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

Summary

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

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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.

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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.

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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.

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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.

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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.

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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.

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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.”

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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.

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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.

Transcript

[Marcus]

Are your brand campaigns as effective as they could be? If you're only getting insights when the campaign is over, then the answer, of course, is no. To make better campaign decisions, you need real time measurement. You need lucid measurement by Synt. Discover the power of real time brand lift [e-mail] insights that's cint.com insights hey, gang, it's Friday, June 20th. Hope everyone had a terrific Juneteenth yesterday. Oscar, Ethan. And to everyone listening, welcome to behind the Numbers, an E marked video podcast made possible by Synth. I'm Marcus and joining me for today's conversation, we have two gents, both living in New York. Coming to us live from the New York studio, we have the senior director of forecasting, Oscar Orozco.

[Oscar Orozco]

Hi, everybody. Hi, Marcus. Good to be back. It's been a while.

[Marcus]

It's not been that long. The drama. We're also joined by principal forecasting writer, Ethan Kramer Flood.

[Ethan Kramer Flood]

I mean the studio. We're in the studio.

[Oscar Orozco]

In the studio. It's beautiful.

[Ethan Kramer Flood]

It's freezing.

[Marcus]

Stop looking at each other.

[Ethan Kramer Flood]

It's completely freezing.

[Marcus]

I can imagine.

[Ethan Kramer Flood]

I like it, though. It's better. It's better to be freezing and sweltering like the rest of the office.

[Oscar Orozco]

It's comfortable. It is true.

[Marcus]

Today's fact is about sommeliers. So wine experts, to become a master sommelier, you have to pass an incredibly difficult exam. Have you guys heard about this?

[Ethan Kramer Flood]

I mean, it makes sense.

[Oscar Orozco]

I have. I actually saw a whole series on this, actually after the mail, so it's fascinating.

[Marcus]

What was that one?

[Oscar Orozco]

It was. Oh, it was ages ago. But I think there's only like 20 master sommeliers around the world. Right. It's incredible. They have incredible taste buds.

[Marcus]

20 is too low, but they're something. What documentary was this that told you wrong information. But yes, it's a very, very, very small amount of people who actually are able to pass this exam. It' difficult comes in three parts. There's a theory part with questions on the history of wine, viviculture, a bunch of other things. There's a tasting part. There's a blind tasting of six wines in 25 minutes where you have to accurately identify grape variety, region, country and vintage. And then service is the third part. You have to serve wine and also recommend pairings and some other things as well. The test has a pass rate of 3 to 8% of those who take it. So you have to be good enough to even take the thing. With most candidates taking between five to 10 years of intense study and mentorship before they even attempt it. There are. There have only been, I should say, since the test began in 1969, there have only been 279 master sommeliers in the world.

[Oscar Orozco]

I was way off, but still really low.

[Ethan Kramer Flood]

That's still extremely small number.

[Marcus]

Oscar's eye. There's just three. Just three of them. But that would mean that since the test started worldwide, there have been only five people who have become master sommelier each year. Which is, yeah, shocking.

[Ethan Kramer Flood]

Anyway, I want to see a documentary on the people that failed the test and then what they do with their lives.

[Marcus]

I think that's also.

[Oscar Orozco]

Imagine applying your. Imagine applying yourself to things that are not, you know, not like wine. You know, maybe I don't know, PhD in something. But no, no. All the respect in the world to them. Incredible.

[Marcus]

I think reality TV is what you were looking for. I'm looking for people's lives to implode. Anyway, today's real topic, the most interesting way people spend time with media and how it is changing. So our forecasting team just put together some updated numbers on where people spend their time with media. Tv, digital, radio, print, a bunch of places. And Ethan, who writes the reports for that team, put together some research on some of the most interesting findings from those numbers. I thought it'd be good to put together a consensus list of the three most interesting ways people spend time with media and how it is changing. Oscar and Ethan are going to try and convince myself and you, the listeners that their reasons should be on the consensus list. Three spots open. Oscar, your first headline for how time spent with media is changing.

[Oscar Orozco]

So the main one for me, very high level is over the last 10 years, 10 years, we've seen time spent with digital media double. Exactly double. So from 4 hours and 18 minutes a day on average to 8 hours and 36 minutes a day. So incredible leap of about over 4 hours a day in just a decade.

[Marcus]

This one I think is really a really good one because a lot of times we look back pre pandemic to today. We look at what happened last year versus this year, what's going to be happening next year or the next year after that. But it's rare that we look back as far as you have here even an Oscar citing this storyline, which is adults spending their time with digital media has doubled in the last 10 years and gone from the 4 hours 20 ish to 8 hours 40 ish. And that is remarkable. To think that we were only spending about four hours with digital media back then and how it's changed so much so I don't. To be honest with you, I don't see anything knocking this one off the top spot. I'm going to give it first.

