and audio listening have all changed within the last year. My goal has been simple -- awake your curiosity, impart value and guide you in your decision-making through the lens of consumer data during a tentative marketplace.

Simultaneously, our team at YouGov has been managing a significant global lift. We have been building an international whitepaper combining syndicated YouGov Cube data with custom research to study the media landscape in 17 markets – with a particular focus on the U.S. and Great Britain. The report is based on more than 18,000 interviews and explores the impact of COVID-19 on our behavior and media consumption around the globe. It also takes a close look at the Paid Subscription business -- from how people feel about paying for ad-free services to the types of media subscriptions people own. The depth and global coverage of the data in the study provides a sharp tool for the marketing and media community in an uncertain time.

Rather than my regular column this week -- my gift to you: YouGov's first International Media Consumption Report. Below you will find the introduction to rouse your curiosity…enjoy!

The COVID-19 crisis has led to major disruption in the global media industry. Many advertisers have paused or cut spending as their sales plunged. Meanwhile, some advertising and media agencies have laid off staff in unprecedented numbers. In the U.S., the year-on-year decline in traditional media channels such as newspapers and magazines seem to have accelerated. In the U.K., cinemas have shut down, reopened and shut down again following changes to government guidance and the news that major releases would be postponed.

When vaccinations have taken place across the globe, some parts of the international media landscape may return to their pre-coronavirus state. But for other areas the picture is less clear, and many could find themselves permanently changed within a "new normal."

This report explores international media as the sector enters a pivotal time and will serve as a benchmark for comparable reports in years to come. Among other things, it will cover traditional media, digital media, advertising, subscriptions and the impact of COVID-19, with the overall aim of providing a sharp tool for media planners in an uncertain time.

As an added bonus, on March 24th at 4 p.m. ET / 1 p.m. PT, I'll be hosting a panel titled Changing the Channel: A Global View of the Media Landscape in 2021with exciting participants including:

Register here.

As we've seen, the speed of change continues to accelerate, and the past year has thrown us some real curveballs! The right data can empower marketers to more confidently navigate today and plan for tomorrow. I love to strategize and help -- contact me to see updated cuts of this data, and more.

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