Think you know today's audiences? From Gen Z's mobile news dominance to Baby Boomers' surprising Netflix addiction, a seismic shift is reshaping how we all consume media.
Key Takeaways
- In 2023, 68% of US adults aged 18-34 reported streaming video content daily, marking a 12% increase from 2022
- Globally, the audience for mobile news apps reached 1.2 billion monthly active users in Q4 2023, with 45% being Gen Z
- Women comprised 52% of podcast listeners worldwide in 2023, up from 48% in 2021, totaling 150 million female listeners
- In 2023, 45% of US TV audiences watched live sports weekly, averaging 3.2 hours per session
- Global social media users spent 2.5 hours daily on average in 2023, with 60% during evenings
- Podcast consumption peaked at 7pm-9pm for 55% of listeners in 2023, totaling 12 billion hours annually
- In 2023, average engagement time per social media post was 45 seconds, up 15% YoY
- Video posts on Facebook saw 22% higher engagement rates than images in 2023
- Podcast episode completion rates averaged 68% for top 100 shows in 2023
- In 2023, YouTube held 28% of global video platform market share
- Netflix commanded 21% of US streaming market share in Q4 2023 subscribers
- TikTok captured 19% of social video market share worldwide in 2023
- Global streaming subscriptions grew 12% YoY to 1.5 billion in 2023
- Social media ad spend rose 15% to $200 billion globally in 2023
- FAST channels proliferated to 1,000+ globally, audience up 50% in 2023
Streaming, news, and social media audiences are diversifying and growing globally in 2023.
Demographics
- In 2023, 68% of US adults aged 18-34 reported streaming video content daily, marking a 12% increase from 2022
- Globally, the audience for mobile news apps reached 1.2 billion monthly active users in Q4 2023, with 45% being Gen Z
- Women comprised 52% of podcast listeners worldwide in 2023, up from 48% in 2021, totaling 150 million female listeners
- In Europe, 37% of audience over 65 years old engaged with social media daily in 2023, compared to 92% of those under 25
- US Hispanic audience for English-language TV grew to 25 million viewers aged 18-49 in 2023, a 8% YoY rise
- Asian-American streaming audience in the US hit 12 million households in 2023, representing 15% of total ethnic minority viewers
- Rural US audiences accounted for 19% of total video streaming hours in 2023, with median age of 51 years
- LGBTQ+ audience for digital media in the UK reached 8 million in 2023, 22% higher than general population engagement
- Students aged 18-24 formed 28% of TikTok's US audience in 2023, averaging 95 minutes daily usage
- Baby boomers (55+) made up 22% of Netflix's global audience in 2023, subscribing at a rate 3x higher than 2019
- Low-income households (<$30k/year) represented 26% of free ad-supported streaming TV (FAST) audiences in 2023
- Urban millennials in India comprised 41% of YouTube's premium audience in 2023, with 180 million subscribers
- African-American viewers aged 25-54 increased cable news audience by 15% to 9 million in 2023 US election coverage
- Gamers aged 35-44 formed 31% of Twitch's global audience in 2023, up 18% from 2021
- Parents with children under 18 represented 35% of Disney+ audience in 2023, averaging 4 hours weekly family viewing
- Retirees over 70 accounted for 14% of audiobook audience globally in 2023, listening 12 hours monthly on average
- College-educated professionals made up 48% of LinkedIn's video audience in 2023, with 70% daily access
- Veterans in the US comprised 7% of news podcast audiences in 2023, 2x the general population rate
- Single adults aged 25-34 represented 29% of dating app video content audiences in 2023
- Farmers and agricultural workers formed 4% of weather app audiences in rural areas, 2023 data
- In 2023, urban millennials in Brazil formed 38% of Globo's streaming audience, averaging 110 minutes daily
- Gen X parents represented 27% of family-oriented YouTube Kids users globally in 2023
- High-income earners (>$100k) comprised 33% of premium podcast subscribers in 2023 US
- Immigrants in Canada made up 16% of multicultural TV audiences in 2023
- Fitness enthusiasts aged 25-40 formed 24% of Peloton app audience in 2023
- Teachers and educators accounted for 9% of edutainment video viewers in 2023
- Music festival live stream audiences skewed 55% female under 30 in 2023
- Remote workers represented 42% of workday podcast listeners in 2023
- Pet owners formed 18% of lifestyle TV niche audiences in 2023 US
- Travel vlog viewers were 61% aged 18-34 globally in 2023
Demographics Interpretation
The statistics paint a clear picture: whether you're a Gen Z phone-gluer, a boomer binge-watcher, or a rural streaming homesteader, the modern audience is a fragmented but voracious beast, collectively consuming media with such specific and measurable gusto that we've essentially become demographics with human attachments.
