Main content consumption channels.

The main content consumption channels today are shaping a new planning logic. News remain a space of instant access and personal information control: 75% of the audience receives them via messengers. This means distribution, message format, and speed of response are becoming critical for brands working with relevance and trust.

In the entertainment segment, the picture is different. Video platforms reach 61% of the audience, confirming the dominance of video as a core engagement format. Social media, at 58%, remain a key environment for habit formation, repeated contact, and scaling reach.

These figures are changing not only channel selection but also the role each channel plays within the media mix. Messengers are about speed and relevance, video platforms about depth and retention, and social media about consistent presence.

Planning can no longer be built around a single dominant channel. Only an integrated approach works — where content adapts to audience behavior, not the other way around.

Does your media strategy reflect the distinct role of each channel, or are you still scaling one format across every platform?

Data processed by Media Systems