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1、3 Key mediaconvergence trendsA guide to global media planning through shifting landscapesCopyright 2025 The Nielsen Company(US),LLC.2IntroductionThe global media landscape of 2025 is a kaleidoscope of shifting patterns,where traditional boundaries blur and new opportunities emerge in unexpected plac

2、es.Were observing changes in technology,generational preferences,and industry practices that are influencing how audiences engage with content and how advertisers reach them.This media planning guide is your lens into this new reality.Weve sifted through the noise to identify the key forces shaping

3、our industry around the world.Our goal isnt just to describe whats happening,but to equip you with the insights needed to navigate this changing landscape with confidence.In todays reality,the media ecosystem has evolved into a far more nuanced and multifaceted environment.Streaming platforms,social

4、 media and even retail spaces are all jockeying for a piece of the advertising pie.The convergence is creating a rich and complex mosaic of touchpoints for brands to connect with consumers.IntroductionCopyright 2025 The Nielsen Company(US),LLC.33 key trendsAs you plan your advertising strategies for

5、 2025,staying ahead of evolving trends is crucial for maximising campaign impact and audience engagement.In this report,we highlight key trends that are reshaping how brands connect with audiences and how you can leverage them to enhance your advertising efforts.Trend 1:Finding the balance between t

6、raditional and digital mediaAs channel mix becomes more complex,balancing investment across traditional and emerging channels is challenging but necessary.Trend 2:Seizing the opportunity in retail media advertisingThe rapid growth of retail media advertising offers new opportunities,but effectivenes

7、s varies widely by industry and objectives.Trend 3:Planning for the generational shift in media consumption habitsGenerational divides persist.Different age groups consume media in distinct ways in different markets,demanding tailored approaches.BATrend 1Finding the balancebetween traditional and di

8、gital mediaFinding the balance between traditional and digital media1Copyright 2025 The Nielsen Company(US),LLC.5Connected TV(CTV)devices and streaming services have seen substantial growth,particularly in countries like the U.S.,where theyve become the most popular viewing method.However,this devel

9、opment doesnt signal the end of traditional TV.On the other hand,traditional TV has shown remarkable resilience in the face of digital competition.In markets like Poland,traditional TV viewership remains strong and continues to dominate viewing time,with only about 8%of time spent streaming in the f

10、irst-half of 2024.Even in the U.S.,where streaming made up about 40%of audiences total TV time during the same period,77%of homes were reached by CTV devicesindicating further room for growth.This contrast between Poland and the U.S.illustrates the varied pace of this transition globally.The trend s

11、uggests that global media strategies need to be nuanced and adaptable.While much of medias growth lies in digital platforms,the present reality is a complex environment where both traditional and digital platforms coexist and serve different viewer preferences.Share of time with streaming varies acr

12、oss marketsThe gap between linear TV and CTV continues to growFigure 1.1Figure 1.21H 2024TV reach in the U.S.CableSatelliteTerrestrialStreamingOther33.2%30.2%22.2%8.2%6.3%BroadcastCableStreamingOtherU.S.22.5%28.1%38.3%11.2%PolandQ1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023Q4 2023Q1 2024Q2 2024T

13、otal use of TV setLive+time-shifted TV reachCTV reach0%25%50%75%100%Note:The analysis includes all streaming viewing minutes,not just those supported by advertising.Source:Nielsen National TV Ratings plus Streaming Platform Ratings,Persons 2+,U.S.;Nielsen Single source Panel Data(Linear TV&Streaming

14、)-TV set AMR data,TV Consolidated+7,PolandNote:The analysis includes all CTV viewing minutes,not just those supported by advertising.Source:Nielsen National TV Ratings,Persons 2+,U.S.Finding the balance between traditional and digital media1Copyright 2025 The Nielsen Company(US),LLC.6You need to dev

15、elop market-specific strategies that balance both traditional and digital platforms.If you prioritise streaming platforms in your media mix,consider maintaining a presence in traditional broadcast and cable to capture the still-significant audiences within these channels.To effectively navigate this

16、 complex media landscape,you need a comprehensive cross-media solution.Nielsen ONE empowers you to confidently build audiences,plan and measure across channels,and connect your efforts to business outcomesall from a single platform.The key focus should be on offering integrated solutions that combin

17、e your linear TV and streaming assets.Highlight the unique strengths of each platform,while providing advertisers with unified sales packages and consistent measurement across both.For advertisersHow can we help you?For publishersDespite the rise of streaming,traditional TV remains a significant par

18、t of global media consumption.Action planTrend 2Seizing theopportunityin retail mediaadvertisingSeizing the opportunity in retail media advertising2Copyright 2025 The Nielsen Company(US),LLC.8Retail media advertising is evolving rapidly,expanding beyond simple sponsored listings to encompass a full-

19、funnel approach with on-site displays and off-site ads.This evolution aligns with the growing importance of retail media in global marketing strategies,as evidenced by Nielsens 2024 Annual Marketing Report,which found that 68%of global marketers consider retail media more crucial to their strategies

20、 than in the previous year.Across various markets,the spend on retail media advertising is increasing.Amazon ad spend in Japan aligns with this,showing consistent month-over-month growth.However,this upward trend is not uniform across all industry segments.In the U.K.,about a third of top electronic

21、s advertisers allocate 20%of media budgets to Amazonin contrast,12 of the 30 leading cosmetics brands spend very little there.The effectiveness of retail media networks is closely tied to specific industry dynamics,target audiences and marketing objectives.Hence,simply attempting to keep pace with p

22、erceived industry trends may not yield optimal results.Steady growth in Amazon retail media monthly ad spendIndustries are investing in retail media networks at different ratesFigure 2.1Figure 2.2Amazon Retail Media monthly ad spend in Japan(USD)Ad spend by channel in the U.K.25,000,00050,000,00075,

