In 2025, US adults are anticipated to spend an average of 2 hours and 29 minutes each day watching traditional TV, leading all media activities. While connected TV competes closely with traditional TV for viewer time, this viewership is divided among subscription OTT, free ad-supported TV, and YouTube. YouTube, despite lower overall time spent than traditional TV, captures substantial engagement across all age groups. As audiences shift towards digital video and social media, marketers should optimize reach by balancing traditional buys with growing platforms like OTT and FAST.
US adults are forecasted to spend an average of 2 hours and 29 minutes per day watching traditional TV in 2025, more than any other media activity.
Connected TV (CTV) is comparable to traditional TV in total time spent, though viewership is divided among subscription OTT, free ad-supported TV, and YouTube.
YouTube maintains a significant presence as all age groups engage with the platform, posing a growing challenge to traditional media consumption.
Marketers are encouraged to balance linear TV buys with OTT and social video placements to effectively reach younger audiences and accommodate the rise of FAST.
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