The balance of time spent with media among adults in France is shifting increasingly toward digital. But traditional media time is declining faster than digital is replacing it, meaning a drop in overall media time through our forecast.

Key Question: As total media time declines, where should advertisers turn to find their audiences?

Key Stat: Digital media has risen steadily since the pandemic, while traditional media has declined more rapidly. Digital media time trailed traditional time in 2021, but digital will be 1 hour and 12 minutes (1:12) ahead by 2026.