movies are number one). And yet because of lower consumer value and platform sophistication, this category monetizes far worse than any medium with comparable attention. Women enjoy this surplus far more than men do: They’re three times more likely to say that books are their favorite medium. Media monetization patterns across countries Media monetization diverges across countries, as do consumer preferences and approaches to attention. Global insights from Brazil, Germany, India, Japan, Saudi Arabia, the United Kingdom, and the United States include the following: — The United States leads the pack in monetization . Across nearly every media format, the United States monetizes at a higher dollar per hour of consumption, in absolute terms, compared with other regions. — The shape of monetization varies by country . While monetization in the United Kingdom broadly resembles that in the United States, there’s a high degree of variance by medium across other measured markets. These differences may not surprise anyone who has visited a bookstore in Tokyo (typically vibrant and busy) or observed the commuting behavior in many US cities versus their European or Japanese counterparts. While the United States’ car culture and overwhelming reliance on private transit lend themselves to passive consumption of radio or podcasts, the much greater usage of public transit in other parts of the world fosters more active consumption, such as reading a book, scrolling through social media, and playing games on a cell phone. — Outside of live events, gaming is number one . Console and PC gaming command the highest monetization per hour across nonlive mediums, except in Germany, where it monetizes third best behind print newspapers and books. In the United Kingdom and the United States, console and PC games command more than three times higher dollar-per-hour values than mobile games do. This difference is even starker in Brazil and India (about nine times and 21 times, respectively). By contrast, console and PC games and mobile games in Japan perform similarly in dollar-per-hour consumption ($0.38 and $0.34, respectively). — Print overperforms outside of the United States . In Germany and Japan, newspapers, magazines, and books are among the leading formats on dollar-per-hour monetization. In Japan, books monetize (per hour of consumption) nine times better than streaming video does. The gap is 1.4 times in the United States, two times in the United Kingdom, and five times in Germany. — Americans love TV, and TV loves them back . In absolute terms, linear and streaming video monetize two times better in the United States than they do in any other market. In relative terms, linear and streaming video make up a higher proportion of discretionary income in the United States than they do internationally. — Cable and streaming are important everywhere; after that, markets are idiosyncratic . For all measured markets, cable TV and streaming video would be the most missed mediums if removed entirely from consumers’ lives. Beyond those two, UK consumers significantly overindex on live professional sporting events, German consumers overindex on PC games and radio, Japanese consumers overindex on newspapers, Indian consumers overindex on mobile games and movie theaters, Brazilian consumers overindex on console games, and Saudi Arabian consumers overindex on audiobooks. 27 The ‘attention equation’: Winning the right battles for consumer attention