UK media consumption declines as COVID-19 lockdown restrictions ease: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 28, 2020, 3:46 PM UTC

Havas Media Group surveyed 1,472 consumers in the UK between 20th and 21st July. 

British consumers have reduced their use of audio and audio-visual platforms in July as compared to early in the COVID-19 lockdown. Social media websites saw a 3% decrease in traffic, while video-on-demand platforms, radio and podcast saw a marginal drop in media consumption rates. 

Streaming services like Netflix and Amazon Prime experienced 2% net decrease, with television viewership dropping by 6%. In contrast, there was a 1% rise in newspaper and magazine consumption over the last month, as compared to pre-lockdown circulation. 

Havas Media Group’s chief strategy officer Eva Grimmett said that with people starting to return to “some form of normality”, many media channels have seen a decline in usage. But, the slight increase in the consumption of print media has a positive trend that has emerged, she added. 

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