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Tuesday, May 18, 2021

QVC, With Its Holiday Sales, Is Living in a Very Different Media World

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The home shopping channel QVC said it expected its holiday sales to rise 10 percent from a year ago, driven largely by the holiday season.

With TV viewing in decline and fierce competition for consumers’ attention, companies are more dependent than ever on other forms of media — including digital-only ones — to maintain growth.

But “from the television perspective, a lot of changes are happening,” said Elaine Lee, director of media analysis at MoffettNathanson. “People are spending more time watching video on the internet, but they’re also spending more time watching TV on their phones.”

Overall, Americans spent $129.4 billion on media, including digital-focused media and traditional media such as video, in the second quarter, up 1.8 percent from a year ago, according to industry research firm SNL Kagan.

Tablets and phones, with the widespread use of video apps, accounted for the largest share of that total — by a wide margin. Their total share of U.S. media consumption exceeded their combined offline total in the first half of the year, and tablet media consumption accounted for a record 49 percent of U.S. media consumption.

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