The rise of digital platforms and streaming services like Netflix, YouTube, and TikTok has revolutionized content consumption by offering on-demand entertainment that fits our mobile lifestyles. While this digital surge has significantly impacted viewing habits, traditional media has proven resilient—especially broadcast television, which continues to draw substantial audiences for live sports, popular series, and local news. This push and pull between screens isn’t limited to one region. Across the world, from urban centres to smaller markets, audiences are choosing where, when, and how to watch content in ways that reflect both local preferences and global trends. Understanding these patterns means looking beyond just one country or platform.
Today’s audiences are everywhere–streaming series on laptops, catching up with news on smartphones, and tuning into traditional sets for live events or favorite shows. The future of media isn’t an either/or scenario between traditional and digital. Instead, it’s a balancing act, with variations across markets, demographics and content types. To better understand this, we need to understand how people around the world are watching TV, using the internet and how much time they’re spending on different platforms as this forms key aspects of modern media habits.
콘텐츠 소비 패턴
There are differences in content consumption patterns when looking at how digital platforms are adopted compared to the continued use of traditional TV in various countries and regions. The shift to streaming services is progressing at uneven rates around the world. Consider the U.S. and Poland as examples—in Poland, conventional television formats continue to hold sway, with cable commanding 33.2% of viewership while streaming accounted for only 8.2% of total viewing time in the first half of last year, suggesting a strong attachment to traditional broadcasting methods in the Polish market. On the other hand, the U.S. presents a more advanced picture of streaming adoption. Here, streaming platforms led with 38.3% of total TV viewing time during the same time period, surpassing cable at 28.1%—meaning American viewers are more inclined to engage with content on their own terms, favoring the flexibility and variety offered by streaming platforms over the structured programming of traditional cable TV.1
These regional distinctions challenge assumptions about universal trends and highlight the importance of nuanced, market-specific approaches. Understanding how audiences in different regions interact with media content can inform more effective campaign planning, allowing for optimized ad placements and messaging that align with local viewing habits and preferences.
미디어 사용량 차이
When brands understand which types of media are popular in different countries, they can reach more potential customers and get better results from their marketing efforts. This understanding is especially valuable in the diverse media landscape where both traditional and digital platforms play significant roles. When we look at Asian countries, television is important but its usage varies. For example, Singapore reports 67% of people using television, while the Philippines shows a higher rate at 72%. South Korea has an even higher television usage rate of 94%. Internet adoption is high throughout the region. Singapore and the Philippines have similar levels, with 91% and 90% of people using the internet, respectively. Taiwan and South Korea have even higher internet usage, both at 98%.2
데이터에 따르면 이들 시장의 소비자들은 한 가지 형태의 미디어에만 전념하지 않고 일상 생활에서 기존 플랫폼과 디지털 플랫폼을 모두 사용하는 것으로 나타났습니다. 다양한 미디어 유형이 공존할 때 잠재고객 참여에 대한 멀티채널 접근 방식이 가능해집니다. 브랜드는 전통 미디어와 디지털 미디어의 강점을 모두 활용하여 다양한 오디언스 세그먼트의 공감을 이끌어낼 수 있는 종합적인 마케팅 캠페인을 만들어 도달 범위와 잠재적 영향력을 극대화할 수 있는 전략을 수립할 수 있습니다.
인구 통계 프로필
Demographics—the foundational attributes of an audience are essential for effective advertising as they define potential consumers through factors like age, gender, income, education, and location, each influencing purchasing decisions and media habits. An example of this can be seen in Thailand, where mature adults (40 and above) demonstrate a significantly higher reach on traditional television, at 61%, compared to Gen Z and Millennials, who reach only 39%.3 This trend is seen across other platforms, including social media and video-on-demand, indicating a greater reach among older audiences, highlighting a demographic aspect of the streaming vs traditional TV divide.
Beyond age, gender also plays a significant role in shaping media consumption patterns. A closer look at video service usage in Germany shows these gender-based differences. Men, for example, exhibit a higher usage rate for platforms like Amazon Prime Video, with 59% usage compared to women’s 52%, and YouTube Premium, at 21% compared to women’s 14%.4 Such granular demographic insights enable advertisers to craft campaigns with optimized audience segmentation. A data-driven approach not only optimizes reach but also enhances resonance, capitalizing on the heterogeneous media consumption patterns across diverse demographic strata.
승리를 위한 융합적 접근 방식
현대 광고는 다양한 미디어 채널 간의 상호 작용에 의해 형성되며, 현명한 마케터는 타겟 오디언스에게 효과적으로 도달하고 영향을 미치기 위해 다각적인 환경을 탐색해야 합니다. 디지털 플랫폼은 정밀한 타겟팅과 인터랙티브 기능을 제공하는 반면, 텔레비전과 같은 전통적인 미디어는 특정 인구 통계에 대한 광범위한 도달 범위 또는 신뢰성을 제공합니다. 각 매체는 고유한 강점을 자랑하며 소비자 행동의 다양한 측면에 어필합니다. 따라서 미래 지향적인 브랜드는 이러한 채널을 상호 배타적인 것으로 간주하기보다는 마케팅 믹스에 디지털과 전통적 요소를 모두 통합하는 것이 얼마나 강력한지 인식해야 합니다.
To effectively leverage this converged media landscape and understand how to harmonize the unique strengths of each platform, download our 2025 Global Media Planning Guide. Gain insights into the trends reshaping how brands connect with audiences, and discover actionable strategies for building integrated campaigns that resonate across diverse platforms.
참고
1 Nielsen National TV Ratings plus Streaming Platform Ratings, Persons 2+, U.S.; Nielsen Single source Panel Data (Linear TV & Streaming) – TV set AMR data, TV Consolidated+7, Poland
2 Nielsen Consumer Media & View, National Age 15+, Nielsen Korea Digital Data, 2024
3 Nielsen Cross-platform ratings Nationwide 4+, Jan-Jun 2024 [Reach]
4 Nielsen Survey: Media Usage in Germany, Spring 2024
