Attest’s US media consumption tracker

Want to stay up to date with what your audience is watching, reading, listening to, and scrolling through? Our quarterly US media consumption tracker gives you the latest data and analysis to inform your media planning. 

What’s in the tracker?

📺 Watching data: live and streamed TV 

📻 Listening data: radio, streamed music, podcasts and audiobooks

📕 Reading data: print and digital newspapers and magazines

📱 Scrolling data: top nine social media platforms

Twitter performance stagnant as platform changes hands to Elon Musk

Q1 results show social media usage trending down with only TikTok recording growth in users.

As Twitter is sold to Elon Musk for $44bn, data from our media consumption tracker shows  the platform chalked up little growth in the US in the first three months of 2022.

While Twitter achieved a net 0.9 percentage point increase in weekly users at the end of March, it also recorded a 0.5 percentage point increase in the number of people who ‘never’ use the platform – this figure now stands at half of working-age Americans. 

It will certainly be interesting to see how Musk develops the offering for advertisers, having publicly questioned Twitter’s advertising business and stated that he wants to roll back the platform’s content moderation practices (making it a less safe space for brands).

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Beyond Twitter, other uninspiring performances seen during the quarter include that of Facebook and Instagram. Both platforms saw their numbers of non-users in the US increase (by 2.3 and 2.5 percentage points respectively). But Snapchat had the highest loss of users, with a 3.3 percentage point increase in the number of people who never use it. 

TikTok was the only platform showing user growth, with a 1 percentage point reduction in non-users. It also achieved a 1.1 percentage point net increase in weekly users. But it was Youtube that clocked up the biggest increase in frequency; daily users grew by 4.9 percentage points to 52.1%.  

Are we really Not-flixing?

In their recent report to shareholders, Netflix announced that it had lost subscribers for the first time in a decade – including 600,000 in the US and Canada – resulting in a net loss of 200,000 subscribers globally. However, our data indicates that actual usage in the US is holding up (password sharing among households has been flagged as a problem). 

Netflix shows the biggest growth in regular users of all the streaming services, with a 2.8 percentage point increase in people watching it at least once a week (taking its audience to 71.2% of working-age Americans). Hulu and Peacock also show modest gains, while Amazon Prime, one of Netflix’s closest competitors, takes a big hit, with a 5.2 percentage point reduction in weekly viewers in the US (now at 41.3%).

Amazon is not alone in losing viewers; HBO Max falls by 3.1 percentage points and Disney+ sees a 2.2 percentage point reduction in weekly users.

Meanwhile, we see that the amount of people watching paid streaming services as a whole declines by 1 percentage point. Viewing time creeps up though, with a 2.2 percentage point increase in people watching for more than 4 hours a day (to 13%).

Youtube Music closing the gap on Spotify

Youtube Music is almost neck and neck with Spotify now thanks to a 1.7 percentage point increase in regular users during Q1. While 38.7% of working-age Americans regularly use Spotify, 34.8% are tuning into YouTube Music. 

All the other music streaming services in our survey lost users, with Amazon Music declining the most; dropping 4 percentage points. With just 18.4% of Americans using the platform regularly, it’s now a weak competitor for the two leaders.

On the whole, streaming music is modestly trending up; we see a 2.1 percentage point increase in people listening daily. Meanwhile, podcasts are also being listened to more frequently, with a net 2.2 increase in people listening on a weekly basis, and The Joe Rogan Experience still holding the crown as the most-named podcast. 

Interested in data for live TV, radio, newspapers and magazines, and more? View more graphs.

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