Time Series Analysis Findings from the Annual Media Consumption Survey 2023

posted on 2023.5.23

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 Hits 443.5 Minutes: “Mobile Phones/Smartphones” Share Surpasses 1/3 for the First Time at 34.2%, Highlighting the Ongoing Shift to Mobile.

The total media engagement time averaged 443.5 minutes per day/week. Despite declining for the second consecutive year—down 2.0 minutes from last year—it has maintained a high level since its surge in 2021 due to the COVID-19 pandemic. Mobile phones/smartphones logged 151.6 minutes (up by 4.7 minutes year-over-year) and surpassed TV’s 135.4 minutes (a drop of 8.2 minutes year-over-year) for the first time in the previous year. This year, the gap expanded from a 3.3-minute lead in 2022 to 16.2 minutes in 2023. Radio returned to its previous year’s level at 28.0 minutes (a 4.7-minute increase year-over-year). Newspapers saw a slight uptick with 13.8 minutes (a 1.1-minute increase year-over-year), while other media experienced a small decline. For the first time, mobile phones/smartphones accounted for more than a third (34.2%) of the total media engagement time, underscoring the ongoing shift towards mobile.

(2) TV’s Network Transition Gains Momentum: 54.9% of TVs Now Internet-Connected, While 33.7% Boast Streaming Devices.

TVs are becoming more connected: 54.9% now have Internet access (an increase of 3.5 points from last year), and 33.7% of users own streaming devices to watch videos on their TV sets (a rise of 9.3 points year-over-year). The popularity of TVer, the official TV portal for commercial broadcasters, surged in the wake of the COVID-19 pandemic, and has further grown to 39.5% (a jump of 7.5 points year-over-year). Additionally, after a temporary slowdown, the adoption of subscription video streaming services has rebounded, surpassing the halfway mark for the first time at 54.6% (up 7.1 points year-over-year). As a result, the range of TV programs and video content viewing services has broadened, transforming TV screens into platforms for diverse content consumption.

(3) Dramatic Shift in TV Viewing Habits: Rebroadcast Services Surge to 26.2%.

Since 2020, when we started asking participants “What’s included in your definition of watching TV?” there have been notable shifts in viewer preferences. In addition to “paid video services” (24.1%, up 2.0 points year-over-year) and “free video services” (26.9%, down 0.1 point year-over-year) — both trends that have been on the rise — “rebroadcast services” have seen significant growth this year, registering at 26.2% (up 8.5 points year-over-year). Conversely, “watching recorded TV programs” experienced a decline, standing at 64.4% (down 7.1 points). Furthermore, viewership of TV programs on smartphone screens has climbed since 2020, now reaching 28.0% — nearly 30%. Such trends, including the increasing use of smartphones, point to a diversifying landscape of consumer TV viewing habits.