Behind the Numbers: From Prime Time to Screen Time - How Our Attention Is Shifting

Podcast Information:

• Title: Behind the Numbers: an EMARKETER Podcast
• Host: Marcus
• Guests: Oscar Orozco (Senior Director of Forecasting), Ethan Kramer Flood (Principal Forecasting Writer)
• Release Date: June 20, 2025

Introduction

In the June 20, 2025 episode of EMARKETER’s "Behind the Numbers," host Marcus delves into the evolving landscape of media consumption with experts Oscar Orozco and Ethan Kramer Flood. The discussion centers on the significant shifts in how audiences engage with various media platforms, highlighting emerging trends and their implications for marketers, retailers, and advertisers.

1. Digital Media Consumption Doubles Over a Decade

One of the standout revelations from the episode is the remarkable increase in time spent on digital media over the past ten years. Oscar Orozco emphasizes this growth, stating:

“Over the last 10 years, we've seen time spent with digital media double. So from 4 hours and 18 minutes a day on average to 8 hours and 36 minutes a day.” ([04:41])

Marcus echoes the significance of this trend:

“Adults spending their time with digital media has doubled in the last 10 years, going from about four hours to over eight and a half hours daily. That is remarkable.” ([05:07])

This exponential growth underscores the shifting priorities of consumers, moving away from traditional media towards digital platforms. The implications for marketers are profound, necessitating a reevaluation of strategies to effectively engage audiences now predominantly consumed by digital media.

2. Connected TV (CTV) Surpasses Traditional Television

A pivotal moment discussed in the podcast is the overtaking of traditional television by Connected TV (CTV). Oscar highlights this milestone:

“For the first time ever, CTV time will surpass linear TV time, and it'll surpass it by six minutes a day.” ([11:02])

This transition marks a significant shift in viewing habits, driven by the proliferation of streaming services and on-demand content. Ethan adds context to this development:

“People are cutting the cord and moving their viewing time to various digital options, primarily CTV platforms like Netflix, Disney+, Hulu, and free ad-supported streaming services.” ([14:13])

The surpassing of traditional TV by CTV signifies a broader move towards personalized and flexible viewing experiences, challenging legacy media to adapt or risk obsolescence.

3. YouTube Consumption Shifts to Older Demographics

Ethan introduces compelling data on YouTube usage across different age groups, revealing a surprising trend:

“Older age groups actually spend more time on YouTube than kids and teens do. The 55 to 64 and 65 plus cohorts are growing their time with YouTube the fastest.” ([19:00])

Marcus underscores the universality of YouTube as a platform:

“It probably already is the sort of most universally popular platform out there.” ([19:03])

This shift indicates that YouTube has evolved beyond a niche activity for younger audiences, becoming a staple in the daily routines of older demographics. The platform’s versatility in content—from full movies and tutorials to podcasts and live streams—has broadened its appeal, making it an essential tool for marketers targeting a diverse audience.

4. Mobile’s Dominance in Digital Media Diminishes

Another significant trend discussed is the decline in mobile’s share of time spent on digital devices. Oscar brings attention to this shift:

“Mobile's share of digital time dropped under 50%. The last time this happened was 13 years ago, in 2012.” ([22:22])

Ethan elaborates on the reasons behind this change:

“We are shifting our time back in front of gigantic screens, sitting on the couch, while mobile remains important but its share is declining because bigger screens and new devices are surging.” ([22:16])

This pivot indicates a diversification of digital device usage, with Connected TV and other smart devices taking a larger share of consumers’ attention. For marketers, this means adapting strategies to engage audiences across multiple screens simultaneously, acknowledging the rise of multitasking and second-screen behaviors.

Conclusion

The June 20, 2025 episode of "Behind the Numbers" paints a vivid picture of the dynamic shifts in media consumption. Key takeaways include:

1. Adults have doubled their time spent on digital media over the past decade, reflecting a fundamental change in media engagement.
2. Connected TV (CTV) has surpassed traditional television, marking a significant milestone in viewing habits and signaling the rise of streaming platforms.
3. YouTube usage has surged among older demographics, making it a critical platform for reaching a wider age range.
4. Mobile’s dominance in digital media time has slightly decreased, highlighting the growing importance of larger screens and diverse digital devices.

These insights provide invaluable guidance for marketers, retailers, and advertisers aiming to navigate the rapidly evolving digital landscape. As media consumption continues to transform, staying informed and adaptable will be essential for maintaining relevance and effectively reaching target audiences.

Notable Quotes:

• Oscar Orozco ([04:41]): “Over the last 10 years, we've seen time spent with digital media double. So from 4 hours and 18 minutes a day on average to 8 hours and 36 minutes a day.”

• Marcus ([05:07]): “Adults spending their time with digital media has doubled in the last 10 years, going from about four hours to over eight and a half hours daily.”

• Oscar Orozco ([11:02]): “For the first time ever, CTV time will surpass linear TV time, and it'll surpass it by six minutes a day.”

• Ethan Kramer Flood ([19:00]): “Older age groups actually spend more time on YouTube than kids and teens do. The 55 to 64 and 65 plus cohorts are growing their time with YouTube the fastest.”

• Oscar Orozco ([22:22]): “Mobile's share of digital time dropped under 50%. The last time this happened was 13 years ago, in 2012.”

Stay Informed: For those interested in a deeper dive, Ethan Kramer Flood promotes the upcoming report titled US Time Spent with Media 2025 Mid Year Update, set to release on June 25th. Pro subscribers can access the comprehensive data and further insights at eMarketer.com.

Thank you to Oscar Orozco and Ethan Kramer Flood for their valuable insights, and to Marcus for hosting another enlightening episode of "Behind the Numbers." Stay ahead in the digital media landscape by tuning in to future episodes every Monday through Friday.