STRATEGY

CONSUMER
& MEDIA TRENDS

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CONSUMER TRENDS

MILLENNIALS & GEN Z MAKE UP 51% OF THE ADULT POPULATION

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As of 2020, Millennials and Generation Z now make up 51% of the U.S. adult consumer population. These generations grew up streaming, show little interest, or never tuned in to broadcast AM/FM radio, cable, and satellite TV.
Source: Pew Research
MEDIA TRENDS

THE TIPPING POINT

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As of 2019, Digital advertising in the U.S. at $129.34 billion, was bigger than television, radio, and newspaper’s traditional ad spend at $109.48 billion.
Source: Pew Research
While broadcast AM/FM radio, cable, and satellite TV continue to plummet, Google and Facebook emerged with the largest advertising spend in the US.
MEDIA TRENDS

DIGITAL DISRUPTS CABLE & SATELLITE TV

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Consumers have lots of commercial-free, low-priced, or no-priced content choices. Smart TVs streaming Netflix, Hulu, Amazon, YouTube TV… replaced costly cable and satellite TV.
Source: Forbes May 27, 2021
The number of cord cutters and cord nevers has tripled in the U.S. since 2014 from 15.6 million to 50.4 million households (50% of TV consumers) this year.
Source: Tech Crunch
MEDIA TRENDS

DIGITAL DISRUPTS AM/FM BROADCAST RADIO

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In Q4 2020, Streaming led music listening with a 33.2% share compared to traditional radio, which ranked second with 15.9% share. Streaming outperformed radio in each of the last 5 years.
Source: Music Watch Market Research
In the mid 2000’s, AM/FM Broadcast radio lost the monopoly on the dashboard and on music ratings in the US.(Millennial & Gen Z) Listeners have replaced traditional radio with online streaming (Pandora, Spotify, Apple Music…). Now radio is the latest industry facing massive disruption from the digital age.
Source: Miller, New York University Steinhart Music Business Program
MEDIA TRENDS

DIGITAL + BILLBOARDS EXPLOSIVE GROWTH

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Out-of-Home (OOH) Billboards is now the #1 driver of web traffic, social media and digital activations in the U.S., over all other traditional media.
Source: Nielsen Out-of-Home Advertising Study 2019
As a result,
• OOH Billboards, is the only traditional medium in the U.S. whose sales revenue has grown consecutively every quarter for the past 10 years;
Source: OAAA 2019
• The world’s largest 25 tech brands, including Amazon, Apple, Google, Facebook, Netflix, and Uber, are now in the top 100 users of billboards in the US;
Source: OAAA 2019
• OOH is now forecasted to grow 71% from $6.9 billion in 2020 to $11.8 billion by 2024, the highest rate of growth of any traditional medium in the US.
Source: Statista, Guttman April 12, 2021

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