Key stat: Next year, US monthly social network users will reach 236.4 million, exceeding the 228.6 million linear TV viewers, according to our June 2024 forecast.

Beyond the chart:

• Linear TV will lose 1.5% of its US viewers next year.
• Even though its share of media time is declining YoY, linear TV will still command more video viewing time spent than social media and YouTube in the next couple of years. In 2025, US adults will spend two hours and 49 minutes (2:49) per day with linear TV, compared with social video’s 53 minutes and YouTube’s 37 minutes.

Use this chart: Digital advertisers could track the migration of linear TV viewers and make a case for reallocating its ad spend to YouTube and social media.

Related EMARKETER reports:

• US Social Network Forecasts 2024 (Subscription required)
• US Time Spent With Media H2 2024 Update (Subscription required)