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YouTube dominates time spent with media: US adults spend an average of 36 minutes per day on the platform, outpacing Netflix, Hulu, and Facebook, per our forecast, and making it highly attractive to advertisers.

US Time Spent With Media Forecast 2023 (Insider Intelligence subscription required). A guide to YouTube鈥檚 video ad formats. Instagram eyes longer Reels, challenging YouTube's dominance with long-form videos. YouTube will use its own co-viewing data for CTV advertising, raising concerns about transparency.

If more of those Gen Z users become accustomed to going to YouTube and TikTok for their entertainment needs, that could have long-term implications for time spent with media going forward.

US time spent with media will inch up 0.9% this year to 12 hours and 39 minutes (12:39), per our February 2024 forecast. Growth is coming from digital. 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).

Average time spent with media. Traditional media users. TV viewers. Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. Voice assistant/search users. Executive Summary. Social media is the most popular activity in the region across demographics. The difference in adoption rates between gender, age, and income is less than 2%.

Estimates of average time spent with media are based on the total US adult population according to the US Census Bureau 2010 release, not the number of users of each medium.

In today's lead, we'll cover how time spent with media is changing, knowing on the news today. So let's get to it. Gents, you both work on the forecasting team that has just updated our time spent with media numbers, looking at how folks across media spend their time.

The youngest US generation is already online and outnumbering its teen counterpart on digital video and gaming platforms.

To view our complete US time spent with media forecast, click here. How can bank marketers maximize digital ad dollars in 2023 and prepare for a 2024 rebound? Figure out how to measure brand marketing success鈥攁nd then invest more in this area. In times of crisis, marketers prioritize lower-funnel advertising: Search鈥檚 share of digital ad spending has been on the rise since 2021, for example.

Growth rapidly deteriorated across ecommerce, advertising, social, consumer tech, time spent with media, and a whole range of other metrics in 2022鈥攁nd 2023 isn鈥檛 shaping up to be much better. There are a handful of silver linings and hidden gems that might have been lost in the gloom and doom. As it turns out, some digital economy metrics are still flying high.

Average time spent with media. Traditional media users. TV viewers. Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. Voice assistant/search users. Executive Summary. Not surprisingly given its ethnic and linguistic diversity, Western Europe doesn鈥檛 fit predictable patterns of media consumption.

I think maybe platforms might have lost sight of that because of, the pandemic drove just insane numbers of subscribers and time spent with media because people didn't really have much else to do. But we're going into another period of austerity here in the US. Tariffs are likely to constrict discretionary spending even more.

Digital video鈥檚 growth slowed to single digits in 2022 but will remain positive through 2024. eMarketer鈥檚 time spent with media forecast explained:. For this forecast, we consider traditional linear TV any type of video content delivered via cable, satellite, telecom, or over-the-air antenna.

When you look at time spent with media, you note that mobile, a huge part of digital, most of it, remains dominant, but a pivot point is approaching. How so? Ethan Cramer-Flood:. Yeah, this is one of the interesting findings that's around the corner and indicates how at least one particular major change is happening just in the last few years.

Estimates of average time spent with media are based on the total US adult population according to the US Census Bureau 2010 release, not the number of users of each medium, unless otherwise indicated.

Growth rapidly deteriorated across ecommerce, advertising, social, consumer tech, time spent with media, and a whole range of other metrics in 2022鈥攁nd 2023 isn鈥檛 shaping up to be much better. So, where鈥檚 the good news? Our report compiles a handful of silver linings and hidden gems that might have been lost in the gloom and doom. As it turns out, some digital economy metrics are still flying high.

Anyway, today's real topic, how time spent with media is changing. Marcus Johnson:. In today's episode. First in the lead we'll cover time spent with media knowing other news today. For today's episodes, it's going to be a Shark Tank style episode.

To view our US time spent with media forecast, click here. Where are CTV ad dollars coming from? When an advertiser decides to send dollars to CTV, another medium misses out. Linear TV and mobile video budgets are the two most common places advertisers pull their CTV dollars from, according to a May 2023 Interactive Advertising Bureau (IAB) survey of advertisers.

On today鈥檚 podcast episode, we discuss how much time Gen Z are actually spending on their smartphones, the less discussed places Millennials are spending their social media time, and more. Join host Marcus Johnson, along with analyst Paola Flores-Marquez and vice president of research Jennifer Pearson.

Time spent on media and consumer spending are plateauing, making one company's gain another's loss. Diving into these market dynamics, we explore innovative strategies for advertisers and retailers to win consumers in the new digital era.