One of the industries that benefitted from the global pandemic was the media and entertainment business,and it’s easy to see why.

Restrictive measures on movement and activity left people with few alternatives. Now, however, the industry is still growing, but its rate of growth is lower. Annual revenues are more than 2.5 trillion dollars and will gradually move toward three trillion, but consumer spending is slowing down amid economic pressures and the ability to resume activities that do not require a digital device.

In the US, people spend about 65% of their day interacting with some form of media. This can range from work-related Internet use to leisure scrolling through social media, tuning into streaming platforms, and playing video games. It’s no wonder that advertising on digital channels, depending on the country, will surpass or has surpassed ad spending on traditional media. Marketing dollars go where the eyeballs are, with the challenge now being which and how many eyes will access what content during the day.