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US TIME SPENT WITH MEDIA 2022


TV’S LATEST PLUNGE, SOCIAL MEDIA’S STAGNATION, AND DIGITAL VIDEO’S COMING HEYDAY

Report by Ethan Cramer-Flood  |  Jun 15, 2022
ReportDeckCharts


TIME SPENT WITH MEDIA 2022


HOW CONSUMERS SPEND TIME WITH MEDIA IN 3 COUNTRIES

+ 2 more
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US Time Spent with Media 2022
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Canada Time Spent with Media 2022
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UK Time Spent with Media 2022
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Table of Contents
Share

Table of Contents
Executive Summary
Key Points
How US Adults Fill More than 13 Hours of Media Time Per Day
TV Loses Most of Its Pandemic-Era Gains, Mainly to Digital Video
Digital Audio Will Command More than 20% of Digital Media Time
Spotlight on YouTube: Time Spent on the Country's Most Popular Video Platform Is
Shifting Away From Mobile
What Do These Forecasts Mean for Marketers?
Read Next
Media Gallery
About This Report
Total time spent with media per day in the US will decline slightly in 2022, but
most pandemic-era gains will be retained. Digital video, subscription OTT
services, and smartphones will be among the bigger winners this year.
Topics
Time Spent with Media
United States
Table of Contents
Executive Summary
Key Points
How US Adults Fill More than 13 Hours of Media Time Per Day
TV Loses Most of Its Pandemic-Era Gains, Mainly to Digital Video
Digital Audio Will Command More than 20% of Digital Media Time
Spotlight on YouTube: Time Spent on the Country's Most Popular Video Platform Is
Shifting Away From Mobile
What Do These Forecasts Mean for Marketers?
Read Next
Media Gallery



EXECUTIVE SUMMARY

US adults will spend 13 hours and 11 minutes (13:11) per day with media in 2022,
slightly less than last year (13:13). The net loss will mostly come from a
decline in TV time, while a variety of digital activities will experience modest
increases.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

 1. How much time will US adults spend consuming media each day in 2022, and how
    will that figure be divided among devices, platforms, and activities?
 2. Which types of media are gaining daily time the quickest and which are
    losing time?
 3. What is the outlook for traditional versus digital media, particularly in
    terms of TV versus digital video and radio versus digital audio?

WHAT’S IN THIS REPORT? Our latest forecast for US adult time spent with media
per day in 2022 and beyond. Featured forecasts include time spent with digital
media, smartphones, desktops/laptops, social networks, digital video, digital
audio, subscription OTT (sub OTT), YouTube, TV, and radio.


E-Mail ChartDownload


KEY STAT: This year, US adults will spend 53.7% (or 3:07) of their daily video
time with traditional linear TV, and the remaining 46.3% (or 2:41) with digital.
This will be the slimmest lead for TV yet.




HERE’S WHAT’S IN THE FULL REPORT


4FILES

Exportable files for easy reading, analysis and sharing.

 * 
 * 
 * 
 * 


13CHARTS

Reliable data in simple displays for presentations and quick decision making.

 * 




TABLE OF CONTENTS

 1. Executive Summary
 2. Key Points
 3. How US Adults Fill More than 13 Hours of Media Time Per Day

 1. TV Loses Most of Its Pandemic-Era Gains, Mainly to Digital Video
 2. Digital Audio Will Command More than 20% of Digital Media Time
 3. Spotlight on YouTube: Time Spent on the Country's Most Popular Video
    Platform Is Shifting Away From Mobile

