Media Industry Is Chasing The Wrong Kind of Attention, McKinsey Warns

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New research argues that not all screen time is created equal, and most media players are missing what really drives value.

In today’s media landscape, where consumers juggle endless entertainment options across multiple screens, the competition for attention has never been fiercer. But according to a report from consulting firm McKinsey, the industry may be measuring success with the wrong yardstick.

For years, media companies, advertisers and creators have tracked viewership, clicks and time spent as indicators of performance. These metrics capture only part of the picture, McKinsey says. Its report, based on a global survey of 7,000 consumers (including 3,000 in the United States), argues that quality, not quantity, of attention is the real driver of value.


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