1 U nless otherwise noted, all data in this report come from this survey. A nyone who has spent too much of an evening trying to choose between entertainment options or ping-ponging back and forth between their TV screen and their phone while attempting to watch a new show or movie knows how many different forms of media are fighting for their attention. Media businesses, creators, marketers, and brands have tracked this high-stakes competition for consumer attention but often equate it to a contest for consumption, comparing box scores of hours watched or eyeballs reached. This focus on the quantity of time spent—or the size of audience—overlooks a more important issue: the quality of time spent. Not all consumer attention is created equal. Consumption and monetization vary widely across 20 major mediums in the attention economy, and differing levels of attention are a key reason for that variability. New McKinsey research suggests that the media business has been missing the full story on consumer attention. Backed by an in-depth survey of 7,000 consumers worldwide—including 3,000 in the United States, which form the basis for this report—we have developed an “attention equation” that reveals the full drivers of attention value. 1 Attention doesn’t simply equal the amount of time spent; it equals the amount of valuable time spent, driven by focus and intent . (For more about the research, including additional findings, see the appendix.) This new way of thinking about media monetization includes an assessment of what makes attention valuable, which media formats are most efficient at monetizing attention, how distinct consumer segments approach media consumption, and strategies and questions for media players to consider as they compete in the attention economy. (Use the interactive calculator on McKinsey.com to estimate the value of attention with differing mediums and other factors.) Introduction 2 The ‘attention equation’: Winning the right battles for consumer attention