Why does it matter?

Media consumption patterns and behaviours are ever evolving amid shifting social trends, technological advancements, and market developments.

But understanding what audiences want—the content they consume, when and how they consume it—is critical for public service media, which depend on audience engagement.

However, there are various audience measurement complexities to unpick, such as the multiplication of devices and networks—something the EBU can help with.

What are we doing about it?

The EBU Media Intelligence Unit conducts abundant original audience research on everything from consumer trends and digital media consumption to Big Tech’s influence on audiences.

We also offer EBU Academy courses to help our Members better engage audiences, adapt to market shifts, and stay relevant in an increasingly congested and fragmented mediascape.

Below, you can find plenty of exclusive and strategically valuable information, training, and data resources to understand the issue fully.