US adults are spending more time with digital video and less time with traditional TV

Key stat: US adults will spend 55 minutes more per day with digital video than with traditional TV in 2024, per our February 2024 forecast.

Beyond the chart:

• TV’s decline in time spent will be more moderate than we previously expected, even as time spent with digital video climbs.
• Growth in time spent with digital media is slowing, but it’s still increasing faster than time spent with traditional media is declining.
• US time spent with mobile phones will be 50 minutes higher than time spent with connected TV this year, per our forecast.

Use this chart:

• Allocate digital video ad spend.

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Note: Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a mobile phone while watching TV is counted as 1 hour for mobile phone and 1 hour for TV. Figures are rounded to the nearest minute. Estimates of average time spent with media are based on the total US adult population according to the US Census Bureau 2010 release, not the number of users of each medium.

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.