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?
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)
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 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 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 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)