Key stat: US adults will spend an average of 2 hours and 29 minutes (2:29) per day watching traditional TV in 2025, more than any other media activity, per our May 2025 forecast.

Beyond the chart:

• Connected TV (CTV) on the whole is on par with traditional TV for time spent, but that time is divided up between subscription OTT, free ad-supported TV (FAST), and YouTube.
• While YouTube ranks well below traditional TV for daily time spent with media, every age group spends a substantial amount of time on the platform, making it a growing threat to other media time.

Use this chart: Marketers and media buyers can use this chart to budget accordingly. Traditional TV still commands the most time, but digital video and social are where younger and cord-cutting audiences are shifting. Optimize reach by balancing linear buys with OTT and social video placements. And don’t sleep on FAST—it’s an ad-friendly growth space.

Related EMARKETER reports:

• US Time Spent With Media 2025 Midyear Edition (EMARKETER subscription required)
• Gen Z Technology and Media Preferences 2025 (EMARKETER subscription required)

Note: Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a mobile phone while watching TV is counted as 1 hour for mobile phone and 1 hour for TV. Figures are rounded to the nearest minute. Estimates of average time spent with media are based on the total US adult population according to the US Census Bureau 2010 release, not the number of users of each medium.

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.