The rise of digital platforms and streaming services like Netflix, YouTube, and TikTok has revolutionized content consumption by offering on-demand entertainment that fits our mobile lifestyles. While this digital surge has significantly impacted viewing habits, traditional media has proven resilient—especially broadcast television, which continues to draw substantial audiences for live sports, popular series, and local news. This push and pull between screens isn’t limited to one region. Across the world, from urban centres to smaller markets, audiences are choosing where, when, and how to watch content in ways that reflect both local preferences and global trends. Understanding these patterns means looking beyond just one country or platform.
Today’s audiences are everywhere–streaming series on laptops, catching up with news on smartphones, and tuning into traditional sets for live events or favorite shows. The future of media isn’t an either/or scenario between traditional and digital. Instead, it’s a balancing act, with variations across markets, demographics and content types. To better understand this, we need to understand how people around the world are watching TV, using the internet and how much time they’re spending on different platforms as this forms key aspects of modern media habits.
Content consumption patterns
There are differences in content consumption patterns when looking at how digital platforms are adopted compared to the continued use of traditional TV in various countries and regions. The shift to streaming services is progressing at uneven rates around the world. Consider the U.S. and Poland as examples—in Poland, conventional television formats continue to hold sway, with cable commanding 33.2% of viewership while streaming accounted for only 8.2% of total viewing time in the first half of last year, suggesting a strong attachment to traditional broadcasting methods in the Polish market. On the other hand, the U.S. presents a more advanced picture of streaming adoption. Here, streaming platforms led with 38.3% of total TV viewing time during the same time period, surpassing cable at 28.1%—meaning American viewers are more inclined to engage with content on their own terms, favoring the flexibility and variety offered by streaming platforms over the structured programming of traditional cable TV.1
These regional distinctions challenge assumptions about universal trends and highlight the importance of nuanced, market-specific approaches. Understanding how audiences in different regions interact with media content can inform more effective campaign planning, allowing for optimized ad placements and messaging that align with local viewing habits and preferences.
Media usage differences
When brands understand which types of media are popular in different countries, they can reach more potential customers and get better results from their marketing efforts. This understanding is especially valuable in the diverse media landscape where both traditional and digital platforms play significant roles. When we look at Asian countries, television is important but its usage varies. For example, Singapore reports 67% of people using television, while the Philippines shows a higher rate at 72%. South Korea has an even higher television usage rate of 94%. Internet adoption is high throughout the region. Singapore and the Philippines have similar levels, with 91% and 90% of people using the internet, respectively. Taiwan and South Korea have even higher internet usage, both at 98%.2
The data suggests that consumers in these markets are not exclusively committed to one form of media but rather engage with both traditional and digital platforms in their daily lives. When various media types coexist, it enables a multi-channel approach to audience engagement. Brands can leverage the strengths of both traditional and digital media, crafting strategies that would enable them to create comprehensive marketing campaigns that can resonate with diverse audience segments, maximizing their reach and potential impact.
Demographics profiles
Demographics—the foundational attributes of an audience are essential for effective advertising as they define potential consumers through factors like age, gender, income, education, and location, each influencing purchasing decisions and media habits. An example of this can be seen in Thailand, where mature adults (40 and above) demonstrate a significantly higher reach on traditional television, at 61%, compared to Gen Z and Millennials, who reach only 39%.3 This trend is seen across other platforms, including social media and video-on-demand, indicating a greater reach among older audiences, highlighting a demographic aspect of the streaming vs traditional TV divide.
Beyond age, gender also plays a significant role in shaping media consumption patterns. A closer look at video service usage in Germany shows these gender-based differences. Men, for example, exhibit a higher usage rate for platforms like Amazon Prime Video, with 59% usage compared to women’s 52%, and YouTube Premium, at 21% compared to women’s 14%.4 Such granular demographic insights enable advertisers to craft campaigns with optimized audience segmentation. A data-driven approach not only optimizes reach but also enhances resonance, capitalizing on the heterogeneous media consumption patterns across diverse demographic strata.
Convergent approach for a win
Modern advertising is shaped by the interplay between diverse media channels, compelling savvy marketers to navigate a multifaceted environment for effectively reaching and influencing target audiences. While digital platforms offer precise targeting and interactive capabilities, traditional media like television provides broader reach or credibility with certain demographics. Each medium boasts its own unique strengths and appeals to different aspects of consumer behavior. Therefore, rather than viewing these channels as mutually exclusive, forward-thinking brands should recognize the power of integrating both digital and traditional elements in their marketing mix.
To effectively leverage this converged media landscape and understand how to harmonize the unique strengths of each platform, download our 2025 Global Media Planning Guide. Gain insights into the trends reshaping how brands connect with audiences, and discover actionable strategies for building integrated campaigns that resonate across diverse platforms.
Notes
1 Nielsen National TV Ratings plus Streaming Platform Ratings, Persons 2+, U.S.; Nielsen Single source Panel Data (Linear TV & Streaming) – TV set AMR data, TV Consolidated+7, Poland
2 Nielsen Consumer Media & View, National Age 15+, Nielsen Korea Digital Data, 2024
3 Nielsen Cross-platform ratings Nationwide 4+, Jan-Jun 2024 [Reach]
4 Nielsen Survey: Media Usage in Germany, Spring 2024
