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EMARKETER

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

Time Spent with Media 2022

How Consumers Spend Time with Media in 3 Countries

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Report
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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.

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

authors

Ethan Cramer-Flood

Contributors

Debra Aho Williamson
Principal Analyst
Paul Briggs
Principal Analyst
Zach Goldner
Junior Forecasting Analyst
Oscar Orozco
Director, Forecasting
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