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We don鈥檛 forecast user time spent in Canada, but our US and UK forecasts come in at 54 and 58 minutes per day, respectively. That鈥檚 well above other social networks and more on par with time spent on video platforms like YouTube and Netflix. Weekly time spent on TikTok far exceeds the average for social media.

This year, time spent with digital video is predicted to surpass linear TV for the first time鈥攔eaching 3 hours, 11 minutes鈥� due in large part to CTV鈥檚 viewership time of 1 hour, 51 minutes. Some marketers still see CTV as 鈥渢he future鈥�. While it鈥檚 clear that CTV is playing a growing role in the modern entertainment landscape, many marketers have not fully taken advantage of its power as an ad channel.

Among major streaming services, Netflix鈥檚 time spent share exceeds ad revenues the most, indicating it has the most room to expand.

In April, Nielsen estimated that time spent with Amazon Prime Video was slightly higher than time spent with Hulu. Among services included in the previous graphic, only YouTube and Hulu account for more than 5% apiece in both time spent and ad revenues. YouTube reigns in both categories, accounting for about one-fourth of both total time spent and ad revenues.

TV鈥檚 decline in time spent will be more moderate than we previously expected, even as time spent with digital video climbs. Growth in time spent with digital media is slowing, but it鈥檚 still increasing faster than time spent with traditional media is declining. US time spent with mobile phones will be 50 minutes higher than time spent with connected TV this year, per our forecast. Use this chart:.

YouTube claims 10.4% of daily time spent with TV in the US, according to July 2024 data by Nielsen.

Time spent with digital video in particular will be up 5.7% this year to total 3 hours and 50 minutes (3:50). Time spent with linear TV will be down 3.7% from 2023, totalling 2 hours and 55 minutes (2:55). That means TV advertisers should be focusing on digital formats, but they shouldn鈥檛 abandon linear completely. Subscription OTT video is becoming a bigger part of people鈥檚 media diet.

Digital video time spent is gaining on TV time. Time spent with online TV/streaming鈥�1 hour, 24 minutes (1:24) daily鈥攚as about two-thirds of broadcast TV (2:07) in H1 2023. That鈥檚 up from 47.6% in 2019. Video streaming penetration now outpaces TV. More viewers (92.9%) watched an on-demand/streaming service than live TV (83.1%) in H1 2023.

Mobile time spent was 3:35, which was 1:13 greater than for PC/laptop/tablet. The region also ranked the lowest for time spent with broadcast TV, at 1:28 daily. This figure is 22 minutes lower than the global average. Broadcast TV time is now less than time spent with online TV/streaming, the only region where this is the case.

In contrast, the country鈥檚 time spent with online TV/streaming has fluctuated between 1:44 and 1:55 since 2021. United Arab Emirates. UAE was the only country in the region to increase time spent with streaming. The activity gained 6 minutes, reaching 1:41, despite experiencing a decrease of 2 percentage points in video streaming penetration overall.

The country led the region in time spent with broadcast radio, at an average of 1:09 per day, just ahead of Colombia. Argentina then tied for second with Chile (behind leader Brazil) in time spent with broadcast TV. On the other hand, Argentina was last place in Latin America in time spent with print press, as well as with social/messaging and podcasts. Brazil.

It now far outpaces time spent with PC/laptop/tablet鈥�2 hours, 55 minutes (2:55) daily versus 4:29 on mobile. PC/laptop ownership in Southeast Asia is 45.1% for respondents with low incomes, and 70.2% for those with high incomes in H1 2023. The overall rate of ownership is higher than in the Asia-Pacific region. Southeast Asia Overview. Streaming is very high for both audio and video in Southeast Asia.

Otherwise, Germany is one of three Western European countries鈥攁long with Switzerland and Italy鈥攖hat鈥檚 not first, second, or last in any device ownership, media activity, or time-spent metric. Greece. For the second consecutive year, Greece took first place in Western Europe for on-demand/streaming service and video streaming.

For VR devices, tablets, video streaming, music streaming, and use of voice assistants, Turkey鈥檚 adoption rates are the main buoy among globally low levels of penetration. Central and Eastern Europe in Perspective. The region sits in the middle of the pack in terms of device and activity adoption鈥攚ith key exceptions.

Reels and Shorts are gaining users and adding ad options. They still lag TikTok in several key areas, but now is the time for video advertisers to give them another look.

Time spent with linear has been decreasing as time spent with subscription OTT and digital video (neither of which we breakout by age) increases. Kids are also listening to podcasts more. The share of kids ages 8-15 who listen to podcasts increased by 13% YoY to reach 26% in Q1 2022, according to GWI data. Gen Alpha is consuming content where you might expect.