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EMARKETER

Asia-Pacific Time Spent With Media 2025

Digital Influence Grows and Video Disrupts Linear TV

Report by Man-Chung Cheung  |  Jul 25, 2025
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Table of Contents
Executive Summary
The West far outpaces Asia-Pacific in time spent with media
Digital displaces traditional as media consumption plateaus
Digital media’s lead in China continues growing
Digital media time surges in India
Digital has eclipsed time spent with traditional media in Japan
Digital growth cools, but video surges in South Korea
Recommendations
Media Gallery
About This Report
Digital’s rapid adoption in recent years has made it the dominant medium with which people spend time in China, Japan, and South Korea, with consumption booming in India.
Topics
Media Consumption
Asia-Pacific
Table of Contents
Executive Summary
The West far outpaces Asia-Pacific in time spent with media
Digital displaces traditional as media consumption plateaus
Digital media’s lead in China continues growing
Digital media time surges in India
Digital has eclipsed time spent with traditional media in Japan
Digital growth cools, but video surges in South Korea
Recommendations
Media Gallery

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.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. The West far outpaces Asia-Pacific in time spent with media
  3. Digital displaces traditional as media consumption plateaus
  1. Digital media’s lead in China continues growing
  2. Digital media time surges in India
  3. Digital has eclipsed time spent with traditional media in Japan
  1. Digital growth cools, but video surges in South Korea
  2. Recommendations
  3. Media Gallery

Charts in This Report

Adults in Western Countries Typically Spend More Time per Day With Media Than in Asia-Pacific (average hrs:mins spent per day with total media by adults in select countries worldwide, by medium, 2025)Time Spent on TV Remains Stickier Than Digital Video Among Audiences in Japan and South Korea (average hrs:mins spent per day with select devices/media by adult users in select countries in Asia-Pacific, 2025)

authors

Man-Chung Cheung

Contributors

Vladimir de Leon
Chart Editor
Penelope Lin
Director, Data Visualization
Naomi Rebuelta
Copy Editor
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor
Antonella Yannelli
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