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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.

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.

Aside from YouTube, Netflix takes the top spot among streaming services, with 58% of Black adults using it as of July 2024 versus 59% of the total population, according to Collage Group. By contrast, Black consumers are 22 percentage points more likely to use Tubi than the total population (56% versus 34%). Social media use among Black consumers is driven by younger users.

Key Stat: Depending on the severity of tariffs, US linear TV upfront ad spending will decline between $2.78 billion and $4.12 billion during the 2025 broadcast year. This report can help you develop media strategy and allocate budget for campaigns (brands and agencies). Executive Summary. US linear TV upfront ad spending will take a hit this year.

Podcast ad spending growth remains strong, increasing 11% YoY in the US in 2025 to reach $2.51 billion, per our forecast. Worldwide, podcast ad spend is growing nearly 8% YoY, exceeding $5 billion. Podcast listeners are surging, reaching 41% of the US population in 2025, while listenership is expected to surpass 150 million US consumers by 2027, according to our forecast.

The news: Podcasts are becoming a popular way for brands to reach engaged audiences, with viewership mounting and new platforms throwing their hats in the ring. Podcast viewership is thriving, reaching over 140 million US listeners in 2025, according to our forecast. Listeners will surpass 150 million by 2027. Our take: Podcasts are shaping up to become a strong contender in media consumption, with nearly 70% of US adults ages 18 to 24 listening at least one per month, per our forecast. As platforms battle to be the leading home for podcasts, advertisers need to pay attention and tailor strategies.

Nearly three-quarters (71%) of US Gen Zers find new media content on YouTube, per Toluna, compared with 72% on social platforms like TikTok and Instagram and 60% via streaming playlists. In 2025, 50.2% of US marketers will use YouTube for influencer marketing, per our forecast. While that鈥檚 still behind 84.5% for Instagram and 61.2% for TikTok, YouTube is gaining ground.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.

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.

In May, 12.5% of TV viewing time went to YouTube鈥攗p from 10.8% in January and above Netflix at 7.5%, per Nielsen. That big-screen rise, surpassing other streamers, positions YouTube as a growth platform that鈥檚 expanding across audiences and formats. Little room for competition: YouTube鈥檚 content library is already nearly endless, an asset that streamers may not be able to match.

The news: YouTube Shorts now average 200 billion daily views, a 186% increase from 70 billion in 2024. The platform also sees 1 billion daily TV watch hours, leading Nielsen鈥檚 streaming rankings with 12.5% of total TV viewership, surpassing Netflix, Disney+, and Prime Video. Our take: As audiences increasingly favor quick, viral videos, marketers have the opportunity to explore partnering with rising creators and scaling campaigns across mobile and CTV to maximize reach and impact.

Streaming accounted for 44.8% of TV viewing in May, per Nielsen, compared with broadcast鈥檚 20.1% and cable鈥檚 24.1%. 12.5% of TV time went to YouTube鈥攗p from 10.8% in January鈥攆ollowed by Netflix at 7.5%. YouTube鈥檚 big screen push: YouTube鈥檚 investments in connected TV (CTV) offerings are paying off.

Netflix has tapped into the pause ads trend by testing shoppable pause ad formats with Google designed around 鈥淓mily in Paris.鈥�. Our take: The future of CTV advertising will rely on whether advertisers can implement non-intrusive formats that capture attention. Pause ads are positioned to drive action鈥攂ut advertisers must reimagine their creative strategy to capitalize on this potential.