Rates of increase in digital media consumption continue to slow, according to projections by eMarketer.
What it means: Because the number of hours in a day doesn't increase, media consumption becomes a zero-sum game. Per eMarketer, "increased time spent with one medium will tend to come at the expense of time spent with another." Slowing digital growth could mean users aren't ready to fully give up other mediums (radio, TV, print, etc.).
Data: eMarketer; Chart: Lazaro Gamio / Axios