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.
(1) Total Media Engagement Time Reaches 445.5 Minutes: “Mobile Phones/Smartphones” Overtake “TV” for the Top Spot.
The total media engagement time stands at 445.5 minutes per day/week on average. This figure is a decline of 5.4 minutes from the previous year’s record high, which depicted the media landscape during the COVID-19 pandemic. However, it remains elevated. Mobile phones/smartphones now register an average usage of 146.9 minutes—an increase of 7.7 minutes from the previous year—and have for the first time overtaken TV, which recorded 143.6 minutes (a decrease of 6.4 minutes from the previous year). Magazines and tablets saw a slight uptick, whereas all other media categories experienced a decline. The share of mobile phones/smartphones in the overall media engagement time is 33.0%, surpassing that of TV at 32.2%, nearing a third of the total time.
（２）Internet-Connected TV Penetration Hits 51.4%: Over Half of Consumers Own a Connected TV for the First Time.
The rate of internet-connected TV sets has reached 51.4%, achieving a majority for the first time. The user rate for TVer, the official TV portal for commercial broadcasters, which surged during the COVID-19 pandemic, has risen to 32.0% — surpassing 30% for the first time. The subscription rate for video streaming services continues its upward trend, currently at 47.5%. As viewers become more adaptable in their TV consumption habits and access a wider variety of content, the TV broadcasting landscape is expected to diversify even further.
(3) Extended Online Engagement and Simultaneous Viewing Among the Young: Approximately 30% Remain Continuously Connected.
The COVID-19 pandemic has led to prolonged hours spent at home, giving rise to new forms of online engagement. These include extended online hours and simultaneous content viewing with distant friends, patterns especially pronounced among younger demographics. Of all respondents, fewer than 20% (16.2%) mentioned staying continuously connected online with close friends. However, this figure rises to over 30% for those in their teens and 20s. Around 10% of all participants said they occasionally watch content simultaneously with a distant friend, but this proportion is about 30% for those in their 20s. As media services become more digitized, emerging media behaviors such as continuous online connectivity and co-viewing are taking hold among younger generations.