23、000,000100,000,000Aug 24Sep 24Oct 24Nov 24Dec 24InternetRetail mediaSocialTelevisionRadioOutdoorPress38.9%19.1%14.6%11.9%8.5%4.7%ElectronicsTelevisionSocialInternetOutdoorRetail mediaRadioCinemaPress61.4%10.9%10.9%9.9%3%2%CosmeticsSource:Nielsen Ad Intel Retail,August-December 2024,JapanNote:We look

24、ed at the ad spend of branded advertisers.This included 10 of the top 30 electronics advertisers and 12 of the top 30 cosmetics advertisers in the U.K.Source:Nielsen Ad Intel Retail,6 May-1 Sep 2024,UKSeizing the opportunity in retail media advertising2Copyright 2025 The Nielsen Company(US),LLC.9Ret

25、ail media advertising is rapidly evolving,offering another channel for ad spend beyond traditional digital and offline media platforms.To maximise retail media impact,analyze competitor spending and channel allocation to inform global media plans.Utilize independent measurement solutions to ensure c

26、omparable data across platforms,enabling you to plan and evaluate campaign performance.Leverage first-party data for targeted ads and invest in robust analytics for full-funnel optimisation.The advertising ecosystem demands comprehensive market intelligence and actionable insights to drive success.N

27、ielsen Ad Intel equips you with powerful insights to navigate the complex advertising landscape with confidence.It allows you to analyse spending patterns,identify emerging trends,and benchmark performance against competitors,enabling you to optimise strategies and maximise ROI across various market

28、s and platforms.Invest in seamless cross-platform integration to help advertisers see the value in a holistic approach for better media planning.Implement independent measurement standards with transparent,third-party verified metrics to boost advertisers confidence and position yourself as a valuab

29、le partner for effective retail media campaigns.Action planFor advertisersHow can we help you?For publishersTrend 3Planning for the generational shiftin media consumption habitsPlanning for the generational shift in media consumption habits3Copyright 2025 The Nielsen Company(US),LLC.11A significant

30、generational shift is reshaping global media consumption habits,with younger generations across the globe embracing digital media while older generations maintain a preference for traditional TV.In the U.S.,viewers aged 2-34 spend over 60%of their total TV time on streaming services.In Thailand,Gen

31、Z reports the lowest traditional TV viewership at 47%,favoring digital options,while the 55+demographic reports the highest at 62%.But this is only part of the picture.Older viewers tend to watch a lot more total TV than their younger counterparts,so the 75%U.S.viewers 65+spend with linear TV adds u

32、p to a lot more hours.We see similar trends in Thailand with all media types having greater total reach with older audiences than younger generations.This trend is reshaping not just how content is consumed,but how its produced,distributed and monetised on a worldwide scale.As digital natives come o

33、f age,theyre ushering in an era dominated by on-demand streaming services,mobile viewing and personalised content algorithms.But the media industry will also need to continue to account for older generations who can be heavy consumers of media and maintain their allegiance to more traditional forms.

34、Streaming dominates youth,traditional TV holds older audiencesMedia has greater reach with older audiencesFigure 3.1Figure 3.2%of time spent on media platforms by age group in the U.S.Total reach of video platforms in Thailand by generationPerson 2+Person 2-11Person 12-17Person18-24Person25-34Person

35、35-49Person50-64Person65-99BroadcastCableStreamingOther0255075100TVSocial mediaOTT boxAVODSVODGen Z&Gen YMature(40+)0255075100Note:The analysis includes all streaming viewing minutes,not just those supported by advertising.Source:Nielsen National TV Ratings,Persons 2+,October 2024Note:The Mature dem

36、ographic is 40+.Source:Nielsen Cross-platform ratings Nationwide 4+,Jan-Jun 2024,ThailandPlanning for the generational shift in media consumption habits3Copyright 2025 The Nielsen Company(US),LLC.12Develop a multi-platform strategy and tailor your content and messaging that resonates with the viewin

37、g habits and expectations of different age groups.To measure the impact of your approach,implement cross-platform measurement tools to track the effectiveness of your campaigns across both traditional and digital.Implementing effective strategies across diverse age groups and media platforms require

38、s precise audience targeting and measurement.Traditional demographics like age and gender are no longer sufficient in todays complex media landscape.Nielsen Media Analytics addresses this challenge through custom research capabilities,enabling you to create tailored audience segments based on specif

39、ic needs.Todays advertisers want more than just ad spacetheyre looking for partners who understand their goals.Offer advertisers cross-platform packages with detailed audience data and insights to help them optimise their campaigns.For advertisersHow can we help you?For publishersThis generation-dri

40、ven shift in media consumption underscores the need for advertising opportunities across media types.Action planCopyright 2025 The Nielsen Company(US),LLC.13As we look to the horizon,its clear that success in advertising will require more than just adapting to change.The ongoing convergence of platf

41、orms presents new opportunities for both advertisers and platforms to develop more effective strategies.Its about crafting narratives that resonate across diverse touchpoints,leveraging data not just for targeting,but for creating deeper,more meaningful connections with audiences.We can equip you wi

42、th the insights to navigate todays fragmented media landscape,helping you reach and engage your audiences effectively across all platforms and generations.To stay informed on the latest media trends and access a wealth of insights,do check out the insight page on our website.ConclusionNielsen is a g

43、lobal leader in audience measurement,data and analytics.Through our understanding of people and their behaviors across all channels and platforms,we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiencesnow and into the future.Learn more at and connect with us on social media (X,LinkedIn,YouTube,Facebook and Instagram).Audience Is EverythingAbout Nielsen