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EMARKETER

Time Spent With Connected Devices 2025

Video Content Drives CTV Growth as AI Reshapes the Diversified Digital Landscape

Report by Jacob Bourne  |  Jun 6, 2025
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About This Report
US consumers will spend 8.6 hours daily with digital media in 2025. How they divide that time across devices is evolving as video content drives strong growth in connected TV usage.
Topics
Time Spent with Media
Connected TVs
US

As consumers divide their 8.6 daily digital hours between large and small screens, the attention landscape is shifting. Video content and AI-powered experiences are fueling strong growth in connected TV (CTV) usage.

This deck covers:

  • Time spent on internet-connected devices
  • Consumer use of digital devices and activities

This deck can help you:

  • Develop media strategy and allocate budget for campaigns (brands and agencies)

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

15charts

Reliable data in simple displays for presentations and quick decision making.

Charts in This Report

Mobile and CTV Are the Leaders in Digital Time Spent, as Consumers Gravitate Toward the Largest and Smallest Screens Mobile Still Leads but Dips Slightly; Meanwhile, CTV Is Set to Capture Almost One-Third of Digital Time by 2027
CTV Will Lead Device Growth in 2025, Reinforcing a Shift Away From Mobile’s Hold on Viewer Engagement Gaming and Productivity Dominate Desktop/Laptop Usage as Consumers Optimize Device Choices by Content Type
Nearly Half of All Digital Time in 2025 Will Be Devoted to Watching Video—Edging Closer to a Majority ShareAs Digital Video Consumption Rises, Time Spent on Messaging Is Declining, Signaling a Shift Toward More Passive Engagement
Video Will Claim the Majority of Digital Time Spent in 2027 as CTV Viewership Gains Offset Traditional TV LossesBy 2027, Apps Will Command Nearly 94% of Mobile Time as Consumers Look for Optimized Experiences
Video and Social Are the Primary Mobile Activities, Highlighting Mobile’s Evolution as Entertainment GatewaysCTV Will Dominate Digital Video Time, Capturing Nearly 2.5 Hours Daily
Video, Gaming, and “Other” Activities Including Maps and News Show the Fastest GrowthDevices Like Smart Speakers and Smart Home Hubs Will Capture Over 27% of Digital Audio Time as the Ecosystem Expands
Gaming Has a Multidevice Distribution Except for CTV, Showing Adaptability for Devices With Interactive CapabilitiesDigital Video Will Dominate CTV Usage by a Wide Margin
Mobile Dominates Social Use, Driven by Platforms’ Robust App Environments

authors

Jacob Bourne

Contributors

Kyndall Krist
Senior Copy Editor
Penelope Lin
Director, Data Visualization
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Oscar Orozco
Senior Director, Forecasting
Ana Sazon
Chart Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst
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