Time spent on social media to overtake linear TV

Time spent on social networking and messaging apps is set to overtake linear TV use globally, according to new research.

The data, from Global Web Index, found that since 2012, time devoted to linear TV has remained largely stable, albeit with a gentle downward trend present over the last couple of years.

In contrast, average time spent on social networking and messaging has remained on a firm upward trajectory – with this activity now capturing almost 25 more minutes per day than it did in 2012.

While linear TV is certainly not being abandoned – and while TV as a whole is still the dominant media activity once online consumption is factored in too – it’s not hard to see how networking will eventually overtake linear TV should current patterns remain unchanged.

Indeed, look at the trend-setting 16-24s and this transition took place some time ago. With each year that passes, social networking/messaging is opening up a stronger and stronger lead over linear TV.

In this context, it’s pretty obvious why so many sports and media providers have been keen to strike deals with the leading networks – which are now key to how younger groups consume content.