The media environment in the UK continues to evolve, and this increasingly means a consumer pivot to digital channels. But while digital video in particular is gaining significantly, overall time spent is in decline.

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

Key Stat: Just before the pandemic hit, digital accounted for 27 minutes more media time than traditional. But the gap has grown significantly, and digital will be almost 3 hours ahead by 2026.