TV vs Digital: Which is winning?

A new report from Nielsen shows big differences worldwide

One question dogs investors, channels, advertisers and producers worldwide: is TV or digital winning the war for global attention? Digital – and notably series – are generating the headlines, with the CanneSeries festival currently running in Cannes.

But in reality, what is happening on screens across the world right now?

The answer: it depends!

The rise of platforms such as Netflix, YouTube, and TikTok has completely upended the way we consume content, with three keywords: on-demand; entertainment; and mobile. Traditional media, especially broadcast TV, remains resilient, drawing large audiences for live sports, popular series, and local news.

Big differences by age and region

There are big differences between global and local usage. For instance, in Poland, Nielsen notes that conventional TV still dominates with cable commanding 33.2% of viewership, while streaming accounts for only 8.2%. Conversely, in the U.S., streaming platforms lead with 38.3% of total TV viewing time, surpassing cable at 28.1%.

In Asia, television usage varies, with Singapore at 67%, the Philippines at 72%, and South Korea at 94%. Internet adoption is high across the region, with Singapore and the Philippines at around 90%, and Taiwan and South Korea at 98%.

Demographics play a significant role in media consumption. In Thailand, mature adults (40+) have a higher reach on traditional TV at 61%, compared to 39% for Gen Z and Millennials. Gender differences are also evident, as seen in Germany where men use Amazon Prime Video and YouTube Premium more than women.

Ultimately, the figures show that viewers are not exclusively committed to one form of media but rather engage with both traditional and digital platforms in their daily lives depending on the content.

(Michael Leahy. Source: Nielsen.com Photo: Karolina Grabows / Pexels)