How Media Consumption Evolved Throughout COVID-19

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How Media Consumption Evolved Throughout COVID-19
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How Media Consumption Evolved Throughout COVID-19
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How Media Consumption Evolved Throughout COVID-19
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Media consumption spiked in the early days of the COVID-19 outbreak as Americans actively sought information and entertainment while at home. Whether this changed over the course of 2020 remains unclear, however.
To dive deeper into the issue, this infographic from the Knight Foundation explores each generation’s shifts in media consumption habits as the pandemic wore on.
Further below, we’ll also examine which media sources Americans deemed to be the most trustworthy, and why consumption habits may have changed for good.
Changes in American Media Consumption, by Generation
The data in this infographic comes from two surveys conducted by Global Web Index (GWI). The first was completed in April 2020 (N=2,337) and asked participants a series of questions regarding media consumption during COVID-19.
To see how consumption had changed by the end of the year, the Knight Foundation commissioned GWI to complete a follow-up survey in December 2020 (N=2,014). The following tables provide a summary of the results.
Gen Z
Unsurprisingly, a significant percentage of Gen Z reported an increase in digital media consumption in April 2020 in comparison to pre-pandemic habits. This bump was driven by higher use of online videos, video games, and online TV/streaming films such as Netflix.
By December 2020, these media categories became even more popular with this cohort.
Category
13.8%
+4.8%
The popularity of traditional outlets like broadcast TV and radio declined from their April 2020 highs, though they are still up relative to pre-pandemic levels for Gen Z survey respondents.
Millennials
Results from the December 2020 survey show that Millennials trimmed their media consumption from earlier in the year. This was most apparent in news outlets (online and physical press), which saw double digit declines in popularity relative to April.
Category
20.3%
+11.2%
Books and podcasts were the only two categories to capture more interest from Millennials over the time period. It’s also worth noting that the percentage of respondents who said “none” for media consumption rose to 20.3%, up significantly from 9.1% in April.
Possible factors for the increase in “none” responses include easing government restrictions and a return to more normal work schedules.
Gen X
The media consumption habits of Gen X developed similarly to Millennials over the year.
Category
28.9%
+12.9%
Broadcast TV and online press saw the largest declines over the time period, while once again, podcasts and books were the only two categories to capture more interest relative to April. The percentage of respondents reporting “none” rose to 28.9%—a slightly higher share than that of Millennials.
Boomers
Media consumption trends among Baby Boomers were mixed, with some categories increasing and others decreasing since April. Broadcast TV saw the biggest decline in usage of all media types, but remained the most popular category for this cohort.
Category
31.0%
+8.0%
Boomers also had the largest share of “none” respondents in both studies (23.0% in April and 31.0% in December).
Where do Americans Go For Trustworthy News?
To learn more about American media consumption—particularly when it came to staying updated on the pandemic—survey respondents were asked to confirm which of the following sources they found trustworthy.
The deviations between each generation don’t appear to be too drastic, but there are some key takeaways from this data.
For starters, Gen Z appears to be more skeptical of mainstream news channels like CNN, with only 28.9% believing them to be trustworthy. This contrasts the most with Gen X, which saw 40.1% of its respondents give news channels the thumbs up.
This story is flipped when we turn to the World Health Organization (WHO). Gen Z demonstrated the highest levels of trust in information published by WHO, at 50.3% of respondents. Only 39.0% of Gen X could say the same.
By far the least trustworthy source was foreign governments’ websites. This category had the lowest average approval rating across the four generations, and scored especially poor with Boomers.
The Lasting Effects of the Pandemic
Habits that were picked up during 2020 are likely to linger, even as life finally returns to normal. To find out what’s changed, respondents were asked which categories of media they expected to continue consuming in elevated amounts.
The chart below shows each generation’s top three responses.
Note that the top three for both Gen Z and Millennials are all digital and online categories (video games can be played offline, but the majority of popular titles are online). This contrasts with the preferences of Gen X and Boomers, who appear to be sticking with more traditional outlets in broadcast TV and books.
With consumption habits of younger and older Americans moving in opposite directions, advertisers and media companies will likely need a clear understanding of their target audiences in order to be successful.
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Demographics
Which U.S. Generation Wields the Most Economic Power?
Baby Boomers hold more economic power than Gen X, Millennials, and Gen Z together. See how it all breaks down.
Published
Iman Ghosh
Which U.S. Generation Wields the Most Economic Power?
In our inaugural Generational Power Index (GPI) 2021, we’ve ranked generations on how much power and influence they hold in American society.
And when it comes to money and economic power, our research has concluded that Baby Boomers, those between the ages of 57-75, have more influence than Millennials, Gen X, and Gen Z combined.
Generation
Gen Z
3.3%
These findings may seem intuitive, but what exactly contributes to economic power? To find out, let’s take a closer look at the GPI’s underlying variables.
The Building Blocks of Economic Power
Our starting point was to define the age ranges of each generation:
Generation
8 and below
2013-present
Using these ranges as a framework, we then calculated our four underlying variables of economic power. Here’s what the distribution within each one looked like:
The earnings variable represents the median weekly earnings of full-time workers in the U.S., and was the most evenly distributed of the four variables. Gen Z had the lowest median weekly earnings ($614), while Gen X had the highest ($1,103).
Boomers established a clear lead in the second variable, net worth, which represents each generation’s share of overall U.S. wealth. As it turns out, Boomers hold 53% of all wealth in the country—more than all other generations combined.
The third variable captures each generation’s share of billionaire wealth, and was dominated by Boomers and the Silent Gen. We calculated this variable by starting with the top 1,000 billionaires globally, then filtering for Americans only.
