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This includes CTV, plus videos viewed on desktop/laptop computers and smartphones (excluding social media). Digital video time spent offers the best reflection of time spent with subscription and ad-supported video on on-demand services like Netflix and Bell Media鈥檚 Crave, since much of that content is viewed across devices.

Daily social network time is reaching a plateau, as the explosive growth in social video is approaching a saturation point. Even growth in time spent with TikTok is slowing, a sign that there鈥檚 a limit to how much social video people want to consume daily.

It will command 9.2% of total TV watch time with TV and video and 15.5% of total time spent with digital video鈥攂ut even there, brands are scrutinizing spend. For marketers, the mandate is clear: Lean into creator partnerships that convert and avoid overconcentration on any one platform or geopolitical region.

This would increase time spent with ad-supported content, expanding inventory and potentially easing advertiser pullback. Impact on Digital Ad Spending by Industry. Digital advertising spend will likely shift toward lower-funnel formats among the industries hit hardest by tariffs. This could drive greater emphasis on search, given its direct-response nature and ability to capture high-intent demand.

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

As social media grows more 鈥渓ean-back鈥� than 鈥渓ean-in,鈥� it鈥檚 settling into an era of more modest growth defined by short-form video consumption, stabilizing time spent, and ongoing challenges with Apple鈥檚 AppTrackingTransparency.

The 鈥淭ikTok generation鈥� transcends Gen Z, according to our first forecast for time spent on TikTok, Facebook, Instagram, and Snapchat broken down by age. We reveal what that means for these social platforms and how video advertisers can maximize their investments.

LinkedIn tests TikTok-like video feed: The strategic move would improve discovery and engagement with B2B short-form content.

That鈥檚 nearly double the time spent on financial services sites and over three times that of travel. Traditional retailers are turning physical stores into digital media assets.