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Behind the Numbers: The Future of Digital in 2025—A media time spent slowdown, and who will benefit the most from the digital economy? | Jan 10, 2025
2025/1/10
Behind the Numbers: an EMARKETER Podcast
G
Geoff Schiller
M
Max Willens
Marcus Johnson: 本期节目讨论了2025年媒体使用趋势、线上社区建设以及数字经济的受益群体。我们邀请了资深播客总监Marcus Johnson，资深分析师Max Willens和Vox首席营收官Geoff Schiller参与讨论。
Max Willens: 出版商很难向广告商证明他们为受众提供了巨大价值。数字媒体使用时间的增长放缓，加上传统媒体的时长，意味着我们正进入零和博弈阶段，这对大型品牌有利，但对小型品牌不利。那些在购买旅程中扮演明确角色的出版商将做得很好，这包括那些能够设定文化议程或提供明确价值主张的出版商。
Geoff Schiller: 数字媒体使用时间的增长放缓反映了疫情后的稳定状态，这是一种健康的平衡，未来应关注提升参与度和社区建设。衡量品牌成功的关键在于其是否建立了真实的社区，并为用户提供价值，这将导致投资和兴趣转向高质量品牌。未来会有更多基于结果的媒体和品牌建设的平衡，品牌需要关注文化影响力，而不仅仅是电商媒体。播客和内容创作者将从数字经济中获益最多，而那些未能建立真实社区的品牌则可能面临困境。媒体行业变化迅速，保持品牌相关性和独特价值主张才能应对挑战，人工智能等新技术既带来机遇也带来挑战，关键在于如何有效利用。
Deep Dive
In 2025, the growth of daily digital media consumption is slowing down to 2%, compared to a 15% spike during the pandemic. This slowdown is analyzed in the context of post-pandemic life and the saturation of available time. The impact on advertisers and publishers with varying audience sizes is discussed, highlighting a potential shift towards quality over sheer scale.
- 2% growth in digital media time spent in 2025
- Post-pandemic settling as a factor in the slowdown
- 10-12% growth in digital ad spending, outpacing time spent growth
- Shift towards a zero-sum game in digital advertising
Shownotes Transcript