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. Daily time spent with TV will fall below 3 hours next year, down more than 1 hour, 30 minutes over the course of a decade.

Connected TV to draw users and time spent in the US: CTV is vying with smartphones and tablets for consumer attention while generating advertiser interest, our forecast shows.

In North America, TV is the dominant screen for viewing OTT video content, accounting for 82% of time spent on the activity in Q2 2021.

The majority of premium OTT viewing is on CTV devices like Roku or smart TVs that connect directly to the internet.

YouTube isn’t just for the smallest screens as more viewing takes place on other connected devices and mobile use declines. Streamers are taking in more upfront ad dollars. Netflix is shaking things up after subscription drops.

Our forecast for social video time includes all time spent by adults viewing video on social networks via any device. We do not include YouTube in this definition; it is categorized within digital video. Additional New Metrics Added to Our Forecasts. In addition to social video time spent, we are introducing the following new metrics with this forecast:.

TikTok is the primary factor driving this change, but viewing is rising on other platforms too. The increase in video viewing on platforms like Facebook, Instagram, and TikTok is eating into YouTube’s dominance. User attention and time spent are starting to become divided.