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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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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.

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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