Global, Consumer spending on digital media

Overview of consumer spending on digital media by media type, by age.

23.3% of consumers reported having paid for video content in the past year, the largest share of any media type, according to data from Reuters and the University of Oxford. 15.6% had paid for audio, and 15.1% had paid for content for or through mobile applications. 13.1% had paid for online news, 10.5% paid for (or in) games, and 10.4% had bought e-books.

In general, younger respondents were more likely to pay for digital media. Almost a third of 18-34 year olds had paid for video content, compared with just 14% of over 55s. Audio content was equally stark, a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands