Online Activities People Plan to Cut Back On.

Your next competitor for attention is the desire to close the screen.

In 2026, 26% of respondents plan to reduce their screen time, compared with 21% in 2022.

Twenty percent plan to reduce their social media activity, up from 15% four years ago. Eighteen percent want to spend less time on streaming services, compared with 13%, while 17% plan to cut their digital subscriptions, up from 12%.

Every category shows the same increase: five percentage points.

These are stated intentions that have yet to translate into confirmed behaviour. For brands and media platforms, they raise an important question: what will make people stay with you?

My interpretation: every interaction needs to demonstrate its value faster.

A useful answer, a relevant offer, a compelling story or a needed feature can justify the time spent. Repeating a message without adding value is harder to justify.

For subscription services, this is a reason to check whether users understand what they pay for and what they receive.

For advertisers, it means assessing frequency alongside results, testing messaging and removing unnecessary steps on the path to purchase.

More impressions alone do not guarantee greater persuasion.

If your audience spent less time online, which of your messages would they still want in their day?

Data processed by Media Systems