Digital is the fastest-growing medium in China, India, Japan, and South Korea, fueled in part by the rapid rise of digital video. While traditional TV usage is declining, audience engagement has remained strong, particularly in Japan and South Korea.

Key Question: How will daily time spent with media evolve in China, India, Japan, and South Korea?

Key Stat: TV viewers in Japan and South Korea will spend 3 hours, 37 minutes (3:37) and 3:19, respectively, on TV daily in 2025. That’s more time than digital video viewers from each country will spend on digital video.