Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

US Time Spent with Media 2021

Digital Media Usage Gains After the 2020 Pandemic Year, but Traditional Formats Fade

Download
Share
About This Report
This report explores our Q1 2021 estimates of time spent with media in the US and analyzes which behaviors will stick in 2021.
Table of Contents

Executive Summary

The pandemic drove a dramatic increase in time US consumers spend per day with media. Most of those increases will stick in 2021. But traditional TV will lose all its 2020 gains, and other traditional formats will fall slightly further in 2021.

How did the pandemic affect time spent with media in the US in 2020?

In 2020, US adults increased their time spent with media by nearly an hour per day—58 minutes—to a new high average of 13 hours, 21 minutes (13:21). Last year, time spent with most media formats and devices grew, with digital media specifically seeing huge gains. Some traditional media formats like TV and print newspapers saw growth for the first time in years, but others fell slightly.

Which media and devices will be the big winners in 2021?

Time spent with media consumed via “other connected devices”—a category that includes connected TV (CTV) devices and internet-connected gaming consoles—will grow further, primarily thanks to the rising popularity of OTT video streaming services. Smartphones will continue to dominate time spent with digital media on any device, adding to 2020 gains. Podcasts and subscription OTT video services will also add to their 2020 usage increases.

Which categories will hold onto 2020’s gains in 2021, and which won’t?

Traditional TV will lose 2020 gains and decline further. Digital video and digital audio will add to 2020 consumption gains. Social networks will largely keep last year’s increases, but growth will stall through 2022. Internet time via desktops/laptops and tablets will decline this year, while time with media on CTV devices and smartphones will grow.

WHAT’S IN THIS REPORT? This report explores our Q1 2021 estimates of time spent with media in the US and analyzes which behaviors will stick in 2021.

KEY STAT: US adults will spend 13:12 per day with media in 2021. Of this total, 60.5% will be spent with digital media in 2021—and that share will increase to 63.7% by 2023.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

18charts

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

Table of Contents

  1. Executive Summary
  2. Total Media Time Spent: Digital Media and Connected Devices Add to Pandemic Gains
  3. TV vs. Digital Video: OTT Video Service Usage Drives More CTV Gains, TV Resumes Its Pre-Pandemic Decline
  1. Digital Audio vs. Radio: Digital Audio Usage Rises Higher as Listeners Access Streaming Alternatives
  2. Key Takeaways
  3. Read Next
  1. Media Gallery

Charts in This Report

authors

Audrey Schomer

Contributors

Paul Briggs
Principal Analyst
Zach Goldner
Junior Forecasting Analyst
Oscar Orozco
Director, Forecasting
Nicole Perrin
Principal Analyst
Debra Aho Williamson
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client