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Explore our Research →The big answers: EMARKETER Daily quiz
Article |
 Aug 18, 2025
TV is a major driver of holiday gift inspiration
Article |
 Aug 18, 2025
When campaigns miss the mark and how to make it right
Article |
 Aug 18, 2025
Meta's ambitions: Inserting AI, evolving Instagram, and monetizing WhatsApp
Article |
 Aug 18, 2025
MSNBC rebrands as MS NOW in bid to scale beyond its niche
Article |
 Aug 18, 2025
Loyalty programs give RMNs an advantage in the age of agentic AI
Article |
 Aug 18, 2025
Self-service data access is still missing from most retail media networks
Article |
 Aug 18, 2025
Novo Nordisk drops Ozempic self-pay price to $499 per month
Article |
 Aug 18, 2025
Ad schools overhaul curriculum as AI reshapes junior roles, expectations
Article |
 Aug 18, 2025
Lululemon, Mondelez, and others turn to lawsuits to protect IP
Article |
 Aug 18, 2025
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Learn More →Time Spent with YouTube, by Device
Ad Revenue, per User
Ad Spending per Hour, per Person
Connected TV Ad Revenue
Subscription Revenue
Time Spent
Among Users of Youtube
Users
by Sex
by Generation
Source: EMARKETER Forecast, June 2025 - June 2025Â
Note:Â ages 18+; includes YouTube TV; includes time watching video on YouTube; includes desktop/laptop computers, mobile devices (smartphones, feature phones and tablets), and via connected TV devices (e.g., Apple TV, Xfinity Flex, connected Blu-ray devices, connected game consoles, Google Chromecast, Roku, and smart TVs) and other internet-connected devices (e.g., smart speakers, smartwatches, smart appliances, and connected vehicles)
Additional Note:Â Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a mobile phone while watching TV is counted as 1 hour for mobile phone and 1 hour for TV. Figures are rounded to the nearest minute. Estimates of average time spent with media are based on the total US adult population according to the US Census Bureau 2010 release, not the number of users of each medium.
Methodology:Â Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.