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Insider Intelligence, Publicis, GWI Release 11th Annual Report on State of Global Media Landscape

Insider Intelligence, in collaboration with Publicis Media-Starcom and GWI, has published its annual “Global Media Intelligence Report” on key digital trends worldwide, designed for business executives who require comparable consumer usage data to support their decisions for global initiatives. Each year, marketers anticipate the report’s release to include as a core part of their planning processes for the upcoming year.

This year’s report includes the following findings and key themes:

  • Ownership of PCs and/or tablets continues to fall in many countries. Smartphones are already the primary—and sometimes the only—digital device owned by many internet users around the world. As advanced handsets continue to consolidate that position, larger-screen devices may be destined for a secondary role.
  • Smart TVs are gaining ground as high-quality in-home entertainment becomes a must-have. In all but a handful of countries, smart TV ownership rose by several percentage points year over year.
  •  Adoption of other smart products has accelerated. In 2020, a small minority of internet users polled owned a smartwatch, but momentum was building. That trend continued this year, with penetration climbing significantly in most countries.
  • In many countries, digital video has overtaken broadcast TV. As in prior years, TV still reaches more consumers worldwide than any other content-based medium. Yet the share of internet users watching digital video now surpasses the share watching live TV in many parts of the world.
  • The digital audio market is evolving, but radio hasn’t gone away. Broadcast radio’s reach shrank in many markets this year, but time spent with radio hardly changed since 2020.


“2021 is the fourth year that we’ve been privileged to work with GWI and Starcom on the Global Media Intelligence Report,” said Karin von Abrams, principal analyst at Insider Intelligence. “The range and depth of the data they provide is invaluable; the transparency and consistency of the survey methodology are also crucial for us and for our clients, as we aim to understand how device ownership and media habits are changing around the world.”

For each market, traditional and digital media behaviors as well as mobile and nonmobile device penetration rates are available, along with demographic breakouts by age, gender, and income or socioeconomic group. We have expanded coverage this year to include Greece, which joins the 42 countries tracked in last year’s report.

“When, where, and how people consume media continues to evolve, and this is no exception in 2021 as the global pandemic continues to alter our daily routines for a second year,” said Kelly Kokonas, EVP, Global Data Strategy, Publicis Media-Starcom. “For markets across the spectrum of smart and mobile tech adoption and digital video maturity, this report provides deep, cross-market insights on how people of all demographics and backgrounds are empowered by technology and experiencing their world in new ways.”  

The Global Media Intelligence Report is Insider Intelligence’s largest, most comprehensive snapshot of the current state of media consumption worldwide, covering 43 countries in six major regions—Asia-Pacific, Central and Eastern Europe, Latin America, Middle East and Africa, North America, and Western Europe. In addition, this year’s report contains nearly 500 charts for all local markets—based on data that Publicis and GWI helped identify and gather through their global network—in addition to benchmarks, analysis, and context provided by Insider Intelligence.

Jason Mander, chief research officer at GWI, explains, “We have been paying close attention to the impact the pandemic has had across the planet. For the second year in a row, we see the pandemic as a major influence on both media consumption and device ownership. Some countries have been affected more intensely or differently this year than last. Of course, many internet users had already experienced the types of restrictions imposed during the first phase of the health crisis in 2020, so we might have expected little change in their media behavior in 2021. That was true in some cases—but in others, a second year of the pandemic seems to have prompted significant shifts. For example, in many countries digital video has overtaken broadcast TV. Subscription video-on-demand products enjoyed a big boost in 2021, suggesting many internet users who resisted the appeal of Netflix, Amazon Prime Video, and other providers last year finally gave in to temptation as the pandemic continued.”


About Insider Intelligence


Formed in 2020 from the union of eMarketer and Business Insider Intelligence (BII), Insider Intelligence aims to be the world’s leading research service focused on digital transformation. Insider Intelligence enables thousands of global industry leaders to understand the critical trends and developments affecting their business in the short and long term. Each year, Insider Intelligence produces nearly 300 reports, 7,000 charts, 1,500 newsletters, and 200 forecasts across Advertising & Marketing, Consumer Demographics, Social Media, Video, Mobile, Ecommerce & Retail, Telecom & Technology, Financial Services, and Digital Health. Insider Intelligence is owned by European media giant Axel Springer SE.


About Publicis Media


Publicis Media harnesses the power of modern media through global agency brands Starcom, Zenith, Spark Foundry and Performics. A key business solution of Publicis Groupe ([Euronext Paris FR0000130577, CAC 40], Publicis Media’s digital-first, data-driven global practices deliver client value and drive growth in a platform-powered world. It is present in more than sixty countries with over 17,000 employees worldwide.



About GWI


GWI is the leading supplier of target audience insight to the global marketing industry. 

Trusted by the world’s biggest brands, media organizations, and agencies on a daily basis to get closer to their audiences, the company’s flagship survey represents over 2 billion people globally. Using the subscription-based platform, clients like Twitter, Google, Spotify, WPP, IPG, and Omnicom Group gather in-depth insights into behaviors, attitudes, and interests in seconds through a combination of survey data and analytics.

Among a range of leading data products available alongside its flagship survey are:

  • GWI USA is a deep dive into the habits, behaviors, and attitudes of 240m internet users in the USA.
  • GWI Gaming delves into the actions and attitudes of gamers across 15 markets.
  • GWI Sports investigates sports fandom and participation across 15 markets.
  • GWI Kids gets to the heart of how kids actually think, so you can be sure to kid-proof your ideas and concepts from here on.
  • GWI Work gives a detailed view of the lives of business professionals across 10 markets.
  • GWI Zeitgeist, included with our core survey, is fielded monthly and zeroes in on the stuff that matters. It’s topical, timely, and relevant.

Those looking for even more bespoke research solutions can enrich GWI data with a range of services like hyper-targeted custom surveys, brand trackers, and recontact studies.


Posted on October 26, 2021.