Ä¢¹½AV

Time spent with digital media is still climbing, but mainly in tandem with declining traditional media

The region also led in watching TV in any form at 99.3%. This factored in combined viewing of live TV (93.3%), online TV/streaming (96.7%), and recorded TV (21.6%). Latin America was the global leader in social media usage at 99.5%. The region also ranked No. 1 (98.8%) when respondents were asked if they used any of 49 social networks.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

Respondents ages 16 to 24 overindexed on influencer video consumption, at 27.9%. Device Ownership. The US ranked No. 1 globally for game console ownership, at 41.9% of respondents. That’s up slightly from last year, and an increase from 38.7% in 2019. The ownership rate of a smart home product in the US was 26.4%.

New Zealand showed high engagement with TV content across all formats. Almost all respondents (99.1%) watched some form of TV, the highest rate in the region. Moreover, New Zealand led in time spent with online TV/streaming, at 1:28 daily, 14 minutes above the regional average. This indicated a strong appetite for video content, with an emphasis on digital and on-demand viewing options. Taiwan.

Respondents in China continued to favor online TV/streaming over live TV: Streaming penetration was 90.8% (up 4.5 percentage points YoY), while live TV penetration was 83.3% (up 6.7 percentage points YoY). The streaming video viewership rate of a group of named international and domestic services was 89.7%.

Traditional TV is being increasingly displaced by digital video, though much of the latter is TV-like. Traditional TV viewing has steadily decreased, from over 3 hours a decade ago to just over 2 hours this year. In contrast, digital video consumption is rising and is expected to surpass traditional TV time by 2025.

Advertisers can squeeze these disclaimers—while telling viewers where to get more information—into a TV commercial or print ad more easily than on digital platforms. Pharma accounts for nearly 90% of the broader industry’s digital ad spending. Many Big Pharma companies spend billions of dollars to bring a new drug to the market.

Insurers will lead the financial services pack on digital ad spend in 2024, buoyed by healthy profits. But a looming climate crisis will make their ad spend bonanza short-lived.

US banking digital ad spending growth will rebound dramatically in 2024, but tougher times lie ahead. Understanding the nuances of consumer behavior will be essential to boosting ad impressions.

In seven charts, this report tells the story of some of the most critical trends that digital leaders need to know about in 2024 and beyond.

US Black adults spend the greatest share of their total TV time watching cable (22.4%), followed by broadcast (21.8%), according to a 2025 Nielsen report.

TV has always helped keep video consumption high, but its flailing influence is having a big impact. This is what links France and the UK, but not Germany. The desire among adults in France for digital video content is clearly rising, but the affinity for traditional TV is falling at a faster rate.

TV is losing ad share much faster than viewer attention. Traditional TV is more popular than advertisers seem to think it is. TV will claim just 15.1% of all US ad spending this year, though US adults will spend almost a quarter of their daily media time with old-fashioned cable, satellite, and broadcast TV services.

Despite claiming less than 3:00 per day for the first time, TV will remain far out in front of second-place sub OTT. Click here to view the full forecast for US time spent with digital media by activity. TV can lead in the activity category while trailing in the device category because TV, like radio and print, is both a physical medium and an activity.

Time spent on mobile devices has increased significantly since we started tracking it in 2016, and it will surpass traditional TV viewing for the first time this year. This highlights the shift toward digital consumption. Overall video viewing remains high thanks to traditional TV’s continued appeal plus digital video’s rising prominence.

The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.​