According to new projections, adults in the United States are expected to spend an average of 2 hours and 29 minutes a day watching traditional television in 2025, which represents the majority of time dedicated to media compared to other activities. This data, extracted from a report by eMarketer, highlights the persistence of linear television in an ever-evolving media landscape.
Among young people, things are very different
However, the media consumption landscape is changing, especially among younger audiences and those who have opted to cut the cord. These groups are gradually shifting their attention towards digital video platforms and social media, which means that marketers and media buyers need to reevaluate their advertising strategies. The key to maximizing reach lies in balancing traditional ad purchases with investments in OTT (Over-The-Top) platforms and social media videos.
On the other hand, the growth of the FAST space (free ad-supported television) is highlighted, which is emerging as an attractive and economically viable advertising option. This segment provides advertisers with new opportunities to capture the attention of audiences that have migrated to digital.
Estimates about the time that American adults will spend on different media are essential for companies to adjust their advertising budgets. It is clear that, although traditional television remains dominant, the shift towards digital media is redefining how consumers interact with content, a phenomenon that analysts expect will continue in the coming years.
