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EMARKETER

US Time Spent With Media Forecast 2024

A Leap for OTT Streaming, Even as TV Shows Surprising Endurance

Report by Ethan Cramer-Flood  |  Mar 21, 2024
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Table of Contents
Executive Summary
A slight increase in minutes per day with media, thanks to another boost for digital
Sub OTT is coming for the video crown, but TV is hanging on
YouTube, Netflix, Hulu, and TikTok lead the time spent rankings among platforms
Media Gallery
About This Report
US adults will spend 7 more minutes per day with media in 2024 than they did in 2023, confounding expectations of a post-pandemic reduction in screen and audio time.
Topics
Media Consumption
US
Table of Contents
Executive Summary
A slight increase in minutes per day with media, thanks to another boost for digital
Sub OTT is coming for the video crown, but TV is hanging on
YouTube, Netflix, Hulu, and TikTok lead the time spent rankings among platforms
Media Gallery

Digital media continues to steal time from traditional media, driven primarily by streaming OTT and social video. TV’s descent has slowed, however, and it won’t disappear anytime soon. Among individual digital platforms, time spent is relatively settled for now.

Key Question: How much time will US adults spend consuming media each day in 2024 across devices, activities, and platforms?

Average Time Spent per Day With Digital Video vs. Traditional TV by US Adults, 2021-2025 (hrs:mins)
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Key Stat: US adults will spend nearly an hour more per day with digital video than with traditional TV in 2024. However, TV’s decline in time spent will be more moderate than we previously expected.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. A slight increase in minutes per day with media, thanks to another boost for digital
  1. Sub OTT is coming for the video crown, but TV is hanging on
  2. YouTube, Netflix, Hulu, and TikTok lead the time spent rankings among platforms
  1. Media Gallery

Charts in This Report

Average Time Spent per Day With Digital Video vs. Traditional TV by US Adults, 2021-2025 (hrs:mins)Average Time Spent per Day With Digital vs. Traditional Media by US Adults, 2021-2025 (hrs:mins)
Average Time Spent per Day With Media by US Adults, 2010-2025Average Time Spent per Day With Select Activities by US Adults, 2024 (hrs:mins)
Average Time Spent per Day With Subscription OTT Video by US Adults, 2019-2025 (hrs:mins, % change, % of total time spent with traditional TV and digital video)Average Time Spent per Day With Traditional TV by US Adults, 2019-2025 (hrs:mins, % change, and % of total time spent with traditional TV and digital video)
TV Still Accounts for Over 40% of All Time Spent With Video, Though Sub OTT Is Getting Closer (% of time spent per day with video by US adults, by select major media, 2019-2025)Among the Population as a Whole, YouTube and Netflix Have a Big Lead in Time Spent (average hrs:mins spent per day with select digital platforms by US adults, 2024)
Among Active Users, Netflix, Hulu, and TikTok Lead the Pack in Time Spent (average hrs:mins spent per day with select digital platforms by US active users, 2024)

authors

Ethan Cramer-Flood

Contributors

Ross Benes
Senior Analyst
Jasmin Ellis
Forecasting Analyst
Oscar Orozco
Director, Forecasting
Yoram Wurmser
Principal Analyst
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