Streaming Surpasses Live TV Globally

EMARKETER, Publicis Media, and GWI released their Global Media Intelligence Report 2025, a robust annual guide detailing media and device usage in 50 markets. Each of the seven regions’ media habits and behaviors is analyzed by several key metrics. New metrics this year include time spent with short videos and mobile gaming, and perceptions about AI. “Brands and agencies tell us they use the GMI collection of reports to help develop media strategies and allocate budgets for campaigns,” said EMARKETER principal analyst Paul Briggs. “The insights covered enable media buyers to align their channel mix to regional media habits and shift spending to growth formats in mobile-first markets.”

“For the first time this year, we’ve asked consumers about AI, and the results aren’t necessarily what you’d expect. Enthusiasm for artificial intelligence doesn’t follow the traditional lines of wealth or connectivity, but rather an openness to emerging technologies. Markets like Latin America, the Middle East, and Africa stand out for their excitement and curiosity, even as they lag behind wealthier nations in digital maturity. What we’re seeing is that younger populations are driving a mindset shift: optimism, experimentation, and a readiness to adopt new tools are outpacing infrastructure itself. It’s a clear signal that technology adoption today is less about what people have access to and more about how they feel about what’s next. For brands, understanding where this openness exists is key to identifying where the real opportunities lie,” said Jason Mander, Chief Insight Officer at GWI.

“The global media landscape is at a crucial moment in its evolution, as consumer habits continue to shift and new technologies emerge – and we see the rate of change and adoption varying in fascinating ways across regions and markets,” said Eddie Parker, Executive Vice President, Head of Growth Planning, Publicis Media-Starcom. “Our teams rely on the Global Media Intelligence Report to shape client media strategies by market and ensure that our ads are delivered to consumers in the right environments where the message will resonate.  This year’s edition reinforces just how dramatically consumer habits have shifted all over the globe, and sheds light on the impact that AI and other new technologies are having across regions. Truly understanding what matters to people, why they are making choices, and how media platforms can unlock opportunities to inform, entertain, or provide utility will help set brands apart and drive positive business outcomes for our clients.”

The study found that streaming has surpassed live TV in every region. Digital viewing is now the dominant format across regions, but broadcast TV is still strong in a handful of markets. Short-form video dominates in mobile-first markets, as Brazil, the Philippines, and South Africa set the pace, far exceeding the global weekly average of 6 hours, 45 minutes with the format. The report also highlighted that audio consumption is highly fragmented. Radio, music streaming, and podcasts all capture significant listening time, although in some markets, radio time has diminished significantly. The US leads all countries in more than 15 weekly hours of listening time across formats.

The creator economy operates differently across regions. Asia markets and Middle Eastern countries tend to lean into fan-funded ecosystems, while Western countries view it as ad-supported entertainment. One of the key findings is that the AI enthusiasm is aligned with younger age medians. Latin America, the Middle East, and Africa show the strongest excitement, despite lagging digital maturity, while aging, wealthy nations in Western Europe and North America are more cautious. Audiences increasingly stack formats rather than abandon old ones. To reach full coverage, advertisers need blended strategies across streaming, broadcast, audio, and short video.