Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us

Traditional TV still dominates daily media time

Key stat: US adults will spend an average of 2 hours and 29 minutes (2:29) per day watching traditional TV in 2025, more than any other media activity, per our May 2025 forecast.

Beyond the chart:

  • Connected TV (CTV) on the whole is on par with traditional TV for time spent, but that time is divided up between subscription OTT, free ad-supported TV (FAST), and YouTube.
  • While YouTube ranks well below traditional TV for daily time spent with media, every age group spends a substantial amount of time on the platform, making it a growing threat to other media time.

Use this chart: Marketers and media buyers can use this chart to budget accordingly. Traditional TV still commands the most time, but digital video and social are where younger and cord-cutting audiences are shifting. Optimize reach by balancing linear buys with OTT and social video placements. And don’t sleep on FAST—it’s an ad-friendly growth space.

Related EMARKETER reports:

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.

You've read 0 of 2 free articles this month.

Create an account for uninterrupted access to select articles.
Create a Free Account