The average US adult will spend more time watching digital video than TV in 2024, marking a victory for connected viewing in the streaming revolution. Dailytime spent with TV will fall below 3 hours next year, down more than 1 hour, 30 minutes over the course of a decade.
This year, TikTok will surpass YouTube in terms of time spent by their respective adult users in the US. The short-video app will see 45.8 minutes per day from its average adult user, edging out YouTube, at 45.6 minutes.
Time spent with TikTok peaked at 40.0 minutes per day for the average US adult user in 2021, below that of YouTube, at 45.0 minutes daily. TikTok will lose some of its pandemic gains this year and the next, with its time spent falling to 37.1 minutes in 2023.
Total time spent with media is more than 10 hours daily on average in Canada this year. In the years ahead, total time will shrink slightly, but digital formats will continue to steal time away from traditional media.
Among US social network users, those ages 18 and older will spend an average of 1 hour, 40 minutes per day on those platforms in 2022, the same amount as last year. This figure is peaking after pandemic restrictions fueled a rapid rise in social media use over the past two years, and it will decline by 2 minutes next year.
Total time spent with media per day in the US will decline slightly in 2022, but most pandemic-era gains will be retained. Digital video, subscription OTT services, and smartphones will be among the bigger winners this year.