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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.

Short-form 鈥渕icrodrama鈥� content is surging in China. As the format gains popularity, streaming platforms are exploring new ways to monetize and export the phenomenon to overseas markets.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

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.

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.

India鈥檚 commerce landscape is undergoing rapid transformation, fueled by booming ecommerce, rising mobile shopping, and the growing influence of social media.

Advertisers battle economic difficulties as they head into upfront negotiations.

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

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.

Brazil鈥檚 digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

Subscription OTT streaming is one of only a few media categories still seeing meaningful time spent growth in the US. The major platforms are heading in different directions, however.

While teens retain digital habits from childhood (such as a strong preference for YouTube), their newfound independence and desire to connect with peers has led them to new habits.

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.

Nearly three-quarters of Gen Alphas (ages 1 to 12) are online. This means they will likely be more adept than their predecessors at navigating digital spaces and using tech.

This year, streaming services will finally earn more than traditional TV in subscription revenues.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2025 that clients should be aware of, as compiled by our forecasting team.

Increased time spent on CTV, social video鈥檚 shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.

Digital eclipsed traditional pay TV among live sports viewers in 2023. As that lead grows, the growth of women鈥檚 sports and betting apps provides marketers with opportunities to reach new audiences.

OTT video is popular whether it鈥檚 free or paid. Every global region and country we track is engaged with these platforms, some very deeply. But new viewers will be hard to find.

The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.

CTV inventory has surged, but the linear TV ad market remains much larger.

Our latest forecasts for CTV and digital video viewers in Canada show that audiences are now a match for linear TV and exceed it in some age groups.