DoubleVerify last month published the report Four fundamental shifts in media and advertising during 2020. The report contains the results of a study conducted with over 10,000 respondents across France, Germany, Spain, the UK, and the US.
DoubleVerify found the daily time spent on content consumption has doubled globally since the start of the COVID-19 pandemic, from an average of 3 hours 17 minutes to an average of 6 hours 59 minutes. DoubleVerify says this is partly driven by a surge in CTV consumption, with almost half (44%) of surveyed consumers using CTV devices more, alongside 48% spending more time on social platforms.
“This study highlights how transformative 2020 has been for advertisers. From the doubling in content consumption to the perils of navigating ever more dominant fake news cycles, these shifts highlight the critical challenges brands face this year and beyond. Never has reaching audiences, in the right place and context, been more essential to drive campaign performance. ” commented Mark Zagorski, CEO at DoubleVerify.
According to DoubleVerify, during the coronavirus pandemic, emerging channels, such as CTV have seen accelerated growth — with 44% of all consumers using CTV devices more. But the most significant increases are across social media, with almost half (48%) of consumers increasing time on social platforms. Overall, YouTube has seen the greatest increased interest, with 43% of consumers spending more time on the platform. Meanwhile, TikTok has seen the highest growth across the 18-24 demographic.