STRATEGY
CONSUMER
& MEDIA TRENDS
CONSUMER TRENDS
MILLENNIALS & GEN-Z DRIVE DIGITAL-FIRST BEHAVIOR
Millennials and Gen Z represent the most digitally engaged generations in the U.S. consumer market. Raised on smartphones, streaming platforms, and social media, these audiences consume media on demand and across multiple devices throughout the day.
According to the Pew Research Center (2025), 83% of U.S. adults use streaming services. Social media usage remains widespread, with YouTube used by 84% of adults, Facebook by 71%, Instagram by 50%, and TikTok by 37%. Traditional scheduled programming continues to decline in relevance, particularly among younger audiences.
Source:
Pew Research Center, “Americans’ Social Media Use” (2025)
https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/Pew Research Center, “83% of U.S. Adults Use Streaming Services” (2025)
https://www.pewresearch.org/short-reads/2025/07/01/83-of-us-adults-use-streaming-services-far-fewer-subscribe-to-cable-or-satellite-tv/
MEDIA TRENDS
THE TIPPING POINT
Digital advertising now represents the majority of media investment in the United States.
The IAB Internet Advertising Revenue Report (2024), conducted by PwC, shows that U.S. digital ad revenue reached $258.6 billion, increasing 14.9% year over year. Digital channels, including search, social media, retail media networks, and digital video, continue to capture the largest share of media budgets.
Traditional advertising channels continue to lose overall share as advertisers prioritize measurable, performance-driven platforms.
Source:
IAB Internet Advertising Revenue Report, Full Year 2024
https://www.iab.com/news/internet-advertising-revenue-report-full-year-2024/
MEDIA TRENDS
DIGITAL DISRUPTS CABLE & SATELLITE TV
Consumers now have more viewing options than ever before, and streaming has become the dominant format.
Pew Research (2025) reports that 83% of U.S. adults watch streaming services, while only 36% subscribe to cable or satellite television.
In May 2025, Nielsen’s The Gauge reported that streaming accounted for 44.8% of total television usage, surpassing the combined share of broadcast and cable for the first time.
This shift confirms a long-term movement toward on-demand, app-based viewing environments.
Sources:
Pew Research Center (2025)
https://www.pewresearch.org/short-reads/2025/07/01/83-of-us-adults-use-streaming-services-far-fewer-subscribe-to-cable-or-satellite-tv/Nielsen, The Gauge (May 2025)
https://www.nielsen.com/news-center/2025/streaming-reaches-historic-tv-milestone-eclipses-combined-broadcast-and-cable-viewing-for-first-time/
MEDIA TRENDS
DIGITAL DISRUPTS AM/FM BROADCAST RADIO
Audio remains a powerful daily medium, but listening behavior continues to diversify across platforms.
According to Nielsen and Edison Research (Q4 2024), Americans spend nearly four hours per day with audio, including AM/FM radio, podcasts, streaming music, satellite radio, and digital audio services.
While AM/FM radio still maintains significant reach, podcasts and streaming platforms continue gaining share, especially among younger audiences. Today’s in-car listening environment is connected, app-driven, and multi-platform.
Source:
Nielsen & Edison Research, “The Record: Q4 2024 Audio Listening Trends”
https://www.nielsen.com/insights/2025/the-record-q4-audio-listening-trends/
MEDIA TRENDS
DIGITAL + BILLBOARDS EXPLOSIVE GROWTH
Out-of-home advertising remains one of the most resilient and consistently growing traditional media channels.
The Out of Home Advertising Association of America (OAAA) reported that OOH revenue exceeded $9.1 billion in 2024, marking the highest revenue level in its history. Digital out-of-home (DOOH) now represents approximately 34% of total OOH revenue, continuing to expand as advertisers integrate real-time messaging and dynamic creative capabilities.
In a national OAAA and Morning Consult study, 43% of consumers who noticed an out-of-home ad visited the business within 30 minutes, demonstrating strong action-based engagement.
OOH continues to complement digital campaigns while delivering sustained revenue growth.
Sources:
OAAA Revenue Report (2024)
https://oaaa.org/news/out-of-home-advertising-revenue-surpasses-9-billion-highest-revenue-volume-to-date/OAAA & Morning Consult Study
https://oaaa.org/wp-content/uploads/2023/03/OAAA-OAAA-Morning-Consult-OOH-Ad-Study-March-2023.pdf
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