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Total time spent with media per day in the US is no longer growing meaningfully, but there will still be significant churn between devices, activities, and platforms as consumers choose how to spend their time.

Total media time is decreasing in all three countries. The decline is slightly less pronounced in France and Germany, where relatively strong traditional media usage and steady growth in digital time help balance the drop.

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.

Canada trails just one country鈥攖he US鈥攊n average daily time spent with media. That means plenty of opportunity for media buyers to reach audiences across a range of devices and services.

OTT video鈥攊ncluding YouTube, subscription OTT, AVOD, and free ad-supported streaming TV鈥攊s extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

Retail media ad spending in France, Germany, and the UK continues to rise, outpacing all other ad formats. The space is developing rapidly despite fragmentation and a lack of standards.

Tariffs threaten to reduce US digital ad spending growth this year. This series explains the effects tariffs will have on ad spending in search, social, CTV, and retail media鈥攁nd which parts of each might fare best and worst.

As one of the hottest areas of digital advertising, CTV ad spending鈥檚 streak of annual double-digit increases could end thanks to tariffs.

CTV ad spending has seen double-digit growth in recent years, but tariffs and economic uncertainty could lead to a flat 2025.

Advertisers battle economic difficulties as they head into upfront negotiations.

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥嬧��

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.