 1. What Do These Forecasts Mean for Marketers?
 2. Read Next
 3. Media Gallery




CHARTS IN THIS REPORT

TV* vs. Digital Video**: Average Time Spent in the US, 2020-2024 (hrs:mins per
day among population)Average Time Spent with Media in the US, by Media,
2020-2024 (hrs:mins per day among population)
Traditional* vs. Digital Media: Average Time Spent in the US, 2020-2024
(hrs:mins per day among population)Share of Average Time Spent with Media in the
US, by Media, 2020-2024 (% of total)
Growth in Average Time Spent with Media in the US, 2020-2024 (% change among
population)Social Networks: Average Time Spent in the US, 2020-2024 (hrs:mins
per day among population and % change)
Subscription OTT Video: Average Time Spent in the US, 2020-2024 (hrs:mins per
day among population)Digital Audio: Average Time Spent in the US, 2020-2024
(hrs:mins per day among population and % change)
Radio* vs. Digital Audio**: Average Time Spent in the US, 2020-2024 (hrs:mins
per day among population)Podcasts: Average Time Spent in the US, 2020-2024
(hrs:mins per day among population, % change, and % of total time spent with
digital audio)
Share of Time Spent per Day with YouTube in the US, by Device, 2019-2024 (% of
total)Digital Video: Average Time Spent in the US, by Device, 2020-2024
(hrs:mins per day among population)
YouTube: Average Time Spent in the US, 2020-2024 (hrs:mins per day among
population, % change, and % of time spent with digital video)


ACCESS FULL DECK

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quick understanding and decision making on the most important topics related to
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expandcollapse
TV* vs. Digital Video**: Average Time Spent in the US, 2020-2024 (hrs:mins per
day among population)

Download
Download
Average Time Spent with Media in the US, by Media, 2020-2024 (hrs:mins per day
among population)

Download
Traditional* vs. Digital Media: Average Time Spent in the US, 2020-2024
(hrs:mins per day among population)

Download
Share of Average Time Spent with Media in the US, by Media, 2020-2024 (% of
total)

Download
Growth in Average Time Spent with Media in the US, 2020-2024 (% change among
population)

Download
Social Networks: Average Time Spent in the US, 2020-2024 (hrs:mins per day among
population and % change)

Download
TV* vs. Digital Video**: Average Time Spent in the US, 2020-2024 (hrs:mins per
day among population)

Download
Subscription OTT Video: Average Time Spent in the US, 2020-2024 (hrs:mins per
day among population)

Download
Digital Audio: Average Time Spent in the US, 2020-2024 (hrs:mins per day among
population and % change)

Download
Radio* vs. Digital Audio**: Average Time Spent in the US, 2020-2024 (hrs:mins
per day among population)

Download
Podcasts: Average Time Spent in the US, 2020-2024 (hrs:mins per day among
population, % change, and % of total time spent with digital audio)

Download
Share of Time Spent per Day with YouTube in the US, by Device, 2019-2024 (% of
total)

Download
Digital Video: Average Time Spent in the US, by Device, 2020-2024 (hrs:mins per
day among population)

Download
YouTube: Average Time Spent in the US, 2020-2024 (hrs:mins per day among
population, % change, and % of time spent with digital video)

Download



 

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TV* vs. Digital Video**: Average Time Spent in the US, 2020-2024 (hrs:mins per
day among population)

Download

 

Download
Average Time Spent with Media in the US, by Media, 2020-2024 (hrs:mins per day
among population)

Download
Traditional* vs. Digital Media: Average Time Spent in the US, 2020-2024
(hrs:mins per day among population)

Download
Share of Average Time Spent with Media in the US, by Media, 2020-2024 (% of
total)

Download
Growth in Average Time Spent with Media in the US, 2020-2024 (% change among
population)

Download
Social Networks: Average Time Spent in the US, 2020-2024 (hrs:mins per day among
population and % change)

Download
Subscription OTT Video: Average Time Spent in the US, 2020-2024 (hrs:mins per
day among population)

Download
Digital Audio: Average Time Spent in the US, 2020-2024 (hrs:mins per day among
population and % change)

Download
Radio* vs. Digital Audio**: Average Time Spent in the US, 2020-2024 (hrs:mins
per day among population)

Download
Podcasts: Average Time Spent in the US, 2020-2024 (hrs:mins per day among
population, % change, and % of total time spent with digital audio)

Download
Share of Time Spent per Day with YouTube in the US, by Device, 2019-2024 (% of
total)

Download
Digital Video: Average Time Spent in the US, by Device, 2020-2024 (hrs:mins per
day among population)

Download
YouTube: Average Time Spent in the US, 2020-2024 (hrs:mins per day among
population, % change, and % of time spent with digital video)

Download




READ THIS WITH INSIDER INTELLIGENCE

share via email






AUTHORS


ETHAN CRAMER-FLOOD




CONTRIBUTORS

Debra Aho WilliamsonPrincipal AnalystPaul BriggsPrincipal AnalystZach
GoldnerJunior Forecasting AnalystOscar OrozcoDirector, Forecasting



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