Behind the Numbers: Our Total Media Consumption Is Hitting a Ceiling. But In Which Areas Is It Starting to Fall?

Episode Release Date: March 7, 2025
Host: EMARKETER
Guest Analysts: Ethan Kramer, Oscar Orozco, Zach Goldner

Introduction

In this insightful episode of EMARKETER’s Behind the Numbers podcast, host Marcus engages with industry experts Ethan Kramer, Oscar Orozco, and Zach Goldner to dissect the evolving landscape of media consumption in 2025. The primary focus revolves around the saturation point of total media consumption among Americans and the specific areas where media time is plateauing or declining.

Total Media Consumption Hits a Ceiling

Oscar Orozco opens the discussion by presenting the headline finding: media saturation has been reached. He states, “Americans are now spending 12 and a half hours plus per day with media, and this is where the wall is being hit” (05:34). This marks a significant shift from previous years where media consumption consistently increased either through more time spent on individual platforms or through multitasking across multiple screens.

Ethan Kramer elaborates on the distribution of media time, highlighting that traditional media (TV, radio, print) is being reallocated to digital platforms. He notes, “This year we're expecting Americans to take about 10 minutes of their TV, radio, and newspaper time and spend it with digital instead” (06:01). However, unlike previous years where digital media time outpaced traditional declines, the overall increase in media consumption is stalling.

Netflix Faces Its First Time Spent Decline

A significant portion of the conversation centers around Netflix, which has traditionally been a dominant player in streaming services.

Oscar Orozco shares a surprising insight: “Netflix last year suffered its first ever decline in average daily time spent by its own users” (06:47). This decline is attributed to Netflix’s recent crackdown on password sharing, which led to a surge in new subscribers. These new users, particularly those on the ad-supported tier, are not engaging with Netflix content as intensely as long-term subscribers.

Contrastingly, Ethan Kramer points out, “Netflix's share of total TV time is growing when viewed as a portion of overall media consumption” (08:27). This discrepancy arises because, on a population level, Netflix maintains a strong presence, but among active users, engagement is plateauing.

Zach Goldner adds a note of skepticism regarding Netflix's future growth: “I wonder if we'll see stronger declines into the future because of that” (10:09). He doubts whether Netflix can effectively pivot into live sports streaming, an area where competitors like Peacock and Amazon Prime Video are gaining traction.

Rise of Free Ad-Supported Streaming TV (FAST)

Shifting focus, Marcus introduces the topic of Free Ad-Supported Streaming TV (FAST), highlighting its transition from a niche market to mainstream prominence.

Marcus states, “FAST viewership among adults is going to 19.20 minutes, which is double that of 2021” (13:13). Platforms like Tubi, Roku Channel, and Pluto TV are experiencing significant growth, particularly among adult demographics.

Oscar Orozco emphasizes the impact of accessibility, saying, “They make it so easy… if you have a CTV, they're just sitting there” (18:20). The convenience of built-in channels on smart TVs contributes to the rapid adoption of FAST platforms.

A landmark moment for FAST platforms was when Tubi broadcasted the Super Bowl for the first time, attracting over 13 million viewers (17:46). This event underscored the potential of FAST services to handle high-profile events and attract substantial viewership without traditional subscriptions.

Reddit Surges in Engagement

Perhaps the most unexpected trend discussed is the rapid growth of Reddit as a dominant social media platform.

Zach Goldner highlights Reddit's impressive metrics: “Users are spending 34 minutes a day on Reddit, which is third, just right behind TikTok and Instagram” (20:49). He forecasts that by next year, Reddit could capture 10% of social network time among adults, positioning it as a major player in the social media sphere.

Ethan Kramer reinforces this by noting Reddit’s robust ad revenue growth: “From $500 million a year to making $1.4 billion by 2026” (23:06). This growth is fueled by Reddit’s unique positioning as a “social media Wikipedia” and its effective integration of video content.

Oscar Orozco adds that despite Reddit’s success, it remains behind giants like TikTok in overall engagement: “They are still not close to TikTok” (22:15). However, the platform's continuous improvements and increasing user base suggest a promising trajectory.

Overall Trends and Conclusions

The episode concludes with a broader analysis of media consumption trends:

• Digital Media Growth: While overall digital media time continues to grow, specific areas like digital audio, gaming, and social media are reaching their saturation points or beginning to decline.

• Device-Specific Trends: Connected TVs (CTVs) remain a primary driver of digital media growth, with FAST platforms particularly benefiting from this trend.

• Shifting Consumption Habits: As media consumption plateaus, the industry is witnessing a zero-sum game where gains in one area require losses in another, leading to more strategic content distribution and platform competition.

Oscar Orozco succinctly summarizes the landscape: “Almost all the growth is from subscription streaming and, and FAST, as Zach said, and a couple other small items that are growing a little bit” (25:11).

Final Thoughts

As media consumption reaches its zenith, marketers, retailers, and advertisers must navigate this saturated environment by leveraging platforms that continue to grow, such as FAST services and emerging powerhouses like Reddit. The evolving dynamics underscore the necessity for adaptive strategies in digital media planning to stay ahead in an increasingly competitive landscape.

For a comprehensive analysis, subscribers can access the full report on EMARKETER’s website.

Notable Quotes:

• Oscar Orozco (05:34):
  “Americans are now spending 12 and a half hours plus per day with media, and this is where the wall is being hit.”

• Ethan Kramer (06:01):
  “This year we're expecting Americans to take about 10 minutes of their TV, radio, and newspaper time and spend it with digital instead.”

• Oscar Orozco (06:47):
  “Netflix last year suffered its first ever decline in average daily time spent by its own users.”

• Zach Goldner (20:49):
  “Users are spending 34 minutes a day on Reddit, which is third, just right behind TikTok and Instagram.”

• Marcus (13:13):
  “FAST viewership among adults is going to 19.20 minutes, which is double that of 2021.”

Note: Timestamps in brackets refer to the position in the transcript where the quote occurs.