As consumers tried to pass the time during COVID-19 lockdowns, many whiled away the hours with social media, digital video and podcasts – and some even paid for digital content for the first time.
The question many advertisers and media owners find themselves now asking is the extent to which these behaviours will continue after the pandemic fades into memory.
Vivendi Brand Marketing, part of the French media conglomerate which also owns agency network Havas, launched a study to find out whether those media consumption habits are here to stay. To do so, the firm surveyed 7,200 consumers in markets...