蘑菇AV

On the other hand, it鈥檚 last in the region in watching TV in any form. It鈥檚 also Western Europe鈥檚 laggard in time spent on gaming, social/messaging, and broadcast TV, which makes sense considering its lackluster TV viewing stats. Belgium. For the second year running, Belgium leads Western Europe in recorded TV, despite posting a decrease in that activity.

South Africa spends at least 30 minutes more watching broadcast TV than the rest of the region. The country spends an average of 2:08 a day with broadcast TV, a figure that has remained consistent since the region started being surveyed in 2019. In contrast, the country鈥檚 time spent with online TV/streaming has fluctuated between 1:44 and 1:55 since 2021. United Arab Emirates.

Brazilian internet users spend more time than those in neighboring counties on PC/laptop/tablet, mobile, online TV/streaming, print press, online press, social/messaging, podcasts, and broadcast TV. In the latter category, Brazil ranks third in the Western hemisphere, behind the US (the global leader) and the UK. Brazil also leads Latin America in traditional TV viewing.

TV viewing and social media remain on top, while smartwatch ownership grows. Watching broadcast TV is the most popular activity (excluding device usage, such as time spent with mobile, PC, etc.). Central and Eastern Europe spends an average of 2:14 per day watching broadcast TV.

YouTube dominates US TV viewership, beating out Netflix, according to latest Nielsen data. US adults are spending more time with digital video and less time with traditional TV. TikTok leads time spent on social for most US adults.

Growing consumption of ad-supported video-on-demand (AVOD)鈥攐n platforms like Netflix and Crave and free ad-supported streaming TV channels like PlutoTV, Roku, and Tubi鈥攈as also increased video ad spend. Click here to view our forecast on Canada digital ad spending by format. Search鈥檚 share of digital will be 42.1% in 2025. It鈥檚 been a decade since search held a larger share than display.

Most marketers budget for social media advertising separately from TV/video, but the rapid growth of ad-supported CTV subscription tiers and development of the underlying CTV ad tech mimic the early days of social. There are definite advantages to being an early mover. Balance social video ad investments with image ads.

Advertisers are fleeing traditional TV far more quickly than viewers are. TV will claim just 17.3% of all US ad spending this year, despite US adults still spending almost a quarter of their daily media time with old-fashioned cable, satellite, and broadcast TV services.

Free ad-supported streaming TV (FAST), such as Pluto TV and Tubi. Ad-supported video-on-demand (AVOD), such as The Roku Channel and ad-supported versions of subscription services like Netflix and Disney+. YouTube, which will have nearly 45% of its viewing time on CTVs. Digital live TV services, such as Hulu + Live TV.

Nielsen estimates show children ages 2 to 11 prefer YouTube over traditional TV and Disney+, viewing three times more YouTube content in April compared with Disney+. More on this: 蘑菇AV data shows YouTube dominates social media usage among US children under 12, with 58% preferring it over TikTok (5.5%), Instagram (5%), Facebook (3.7%), and Snapchat (3.2%).

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

Overtaking traditional TV. In 2022, digital audio had 300,000 more monthly adult listeners than traditional TV had monthly adult viewers. This was the first time digital audio superseded TV among adults, and the gap will widen in 2023. But TV still has a slight lead among the entire population (including those ages 0 to 17). Spotify way out in front.

This age group鈥檚 TikTok time even tops its TV time, which first dropped below 1 hour in 2022 and will sink to 53 minutes this year. And it鈥檚 likely that many TV viewers are second-screening with TikTok. Millennials and Gen X are gobbling up tons of TikTok videos, too.

Just over two-thirds of TV content viewers ages 18 to 34 watch short-form videos and other non-TV content daily, according to April 2022 data from Horowitz Research. US adults will spend an average of 40 minutes per day watching social videos in 2023, we forecast. That amounts to more than 5% of daily media time.

CTV accounts for more than a third of total TV time. The blend of CTV and linear TV is less and less perceptible for viewers. But it鈥檚 a distinction advertisers should grasp and plan around. Total TV time still favors linear over CTV by a 2:1 ratio. The gap continues to close, but TV鈥檚 sustained reach is unmatched. There will be 28.9 million TV viewers in Canada this year, according to our forecasts.

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