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Digital media content consumption continued with steady mid-double-digit percentage gains in August.
Pivotal Media Research’ analysis of Nielsen August 2018 data shows growth in consumption of digital content on PCs, tablets and mobile handsets of 15% to 34 billion person-hours -- similar to the low double-digit hikes in periods prior to April of this year.
Industry leader Google continues higher, with second place Facebook showing erosion, writes Brian Wieser, senior research analyst at Pivotal, in analyzing Nielsen’s Digital Content Ratings (DCR).
Google’s YouTube, Google and Waze combined to account for 32.8% of digital media consumption, up from 29.4% in August 2017. Google-related properties accounted for 56% of the growth in overall consumption of digital content.
YouTube continues to grow 20% or more gains. Alone, YouTube accounts for 18% of all digital content consumption.Taking out YouTube from overall industry-wide digital content results, equate to a 12% improvement.
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Facebook, which includes Messenger, Instagram and WhatsApp, was down to 14.3% of all digital consumption in August 2018; it was 16.9% in August 2017 and 18.5% in August 2016. Pivotal says while the number of core Facebook users were up 7.2%, the average time per person was down 6.7%. Total company-wide usage decline was 13.0%.
After Google and Facebook, Verizon properties were the third-largest platform of digital content time spent. Including Yahoo, AOL and Tumblr (but excluding MSN inventory), Verizon had a 3.2% share of digital media content consumption against. 3.5% in August 2017.
Next was Amazon. Looking at all activity -- including Twitch and Audible -- it was at a1.8% share against 2.1% in August 2017.
Snap was also lower: 1.5% in August 2018 versus 1.8% in August 2017. Wieser says this does not include younger-skewing audience base -- under 18 -- which “could have a more significant impact on the company’s overall usage trends.”
Still, Snap shows growth in monthly users 20% higher. Time spent on Snap fell 23%, the fifth consecutive month to do so.
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October 8, 2018 at 11:00AM
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