Engagement Metrics
- In 2023, average engagement time per social media post was 45 seconds, up 15% YoY
- Video posts on Facebook saw 22% higher engagement rates than images in 2023
- Podcast episode completion rates averaged 68% for top 100 shows in 2023
- Livestream viewers interacted 3.5x more than VOD in 2023 gaming platforms
- Email click-through rates for media newsletters hit 28% in 2023 personalized campaigns
- TikTok comment rates per video rose to 0.8% in 2023, from 0.4% in 2021
- YouTube watch time per user averaged 1 hour daily in 2023, with 15% share increase
- Sports event live chats generated 12 comments per 100 viewers in 2023
- Instagram Story polls achieved 25% response rates in 2023 brand accounts
- News article dwell time averaged 2:15 minutes in 2023, up 20 seconds YoY
- Twitch raid participation boosted channel engagement by 40% post-raid in 2023
- LinkedIn post shares grew 18% for video content in 2023 B2B audiences
- Spotify playlist saves per user hit 85 in 2023, indicating high engagement
- Reddit upvote ratios for top posts reached 92% in 2023 viral threads
- Facebook Live peak concurrent viewers averaged 3,200 per stream in 2023
- Audiobook chapter skips dropped to 12% in 2023 interactive formats
- Twitter (X) reply rates to polls were 4.2% in 2023, highest interaction form
- Netflix interactive specials saw 75% completion with choices in 2023
- YouTube Super Chat donations totaled $150 million in 2023 live streams
- Average session length for news podcasts was 32 minutes in 2023 commutes
- Brand video completion rates on LinkedIn reached 62% in 2023
- Forum thread participation averaged 15 replies per viral post 2023 Reddit
- Live Q&A sessions on Twitter Spaces had 28% active speaker participation 2023
- E-sports tournament chats hit 500 messages per minute peak 2023
- Newsletter unsubscribe rates fell to 0.4% with personalization 2023
- Gaming stream subscriptions grew 12% per popular channel 2023
- AR filter trials per Instagram Story reached 18% engagement 2023
- Podcast guest episodes boosted downloads 35% average 2023
- Video ad viewability hit 88% on mobile platforms 2023
- User polls on Snapchat increased story shares by 22% 2023
- Forum likes per post averaged 45 on top subreddits 2023
- Live auction bids per viewer were 2.1 in e-commerce streams 2023
- Comment sentiment positivity reached 72% for music videos 2023 YouTube
- Interactive quiz completion was 81% on BuzzFeed 2023
- Facebook group posts saw 5.2 reactions average 2023
- Spotify Wrapped shares spiked engagement 150% annually 2023
Engagement Metrics Interpretation
In a year where our attention was endlessly auctioned, the winning bid clearly went to anything that made us feel like we were part of the conversation—not just spectators shouting at our screens.
Platform Statistics
- In 2023, YouTube held 28% of global video platform market share
- Netflix commanded 21% of US streaming market share in Q4 2023 subscribers
- TikTok captured 19% of social video market share worldwide in 2023
- Facebook remained top social platform with 3.03 billion MAU in 2023, 40% share
- Spotify led music streaming with 32% global market share in 2023
- Instagram owned 15% of photo/video sharing market in 2023
- Twitch held 70% of live gaming stream market share in 2023
- Disney+ achieved 8% US SVOD market share in 2023
- LinkedIn dominated professional networking with 85% market share in 2023
- Amazon Prime Video took 16% of ad-supported streaming share in 2023
- Snapchat captured 12% of AR filter market share among youth in 2023
- Apple Music grew to 14% market share in premium audio 2023
- Reddit secured 5% of forum discussion market in 2023
- HBO Max (Max) held 7% SVOD share post-merger in 2023
- Pinterest owned 22% of visual discovery market in 2023
- iHeartRadio led podcast platforms with 25% US share in 2023
- Telegram grew to 9% messaging market share for media sharing 2023
- Peacock captured 4% of NBCUniversal streaming share in 2023
- Prime Video took 13% US streaming market share in 2023
- Twitter (X) held 10% microblogging market share 2023
- Hulu captured 9% ad-supported SVOD share 2023
- Discord owned 18% gaming voice chat market 2023
- Paramount+ grew to 6% streaming share post-2023 mergers
- Threads app launched to 5% Meta social share in months 2023
- Deezer music streaming at 4% Europe market share 2023
- Roku channels dominated FAST with 40% US device share 2023
- Bluesky gained 2% social alternative share late 2023
- Tidal hi-fi audio held 3% premium music niche 2023
- Clubhouse peaked then fell to 1% audio social share 2023
- Vizio WatchFree+ FAST at 12% smart TV share 2023
- BeReal captured 3% authentic photo sharing youth 2023
- SiriusXM radio at 35% US satellite market 2023
- Mastodon federated social at 1.5% open-source share 2023
Platform Statistics Interpretation
It's a digital kingdom of clear rulers and relentless challengers, where YouTube wears the video crown, LinkedIn owns the professional network, and everyone else is fiercely battling for a piece of the remaining attention.
