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About
US Time Spent With Media 2025 Midyear Edition
CTV Finally Surpasses Traditional TV, and a New Demographics Model for YouTube Reveals Some Surprising Trends
Time spent with digital media in the US is increasing by just enough to offset the decline in time spent with traditional media, but topline growth will be minimal going forward. Still, certain digital devices and activities remain in high-growth mode. And YouTube is doing well across all demographics.
Key Question: How much time will US adults spend consuming media each day in 2025 across devices, activities, and platforms?
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Key Stat: Time spent with subscription OTT (sub OTT) video is growing quickly, while time with traditional TV is declining quickly, per our forecast. But watching TV will remain the top media activity for at least a few more years.
This report can help you:
- Develop media strategy and allocate budget for campaigns (brands and agencies)
- Showcase opportunities to customers (media platforms and agencies)
authors
Ethan Cramer-Flood
Contributors
- Ross Benes
- Senior Analyst
- Nikolai Dineros
- Jasmin Ellis
- Forecasting Analyst
- Jasmine Enberg
- Vice President and Principal Analyst
- Penelope Lin
- Director, Data Visualization
- Emma Noyes
- Graphic Designer, Data Visualization
- Oscar Orozco
- Senior Director, Forecasting
- Emman Velasco
- Chart Editor
- Julia Woolever
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