Our time spent forecasts take two different approaches. The first is creating forecasts that estimate averagetime spent among users of each media format that we study, meaning those who actually spend time with the medium. The second approach is forecasting average time spent with media among all adults in the population, regardless of whether they use a particular medium.
France and Germany are on different paths with regard to total media usage. In France, time spent is falling. Adults will spend 623 minutes (almost 10.5 hours) per day with media this year, and that figure is projected to slip to just above 2019 levels in 2024 (612 minutes per day).