As the race to replace linear TV intensifies, the social networks and YouTube have emerged as strong contenders for its audiences and ad dollars. In 2025, both the number of US social network users and social video ad spending will surpass linear TV.
Key Question: How much of a rival is social media for linear TV audiences and ad dollars?
Key Stat: In 2025, there will be 236.4 million US monthly social network users, compared with 228.6 monthly linear TV viewers.
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Table of Contents
Executive Summary
Social networks continue their climb as linear TV declines
Social video is chipping away at linear TV time spent
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Social Networks and YouTube Are Strong Contenders for Shrinking Linear TV Audiences (millions of US YouTube viewers, social network users, and linear TV viewers, 2011-2025)
Social Networks and YouTube Are Strong Contenders for Shrinking Linear TV Audiences (millions of US YouTube viewers, social network users, and linear TV viewers, 2011-2025)
Social Networks and YouTube Are Strong Contenders for Shrinking Linear TV Audiences (millions of US YouTube viewers, social network users, and linear TV viewers, 2011-2025)