Editor's Note: The original version of this story incorrectly referred to share of media revenues instead of share of consumer time spent with media. This version has been updated and a correction has been published here.
Advertising's share of time spent with media continues to erode, falling to a 45% of total consumer time spent with media in the U.S. in 2020, according to this year's edition of the Global Consumer Media Usage & Exposure Forecast from PQ Media.
While advertising continues to remain the dominant share of media revenues vs. consumer spending on a global basis, it also continues to erode, falling to less than two-thirds (65.9%) in 2020, according to PQ Media.
Whatever the case, the trajectory is is clear that consumers are increasingly paying for media directly vs. receiving ad-supported media.
PQ Media won't release explicit consumer media spending figures for another couple of weeks, but in 2018, it estimated
The average American consumer spent $1,344.55 in 2018, an increase of 3.6% from 2017.
The average global consumer spent $325.25 on media in 2018.