The final variable, business leaders, is based on two underlying metrics: the generational share of both S&P 500 CEOs and small business owners. This enabled us to capture data from two sides of the business spectrum to see who holds power there.
Download the Generational Power Report ( .pdf )
Shifting Dynamics in Economic Power
America’s wealth distribution is not stagnant, meaning the balance of economic power shifts with each passing year. Keeping this in mind, here are two of the most compelling trends that we discovered while analyzing data for the GPI report.
1. Younger Generations Show Sluggish Growth
The following chart illustrates each generation’s share of household wealth over time.
It makes sense that Baby Boomers would hold the most wealth of any generation. They have had more time to accumulate assets, and the population of Boomers is roughly three times higher than that of the Silent Generation.
What’s more interesting, however, is the stark difference in wealth trajectories between Boomers and younger generations.
While Boomers entered the workforce in a prosperous post-WWII era, Millennials and Gen Z have either started their careers in the aftermath of the 2008 Financial Crisis, or in the midst of the COVID-19 pandemic.
To put it in perspective, when Baby Boomers were as old as today’s Millennials in 1989, they held 21.3% of U.S. wealth. That’s more than four times higher than what Millennials hold now.
2. Small Business: The 99.9%
America’s small businesses may not have the same scale as global corporations like Apple or Amazon, but they are an incredibly important part of the U.S. economy.
In fact, small businesses make up 99.9% of all U.S. companies, and employ one-third of the nation’s workforce.
Here is who runs small businesses, from a generational perspective:
The 13% share held by Millennials may not sound too impressive, but it is one of the cohort’s strongest areas for economic power.
Looking forward, it seems entrepreneurship will grow into an area of strength for both Millennials and Gen Z, who are 188% more likely to want to create a side business compared to older generations.
Combine this with the fact that e-commerce adoption has been accelerating even faster than expected due to the pandemic, and it’s easy to see how younger, more tech-savvy generations could quickly expand their influence.
Visualizing the World’s Top 50 Influencers
In the modern digital world, social media reach is power.
The people with the most followers on Twitter, for example, have a massive platform to spread their messages, while those with large, engaged followings on Instagram are an advertiser’s dream sponsor partner.
Social media can also be an equalizer of power. It’s true that many celebrities boast large followings across platforms, but social media has also enabled previously unknown personalities to turn YouTube or TikTok fame into veritable star power and influence.
Who has the biggest reach across the entire social media universe? Instead of looking at who has the most followers on Instagram, Twitter, or other networks, we ranked the most-followed personalities across all major platforms combined.
Who Has the Most Overall Followers on Social Media?
We parsed through hundreds of the most-followed accounts on multiple platforms to narrow down the top influencers across social media as of April 2021.
Sources include trackers of the most followers on Twitter, Instagram, Facebook, YouTube, Twitch, and TikTok, verified directly on site and with social media tracker Socialblade .
The results? A top 50 list of social media influencers consisting of athletes, musicians, politicians, and other personalities.
Rank
134M
Facebook
Unsurprisingly, celebrities reign supreme on social media. As of April 2021, soccer superstar Cristiano Ronaldo was the most-followed person on social media with more than 500 million total followers.
But there are other illuminating highlights, such as the global reach of music. With large and diverse fanbases, artists account for half of the top 50 largest social media followings.
Also notable is the power of Instagram, which was the biggest platform for 67% of the top 50 social media influencers. This includes hard-to-categorize celebrities like the Kardashians and Jenners, which turned reality TV and social media fame into business and media empires.
Download the Generational Power Report ( .pdf )
The Most Followers on Twitter, TikTok, and YouTube
However, it’s not only celebrities that dominate social media.
Personalities that started on one social media platform and developed massive followings include TikTok’s most-followed star Charli D’Amelio and YouTubers Germán Garmendia, Felix “PewDiePie” Kjellberg, and Whindersson Nunes Batista.
Politicians were also prominent influencers. Former U.S. President Barack Obama has the most followers on Twitter, and India’s Prime Minister Narendra Modi has more than 175 million followers across social media.
Former U.S. President Donald Trump would have also made the list with more than 140 million followers across social media before being banned from multiple platforms on January 8, 2021.
A Generational Look at Social Media Influence
While older generations have had to adapt to social media platforms, younger generations have grown up alongside them. As a measure of cultural importance, this gives Gen X, Millennials, and Gen Z a rare leg-up on older generations.
Millennials , in particular, hold the lion’s share of spots in this top 50 list:
Generation
Ellen DeGeneres
The average age of the top 50 influencers was just over 37.
In our Generational Power Index ( GPI ), which measures the share of power generations hold in various categories, digital platforms were a key area where Millennials derived their power and influence. Overall, Baby Boomers —and to a lesser extent, Gen X —still run the show in most areas of society today.
Social Media Influence, Going Forward
As most fans and advertisers know, not all social media accounts and followings are homogenous.
Many influencers with relatively small followings have more consistent engagement, and are often able to demand high advertising fees as a result.
Conversely, most social media platforms are reckoning with a severe glut of fake accounts or bots that inflate follower counts, impacting everything from celebrities and politicians to personalities and businesses.
Regardless, social media has become a mainstay platform (or soapbox) for today’s cultural influencers. Billions of people turn to social media for news, engagement, recommendations, and entertainment, and new platforms are always on the rise.
Editor’s Note: An earlier version of the data used for this story incorrectly counted Facebook likes instead of followers for some personalities. The content has since been corrected and updated.”