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What we're talking about here is something that the forecasting team, ever since I was a part of, has been tracking for a while, and that is the fact that we track time spent with media. Where do people spend their minutes, their hours per day with different types of media? And at the same time, you can look at where advertisers spend their dollars by media.

So looking at some of the data, we have this nice sort of graphical representation of time. Spent with media, with the different mediums across different regions, and we sort of have leaders and laggards. And one thing that I noticed was in Western Europe in a lot of the media categories, it's now lagging. I mean, it lagged in a few in the 2022 report, but it's lagging in more this year.

I mean you can take 2022 to 2025 and time spent with media per day by Americans will go up just four minutes reaching those 12 hours and 16 minutes and as Jeremy said, it jumped by over an hour from 2019 to 2020 and then 2021 people adding over an hour to daily media diets. What's also so interesting, Jeremy, is when you look at what's going on by media.

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.

TikTok’s addictive videos add up to a huge amount of time spent on the platform. It’s already the No. 2 social app in daily minutes and will top the list by 2025.

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

Time spent with media overall is up, but time spent with ad-supported media, the share of it, continues to decline. In 2018, the share of time users spent with ad-supported media, 2018, fell below 50%. Today, it's 46%, and by 2027, it'll be closer to 40%, time spent share with ad-supported media. But Paul, what's the point? Paul Verna:.

Reddit, unlike most social media platforms, is growing: Facebook, Instagram, and even TikTok are seeing engagement drops, per Comscore data.

Streaming music, podcasts, and radio apps have changed the complexion of audio listenership in Canada. Over the past decade, digital audio has grown to a level that now rivals the traditionally strong radio listener base.

YouTube's US TV share reaches record 9.7% in May: The platforms surpasses Netflix and dominates streaming’s market share with nearly 25%.

FAST is furiously turning to ads: Google TV is the latest to spy a major opportunity to sell CTV ads at affordable CPMs.

Snapchat+ hits 3 million subscribers in part thanks to MyAI chatbot, while Snap focuses on partnerships and exclusive content to boost engagement.

Film and TV companies are expanding into video games: Whether it’s mobile games, mid-budget indie titles, or mega-franchise blockbusters, Hollywood’s next frontier is gaming.

Gamers who grew up on PC and console games are seeking sophistication in their mobile hybrid-casual games, AAA titles, and multiplayer mobile games. We dive into the future of gaming.

Consumers today have access to a lifetime’s worth of TV content across a wide range of sources. On the surface, the fragmented nature of where content comes from can be challenging for media planning, but with a strong focus on time spent, it doesn’t have to be.

Here's how people in South Korea spend their time and money online, represented in 10 charts.

Jeremy Goldman was noting that if more of those Gen-Z users become accustomed to going to YouTube and TikTok for their entertainment, that could have long-term implications for time spent with media going forward. It already is, Paul. We're going to talk about this in a second, but according to Nielsen, people now spend more time watching YouTube on TV than Netflix.