1、The 2024Media MorphU N I T E D S T A T E SUnderstanding the evolving US media landscapeLiving consumer intelligence|The 2024 media morph2The evolving US media landscapeHow has media consumption and engagement changed in recent years,which channels are on the rise,and how are consumers responding to

2、the barrage of omnichannel advertising?Leveraging YouGov Profiles,this report explores shifts in media habits of Americans over the past five years,and drills down into their attitudes toward advertising.In particular,we chart the rapid adoption of online media by older Americans since 2019,and prof

3、ile the Americans who are most receptive to advertising,uncovering the media channels most resonant with them.Online fully entrenchedOnline is now the primary advertising channel,dominating the attention US consumers Datasets used:YouGov Profiles+USA 2023-12-31,YouGov Profiles+USA 2019-12-29;N 2,500

4、;DontKnow and Not Applicable responses omitted.The 2024 media morph32%2%3%3%3%4%5%6%22%28%2%2%4%2%3%4%5%9%22%24%Main advertising channel that grabs your attention20192023Online(apps,social networks,websites,etc.)TVDirect mail(flyers,letters,coupon envelopes,etc.)In-store promotionsPodcastsMovie thea

5、terBillboardsRadioPrinted magazinesPrinted newspapersStreaming fueling online attentionSocial media remains the top channel,but online video and streaming/on-demand TV are registering highest growthDatasets used:YouGov Profiles+USA 2023-12-31,YouGov Profiles+USA 2019-12-29;N 12,00044%5%8%12%13%27%4%

6、4%12%8%10%28%Main online advertising medium that grabs your attention20192023Social networks(side banner ads,brands promotional content,etc.)Online videos(pre-roll video ads,banner ads on the platform,etc.)Streaming/on demand TV servicesWebsites(banner ads,videos,etc.)Music streaming services(audio,