US adults’ media time keeps inching higher, even as the top-line number—nearly 13 hours—has reached unprecedented heights. Digital video now dominates usage, traditional formats keep shrinking, and growth depends on how consumer attention shifts between countless options.

Key Question: How much time will US adults spend consuming media each day in 2026 across devices, activities, and platforms?

Key Stat: Adults will spend 2 hours and 14 minutes (2:14) per day with traditional TV in 2026—the final year that linear TV will be the leading media activity in the US. Next year, subscription OTT (sub OTT) streaming will take the lead.