US Time Spent with Media 2022

TV’s Latest Plunge, Social Media’s Stagnation, and Digital Video’s Coming Heyday

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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.
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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.

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

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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

Read This With Insider Intelligence

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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