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December 1, 2025
CTV Will Surpass Linear TV in Time Spent by Over 30 Minutes per Day in 2026, and by Nearly an Hour in 2027
Note
Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a mobile phone while watching TV is counted as 1 hour for mobile phone and 1 hour for TV. Figures are rounded to the nearest minute. Estimates of average time spent with media are based on the total US adult ... population according to the US Census Bureau 2010 release, not the number of users of each medium.Methodology
Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.Chart Title
CTV Will Surpass Linear TV in Time Spent by Over 30 Minutes per Day in 2026, and by Nearly an Hour in 2027Publication Date
December 1, 2025