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US consumers will spend 8.6 hours daily with digital media in 2025. How they divide that time across devices is evolving as video content drives strong growth in connected TV usage.

Consumers value convenience and speed, but brand trust and data security also rank high among customer service priorities.

The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.​

Instagram and TikTok are both popular among Gen Z, but this generation shows a preference for one over the other for certain social activities, like viewing Stories and direct messaging.

In our newest forecast for time spent, mobile devices still attract more than half of all digital time, but CTV is catching up.