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Futuri study shows permanent changes in media perception, consumption and income in traditional, digital and social media


CLEVELAND – (BUSINESS WIRE) – Futuri, the leading provider of AI-powered audience engagement and sales intelligence solutions for the media, today announced the key results of its Future of Audience and Revenue study with SmithGeiger, highlighting tectonic shifts in perception, the American media consumption and payment for the content exposed, as well as media managers’ predictions for the sector and confidence in their ability to meet emerging challenges.

The study looked at five key industries: television; social media; digital publishing; Radio; and esports, sports and betting. The most important findings include:

  • America’s voracious appetite for content: Americans are voracious content consumers, with 41% consuming more than 10 hours of content per week and amassing an average monthly cost of streaming bills of $ 45.

  • Audiences receiving news outside of traditional channels: 47% of Americans turn to Google every week for their news, flanked by Facebook (42%), YouTube (33%), Instagram, and Twitter (both 28%). National newspaper websites (New York Times, Washington Post, Wall Street Journal, USA Today) record only 19% of Americans.

  • Media Trust at All-Time Low: The majority of Americans don’t trust major TV networks. None of the organizations analyzed (CBS, CNN, NBC, ABC, PBS, FOX, MSNBC and Newsmax) were trusted by more than half of the respondents, with credibility scores between 30 and 47%. This dropped to 23-34% in young Americans.

  • Social cues as a source of pandemic-related news: Similarly, Americans are dwindling from mainstream pandemic news television. When we analyzed the same outlets (CBS, CNN, NBC, ABC, PBS, FOX, MSNBC, and Newsmax) to gauge where Americans are going for COVID-19 updates, the top outlets were between 31% and 52%. In contrast, Facebook attacks 64% of Americans specifically for pandemic news, YouTube (61%) and other social platforms (TikTok, Snapchat and Instagram) reach 48%.

  • Journalists are turning to social media: A large majority (88%) of journalists and producers at local TV stations use social media to find new stories and content for their readers.

  • Esports and Gaming Audiences, Good Targets for Sports Media: With sports betting legalized in more states, nearly two-thirds of Americans (61.5%) plan to bet on regular seasonal, playoff, or championship sports events.

  • Media managers are nervous about the future: 88% of media managers agree that attracting and retaining talent is a priority, but only 56% believe the industry can do it. Likewise, 85% agree that attracting younger audiences is important, but only 47% believe the industry can do it.

  • Broadcast Remains Resilient: A majority (65%) of HHI Americans over $ 100,000 depend on radio for their pandemic news, demonstrating the medium’s importance for updates on COVID-19.

“This study shows tectonic shifts in the way media is produced, perceived, consumed and bought at all levels of society and in the media, from streaming to TV, social media, digital publishing, radio and more,” said Daniel Decent, CEO of Futuri Media. “The message to media executives is very clear: Now is the time to accelerate innovation to keep pace with the evolution of the media, or risk being left behind.”

The study also looked at sectors such as self-driving cars, 5G, broadcast and streaming radio, music streaming, esports, and more. Further information on the study can be found at futurimedia.com/study21.

Survey methodology

The study interviewed more than 2,000 Americans ages 16 to 74 and nearly 200 media managers across the country who specialize in television, radio, or digital publishing. In addition, focus groups were held with over 100 media consumers. The study asked an accurate representation of America across age groups, employment, income, and education, as well as an accurate representation of the media industry based on age, gender, characteristics, and experience levels.

About Futuri

Futuri is the leading provider of cloud-based audience engagement and sales intelligence software for companies. Brands rely on Futuri solutions to make their content more relevant, accessible, engaging and results-oriented. Founded in 2009, Futuri holds 11 published or pending patents in 151 countries. Named the Inc. 5000 list of America’s Fastest Growing Private Companies for eight consecutive years, Futuri is the only audience engagement platform that includes solutions for sales, marketing and content teams. More information is available at www.futurimedia.com.


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