The post-pandemic boom in US time spent with media has stabilized at the topline, but among subcategories of formats, devices, activities, and platforms, much is still in flux. Connected TV (CTV) services are rapidly ascending, but mobile-first activities and traditional TV still command enormous amounts of attention.

Key Question: How much time will US adults spend consuming media each day in 2023, and how will that figure be divided among devices, platforms, and activities?

KEY STAT: Almost 65% of US adults’ daily media time will be spent with digital media by 2025. Less than 10 years ago, the ratio was the reverse. Nonetheless, traditional media—led by TV—remains a big part of the equation.