Behind the Numbers: The Future of Digital in 2025

Episode: Behind the Numbers: The Future of Digital in 2025—A media time spent slowdown, and who will benefit the most from the digital economy?
Release Date: January 10, 2025
Host: Marcus
Guests: Max Williams (Senior Analyst, eMarketer) and Jeff Schiller (Chief Revenue Officer, Vox Media)

Introduction

In the January 10, 2025 episode of Behind the Numbers, host Marcus engages in a comprehensive discussion with Max Williams and Jeff Schiller about the evolving landscape of digital media. The conversation delves into the projected trends for digital media consumption, advertising dynamics, the rise of podcasters, and the broader implications for the digital economy in 2025.

Digital Media Consumption Trends in 2025

The episode begins by addressing the forecasted trends in digital media consumption. According to eMarketer’s predictions:

• Average Daily Digital Media Time: Internet users are expected to spend 8 hours and 44 minutes daily on digital media in 2024, with an addition of 11 minutes in 2025, totaling just under 9 hours per day.

• Growth Rate: This represents a modest 2% growth in digital media time for 2025, a stark contrast to the 15% spike observed between 2019 and 2020 during the pandemic.

Notable Quote:

Max Williams [08:36]: "So, you know, worth thinking about as we, you know, look ahead over the next 12 months."

Slowdown in Growth: Insights from Guests

Jeff Schiller interprets the slowdown as a natural post-pandemic adjustment:

Jeff Schiller [06:14]: "I think it's definitely emblematic of post pandemic settling... I think it's healthy to have balance."

He emphasizes that this stabilization signifies a move towards enhanced engagement and quality rather than mere quantity.

Max Williams adds that the plateau in digital time growth could lead to a zero-sum game, benefiting established brands with large audiences while posing challenges for smaller entities:

Max Williams [07:12]: "We're entering or beginning to enter the kind of zero sum phase of this game... this is potentially really great news. But for the people that don't have those who maybe have not so big audiences or not so great brands, this is potentially not very good news at all."

Digital Advertising Trends

Despite the slowdown in digital media consumption, digital advertising spending continues to thrive:

• Digital Ad Spend Growth: Projected to grow between 10% to 12% over the next few years, outpacing the 2-3% growth in digital media time.

This divergence suggests that advertisers are increasingly focusing on more effective and targeted advertising strategies.

The Importance of Community and Quality Engagement

A significant portion of the discussion centers on the shifting focus from sheer scale to meaningful engagement and community building.

Jeff Schiller highlights the importance of genuine communities:

Jeff Schiller [10:13]: "Does it serve a purpose? Does it add value?... I believe that all of our brands do and all of our podcasts do as well."

He underscores that brands with authentic communities will outperform those relying solely on scale.

Max Williams complements this by discussing the evolving relationship between commerce, media, and web publishing:

Max Williams [13:28]: "It's going to be interesting to see how that shakes out... especially because we're also, I think, going to have a lot of really interesting stuff happen on the measurement front this year."

The Rise of Podcasters and Content Creators

One of the standout insights is the anticipated rise of podcasters as key beneficiaries in the digital economy:

Jeff Schiller identifies podcasters as future winners due to their deep engagement and multifaceted roles:

Jeff Schiller [19:58]: "I think podcasters are going to be the winners."

Max Williams reinforces this by citing the substantial time audiences spend on podcasts compared to traditional media:

Max Williams [20:05]: "People spend close to eight or nine hours a week with, you know, shows that the ringer puts out... that's a powerful message to bring to any advertiser's doorstep."

Podcasting is viewed not just as a medium but as comprehensive content that rivals traditional television and magazines in audience engagement.

Challenges and Concerns in the Digital Landscape

Despite the positive outlook, there are inherent challenges in the ever-evolving digital space:

Jeff Schiller expresses concern over the constant change in media and the introduction of new trends:

Jeff Schiller [24:02]: "The only constant in media is change... the most consistent thing... is that the only constant in media is change."

He advises that brands must stay true to their core purpose and clearly communicate their value to navigate these turbulences.

Impact of AI: While AI presents opportunities, Jeff emphasizes the irreplaceable value of human judgment and authentic content creation:

Jeff Schiller [26:37]: "AI can't review a movie, AI can't review a meal experience... point of view matters."

Conclusion: Future Outlook

The episode wraps up with key takeaways on the future of digital media:

• Shift to Quality and Community: As digital media consumption growth slows, emphasis will pivot towards building genuine communities and enhancing engagement quality.

• Rise of Content Creators: Podcasters and diverse content creators are poised to lead the digital economy, offering rich, engaging content that commands significant audience time.

• Adaptation and Resilience: Brands must adapt to the rapidly changing media landscape by staying true to their core values and leveraging authentic engagement over mere scale.

Final Thoughts:

Jeff Schiller [27:26]: "If you have relevancy and if you offer a point of view or a service that can't be replicated, then you're going to be okay."

The hosts conclude by encouraging listeners to stay informed and adaptable in navigating the dynamic world of digital media.

This episode of Behind the Numbers provides a nuanced exploration of the digital media landscape in 2025, offering valuable insights for marketers, advertisers, and content creators aiming to thrive in an environment where quality and community take precedence over sheer volume.