May 24, 2021
Hakuhodo DY Media Partners Inc.
Institute of Media Environment
Hakuhodo DY Media Partners Inc. “Time Series Analysis Findings from the Annual Media Consumption Survey 2021”
・Total media engagement time increased significantly to 450.9 minutes, a record high
・Use of subscription video streaming services was close to 50％ at 46.6%, up 9.7 points from previous year
・Over 20% of consumers consider video viewing as TV viewing, expanding the notion of “watching TV”
Hakuhodo DY Media Partners Inc, Institute of Media Environment (Head office: Minato-ku, Tokyo; Director: Makoto Shimano) has conducted “the Annual Media Consumption Survey” annually since 2006, from late January to early February, to capture the current state of media engagement among consumers. Based on a time-series analysis of media engagement time and consumer media awareness, we report on changes in the media environment
※All figures are for the Tokyo area
①Total media engagement time increased significantly to 450.9 minutes, a record high
Total media engagement time increased by 39.2 minutes from last year to a record high of 450.9 minutes (daily/weekly average) This was the largest increase since the start of the survey. Increases in engagement with mobile phones/smartphones were up 18.0 minutes from last year, tablets were up 9.7 minutes, and computers were up 8.4 minutes. The sum of “mobile phones/smartphones,” “tablets,” and “computers” accounted for 55.2% of the total, which was a significant increase. TV engagement time increased by 5.8 minutes, returning to the same level as in 2019.
②Use of subscription video streaming services was close to 50％ at 46.6%, up 9.7 points from last year
The use of subscription video streaming services increased by 9.7 percentage points over the year to reach 46.6%, close to 50%. Growth has been rapid, even before the COVID-19 pandemic, with usage up 18.8 percentage points from 2019, two years ago. The Internet access rate for TV is also close to 50% at 45.8% (up 5.3 percentage points from last year). One in four people (25.5%, up 9.0 points from last year) now own a streaming device that allows them to watch videos on TV. The media environment surrounding TV is changing dramatically.
③Over 20% of consumers consider video viewing as TV viewing, expanding the notion of “watching TV”
When asked what they did during their TV time (③-1), both watching paid videos content (up 8.4 points from last year) and free videos content (up 3.6 points) increased, exceeding 20%. The number of consumers who consider video viewing as TV viewing has increased, and the notion of “watching TV” has expanded.
To examine the change in consumer’s awareness and attitudes toward media, 63 items related to awareness and attitudes were ranked by the difference in scores between last year and this year. “I want to see the information and content I like, when I want to” changed the most, increasing by 6.3 points from last year to over 60%. The number of contents provided has increased dramatically with the enrichment of subscription video distribution services, etc. Therefore, it can be said that an environment has been created where consumers engage with media whenever and anywhere they want.