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The average US adult will spend more time watching digital video than TV in 2024, marking a victory for connected viewing in the streaming revolution. Daily time spent with TV will fall below 3 hours next year, down more than 1 hour, 30 minutes over the course of a decade.
Beyond the chart: While digital video won’t reach that milestone for some time, it will surpass TV in ad spending this year. In the US, digital video ad spending will hit $76.20 billion and keep growing through 2026, while TV ad outlays will fall short at $68.35 billion and then decline for the next few years. Ad spending trends are ahead of time spent trends not just because marketers are getting out in front of where viewership is headed. Digital also provides a better opportunity for marketers in terms of audience targeting and tracking.
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