US Time Spent With Media H2 2024 Update

Time spent with media in the US is a constantly shifting panorama, though not to the extent seen during the pandemic. Our midyear 2024 forecast is largely in line with our initial estimates, but several important thresholds—like social media peaking and mobile usage surpassing 4 hours—are on the horizon.

Key Question: How much time will US adults spend consuming media each day in 2024 across devices, activities, and platforms?

Average Time Spent per Day With Total Media by US Adults, 2019-2026 (hrs:mins, % of total time spent with digital media, and % of total time spent with traditional media)

Key Stat: Time spent with media is now growing relatively slowly at the top line (0.8% this year, or 6 minutes). While digital continues to carve out more share from traditional, the pace of that transition is also starting to slow.

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Executive Summary
Most media will see a slight uptick in time spent, but there will be no dramatic shifts

Netflix, YouTube, and traditional TV dominate time with video
Social network users have reached their time spent peak

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Average Time Spent per Day With Total Media by US Adults, 2019-2026 (hrs:mins, % of total time spent with digital media, and % of total time spent with traditional media)Among Media Access Points, Mobile Devices Dominate Time Spent (average hrs:mins spent per day with media by US adults, by device and type, 2024)

Among Major Media-Consuming Activities, Subscription OTT Is Still Second to Traditional TV (average hrs:mins spent per day with media by US adults, by type, 2024)Average Time Spent per Day With Subscription OTT Video by US Adults, 2020-2026 (hrs:mins, % change, and % of total time spent with traditional TV and digital video)

Average Time Spent per Day With Select Subscription OTT Platforms Among US Active Users and the Total Population, 2024 (hrs:mins)Average Time Spent per Day With YouTube by US Adults, 2020-2026 (hrs:mins, % change, and % of total time spent with traditional TV and digital video)

Average Time Spent per Day With TV and Video by US Adults, by Format, 2024 (hrs:mins)Average Time Spent per Day With Social Networks by US Adult Social Network Users, 2020-2026 (hrs:mins and % change)

Growth of Average Time Spent per Day With Select Social Networks by US Adults, 2024 (% change)

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Average Time Spent per Day With Total Media by US Adults, 2019-2026 (hrs:mins, % of total time spent with digital media, and % of total time spent with traditional media)

US Time Spent With Media H2 2024 Update

Sub OTT and YouTube Are Trending Up, but Social Network Time Has Reached Its Peak

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authors

Ethan Cramer-Flood

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