The news: Consumer time spent with ad-supported content will hit a low in the US (44.4%) and globally (52.3%), per PQ Media’s 2025 Global Consumer Media Usage Forecast. Overall time spent with media will decline for the first time since the Great Recession.

Other key findings:

• Globally, consumer time spent with both digital and non-digital media rose 2.4% to 57.2 hours weekly in 2024, up 11.1% from 2019 and following a deceleration in 2023.
• However, the forecast estimates that time spent with media will decline in 2025, dropping 0.3% to 57 hours weekly.