Younger demographics, the availability of new technologies, and increased competition are collectively driving significant changes in audience behavior and media consumption. Keeping up with trends presents challenges.
A global youth bulge, increases in use of FM and television, and rapidly maturing media markets are just a few of the factors facing BBG broadcasters worldwide.
While the resulting media behavior trends are increasingly clear, they are not universal, requiring the BBG to create tailored approaches for reaching individual markets.
As the following series of maps illustrates, the global move away from shortwave usage toward FM, television, and mobile is unmistakable. But again, not universal.
The maps show audience ownership of the various broadcasting technologies – shortwave, medium wave, FM, television, internet access, and mobile.
In viewing the maps, look for the color green, which indicates high ownership. Click maps to enlarge.
