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 fall TV blitz may not be enough to undo new viewing habits: Broadcasters may not be able to reverse pandemic-era trends, and the number of new streaming services is putting a strain on viewers' wallets.

Last year, the average US adult spent more time per day with most media formats and devices, including TV. Although adults will spend nearly as much time with media this year, their TV viewing time will drop below pre-pandemic levels.

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

Share of time spent viewing OTT streaming video is varied across devices, as 73% of viewing worldwide happened on TV screens in Q2 2021. Looking ahead: We project digital video viewership worldwide will hit 3.64 billion people in 2025, when OTT viewership will hit 2.15 billion people.

On average, adults in France will spend more than 10 hours each day with media in 2019. While viewing, listening and reading content digitally continues to displace traditional media, total time spent is reaching a plateau.

eMarketer senior forecasting analyst Oscar Orozco shares our latest time spent numbers for tablets and why once-popular tablet activities like video viewing and shopping are becoming preferred elsewhere. Watch now.

Netflix and YouTube may be the video platforms US adults are watching most, but their days at the top may be numbered. New services such as Disney+, HBO Max and Apple TV+ will fragment digital video viewing time even further. According to our first forecast on time spent watching Netflix and YouTube, both platforms will see their share of daily video time drop in the coming years.

It’s also worth noting that the 2020 TV viewing bump came primarily from viewers ages 45 and up as those younger than 45 did not increase their TV viewing. However, these older viewers will decrease their time spent with TV this year as they return to their 2019 viewing habits. Time Spent with Digital Video. On the digital video side, the viewing gains will continue post-pandemic.

Adults in France continue to devote more time to digital, especially video: Total viewing time (TV and digital video) remains steady, meaning viewers are replacing time spent with TV for digital video. This year, for the first time, digital video time will surpass 20% of total viewing time.