Time spent with media in the US is a constantly shifting panorama, though not to the extent seen during the pandemic. Our midyear 2024 forecast is largely in line with our initial estimates, but several important thresholds—like social media peaking and mobile usage surpassing 4 hours—are on the horizon.

Key Question: How much time will US adults spend consuming media each day in 2024 across devices, activities, and platforms?

Key Stat: Time spent with media is now growing relatively slowly at the top line (0.8% this year, or 6 minutes). While digital continues to carve out more share from traditional, the pace of that transition is also starting to slow.