US adults will spend 7 more minutes per day with media in 2024 than they did in 2023, confounding expectations of a post-pandemic reduction in screen and audio time.
Digital media continues to steal time from traditional media, driven primarily by streaming OTT and social video. TV’s descent has slowed, however, and it won’t disappear anytime soon. Among individual digital platforms, time spent is relatively settled for now.
Key Question: How much time will US adults spend consuming media each day in 2024 across devices, activities, and platforms?
Key Stat: US adults will spend nearly an hour more per day with digital video than with traditional TV in 2024. However, TV’s decline in time spent will be more moderate than we previously expected.
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Table of Contents
Executive Summary
A slight increase in minutes per day with media, thanks to another boost for digital
Sub OTT is coming for the video crown, but TV is hanging on
YouTube, Netflix, Hulu, and TikTok lead the time spent rankings among platforms
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Average Time Spent per Day With Subscription OTT Video by US Adults, 2019-2025 (hrs:mins, % change, % of total time spent with traditional TV and digital video)
Average Time Spent per Day With Traditional TV by US Adults, 2019-2025 (hrs:mins, % change, and % of total time spent with traditional TV and digital video)
TV Still Accounts for Over 40% of All Time Spent With Video, Though Sub OTT Is Getting Closer (% of time spent per day with video by US adults, by select major media, 2019-2025)
Among the Population as a Whole, YouTube and Netflix Have a Big Lead in Time Spent (average hrs:mins spent per day with select digital platforms by US adults, 2024)
Among Active Users, Netflix, Hulu, and TikTok Lead the Pack in Time Spent (average hrs:mins spent per day with select digital platforms by US active users, 2024)
Average Time Spent per Day With Subscription OTT Video by US Adults, 2019-2025 (hrs:mins, % change, % of total time spent with traditional TV and digital video)
Average Time Spent per Day With Traditional TV by US Adults, 2019-2025 (hrs:mins, % change, and % of total time spent with traditional TV and digital video)
TV Still Accounts for Over 40% of All Time Spent With Video, Though Sub OTT Is Getting Closer (% of time spent per day with video by US adults, by select major media, 2019-2025)
Among the Population as a Whole, YouTube and Netflix Have a Big Lead in Time Spent (average hrs:mins spent per day with select digital platforms by US adults, 2024)
Among Active Users, Netflix, Hulu, and TikTok Lead the Pack in Time Spent (average hrs:mins spent per day with select digital platforms by US active users, 2024)