Trends and Growth
- Global streaming subscriptions grew 12% YoY to 1.5 billion in 2023
- Social media ad spend rose 15% to $200 billion globally in 2023
- FAST channels proliferated to 1,000+ globally, audience up 50% in 2023
- Short-form video consumption surged 35% YoY, 2 trillion views in 2023
- Podcast ad revenue hit $4 billion in US 2023, 20% growth
- Cord-cutting accelerated, 6.5 million US pay-TV subs lost in 2023
- AI-generated content audiences grew 300% in 2023 early tests
- Livestream e-commerce sales reached $500 billion globally 2023
- User-generated content platforms saw 25% audience growth in 2023
- Metaverse event attendance rose 40% to 200 million users in 2023
- News consumption via apps increased 18% YoY in 2023
- Gaming live streams hit 10 billion hours watched in 2023, up 14%
- Personalized recommendation algorithms boosted retention 22% in 2023 streaming
- Cross-platform viewing grew 30%, 55% of audiences multi-screen in 2023
- Subscription fatigue led to 15% churn rate average in SVOD 2023
- Voice assistant media requests up 28% to 8 billion monthly in 2023
- Esports audiences expanded 11% to 532 million globally in 2023
- Ad-blocker usage among audiences rose to 42% in 2023 desktop
- Interactive TV pilots reached 50 million test viewers in 2023
- Global audience for online events post-pandemic stabilized at 1.8 billion in 2023, up 5%
- Ad-supported streaming hours up 55% to 20 billion monthly 2023 US
- Global TikTok downloads hit 2.2 billion in 2023, 9% growth
- VR/AR headset users grew 30% to 20 million active 2023
- Influencer marketing spend rose 24% to $21 billion 2023
- Over-the-top (OTT) revenue projected 14% CAGR through 2027 from 2023 base
- Digital audio audiences expanded 8% to 135 million weekly US 2023
- Social video ads grew 20% market share of total digital ads 2023
- Multi-platform news consumption up 25% since 2020 peak 2023
Trends and Growth Interpretation
We've cordially cut the cord, cranked the algorithms, and collectively decided our new living room is a fragmented, ad-spliced, multi-screen reality where we pay subscriptions to avoid ads while simultaneously creating the content for free.
Viewing Habits
- In 2023, 45% of US TV audiences watched live sports weekly, averaging 3.2 hours per session
- Global social media users spent 2.5 hours daily on average in 2023, with 60% during evenings
- Podcast consumption peaked at 7pm-9pm for 55% of listeners in 2023, totaling 12 billion hours annually
- 72% of streaming audiences binged 3+ episodes in one sitting in 2023, average session 2.8 hours
- News website audiences in the UK visited primarily mornings, with 40% between 7-9am in 2023
- Mobile video viewing accounted for 68% of total internet traffic in 2023, peaking at lunch hours
- Evening prime-time TV retained 28% of audiences post-8pm in 2023, down 10% from cord-cutting
- YouTube Shorts viewers watched 70 billion daily videos in 2023, average 15 minutes per session
- Radio audiences in cars peaked during commute hours, 62% share in 2023 mornings
- FAST channels saw peak viewership at 9pm, 25 million US households in 2023
- TikTok users engaged most between 6-10pm, 82 minutes average daily in 2023
- Weekend binge-watching rose 22% for Netflix audiences in 2023, Saturdays 4.1 hours average
- Morning radio news captured 51% of drive-time audiences in 2023, 45 minutes average
- Instagram Reels peaked midday, 1.2 billion daily plays in 2023
- Late-night TV comedy shows drew 1.5 million 18-49 viewers nightly in 2023
- Audiobook listening occurred 65% during commutes or chores in 2023
- Prime-time news averaged 5.3 million viewers per episode in 2023 US, evenings dominant
- VR content audiences viewed 90 minutes weekly in 2023 early adopters, evenings preferred
- Email newsletter opens peaked at 8am, 40% of daily audience in 2023
- Evening news radio listenership peaked at 6-7pm for 58% of commuters in 2023 Australia
- Streaming during family dinners dropped to 12% in 2023 households
- Prime-time drama series averaged 4.2 million viewers per episode in 2023 UK
- Breakfast TV shows captured 32% morning audience share in 2023 Europe
- Documentary streaming sessions lasted 1.5 hours average in 2023
- Midday soap operas retained 15% loyal audience in 2023 despite streaming shift
- Holiday movie marathons drew 45 million US viewers over Christmas 2023
- Late afternoon talk shows peaked at 4pm with 2.1 million viewers 2023
- Bedtime story apps saw peak usage 8-9pm for kids' audiences 2023
- Weekend sports highlights videos garnered 80% views post-6pm in 2023
Viewing Habits Interpretation
It seems we've all surrendered our schedules to a carefully orchestrated media symphony, where live sports, streaming binges, and snackable clips conduct our attention from morning commutes through evening scrolls, proving our prime time is now a patchwork of personal peaks.
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