Global media consumption is expected to decline in 2025 for the first time since the 2009 Great Recession, marking a potential shift in how audiences engage with media worldwide. According to PQ Media’s *Global Consumer Media Usage Forecast 2025–2029*, a modest 0.3% dip in media usage is projected following a 2.4% increase in 2024. This anticipated drop is driven by a combination of digital saturation, economic uncertainty, and the absence of major global events.
In 2024, average weekly media consumption reached 57.2 hours, boosted by significant happenings such as the Summer Olympics and multiple national elections. These events offered a short-term lift, but the forecast suggests this momentum will not carry into 2025. PQ Media CEO Patrick Quinn cites economic pressures, including inflation and a potential global recession triggered by renewed tariff wars under the Trump administration, as key contributors to the decline.
Despite the downturn, the outlook for 2026 is more optimistic. That year will feature over a dozen major national elections, the Winter Olympics in Italy, and the FIFA World Cup co-hosted by the United States, Mexico, and Canada. These global spectacles are expected to reignite media engagement, resulting in a rebound in usage.
Traditional platforms such as AM/FM radio are among those most vulnerable to these changing media habits. Younger audiences continue to shift toward digital-first experiences like streaming services and podcasts. Quinn emphasizes that as streaming replaces broadcast TV, over-the-air radio, DVDs, and CDs, the decline of traditional media formats is accelerating. Additionally, mobile gaming and children’s podcast content are gaining traction, indicating a broader move toward mobile and on-demand consumption across all age groups.
Still, AM/FM radio maintains a foothold in one key environment: the car. In-vehicle listening remains a strength, though its dominance is gradually being challenged by modern infotainment systems that integrate streaming apps and personalized audio services. As these technologies become standard, traditional radio’s reach in its last stronghold may diminish.
Digital audio, on the other hand, continues its upward trajectory. OTT (over-the-top) audio platforms, mobile apps, and podcasting are all expanding, particularly among younger demographics in high-income countries. In 2024, mobile video led the pack with a 16.7% growth rate, while audio content also saw solid gains.
Quinn also introduced the concept of the emerging “ai-Gen,” a generation born between 2025 and 2039. These children will grow up fully immersed in artificial intelligence and digital media from the earliest stages of life. With record-high broadband, smartphone, and tablet penetration in 2025, many of these children will learn to use digital devices almost as soon as they can walk. This signals a permanent shift in media consumption habits and presents both challenges and opportunities for content creators and advertisers alike.
PQ Media’s full forecast offers deeper insights into the evolving media landscape through 2029, as the world continues its transition into a digital-first era.