[Ethan Kramer Flood]

First of all, the idea of narrowing down this incredible report to just the top three is mission very easy, Mission impossible.

[Oscar Orozco]

Not fair.

[Ethan Kramer Flood]

More than the total number of sommeliers in the world is how many incredibly interesting insights are in this report. Oscar might win with that one. But I should also mention, like, the 8. The 8 1/2 hours in digital is still only 2/3 of the. The total top line is like 1245 per day. Because there's all that time with traditional.

[Marcus]

And it slowed down, but it is still growing.

[Oscar Orozco]

It's slightly growing. I mean, we keep saying that, but it's definitely. We're not losing any time here. So it's still slightly growing.

[Marcus]

Okay. You know, 1244 total.

[Ethan Kramer Flood]

If you encounter one third of that is traditional, two thirds digital. And the traditional declines every year, but the digital goes up every year to the point that the top line number still grows by a minute or two every year, which is wild at that scale.

[Marcus]

Okay. But if you had to. If you had to guess, you know, four years out, I mean, I don't know. This forecast, I think, is just a year or two out. Right? It doesn't. Yeah, we do.

[Oscar Orozco]

Two years out. Yep.

[Marcus]

Two years out. Okay. Unlike our others, a lot of the other ones stretched to four years out. If you had to go to four years out, do you think that it eventually hits that ceiling, or do we think a minute or two will?

[Ethan Kramer Flood]

This is a good question, Marcus, because.

[Oscar Orozco]

We were actually debating this, and I might disagree a bit on this.

[Ethan Kramer Flood]

This is good for you bringing this up. We didn't plan this, folks. Go ahead.

[Oscar Orozco]

My thinking is that really, I think it's gonna keep increasing. A lot of it to do with just, you know, you think of Gen Alpha, you know, Gen Z, as they're aging into their devices, and, you know, they're just setting the trend right for what connectivity looks like and media consumption. And to me, we keep seeing more multitasking, too. So what we call here, second screening, people are using three. Three screens, four screens. So to clarify, we would count that, you know, cumulative. It's just added up, you know, together. And so. Meaning that, you know, that's why you see these incredibly high numbers. And it's because, you know, we're counting one hour on TV and one hour on smartphone as two hours total. So that's doing it at the same time. At the same time, yeah.

[Ethan Kramer Flood]

Yeah.

[Marcus]

Okay. All right. And Ethan, the argument.

[Ethan Kramer Flood]

Yeah. So I made the point in the report that I thought that we are getting close to zero growth status quo, which is a sea change psychologically for all the device makers and all the entertainment platforms and all the social media folks out there because they're used to this ever increasing amount of time that everyone is willing to use their eyeballs staring at their products or their services. And I'm saying that's going to end. I had said that's going to end. There's going to be no more growth, which is going to make the competition all the more fierce. It sort of changes the outlook for everyone. But Oscar kind of talked me into it a little bit. Not just for the reasons that he said, but also just the innovation in devices and the likelihood of sort of ever more screens in different places. So it's not just about maybe we are maxing out on how much time we're willing to look at the things that already exist. But like new things that don't exist yet are going to come around and that's going to just start to add to the numbers. Even as traditional just goes further and further and further down, digital might continue to go more and more up because things we can't even imagine yet. So, you know, he might be right about this one.

[Oscar Orozco]

We'll see. Time will tell.

[Marcus]

Good arguments. We've got our number one for the moment. Adults doubled their time with digital media in the past 10 years. Ethan, what do you want to try and add to this list?

[Ethan Kramer Flood]

So I was going to bring it down back to the current moment in time. So, you know, Oscar gives us the context, this massive expansion of time spent with digital. But what about right now? What's actually still changing? Because not much is right. That growth at the top line is slow. Growth all over the place is slow. So if you're listening to me and you're like, okay, so where are people actually spending more time? And there's a real easy answer. People are spending more time with media, with the activities that are primarily associated with ctv. So you can narrow it straight on down like that. So think about your subscription over the top streaming services like Netflix and Disney and Hulu and Amazon, et cetera. Think about other things that you do with a CTV nowadays. People watch YouTube. YouTube also time spent growing significantly. Free ad supported streaming television, AKA fast. That's something that is mostly done on ctv. Time spent with that is growing pretty rapidly. Roku, Blue tv, things like that. And then the regular streamers where these are the Categories where you actually get significant year on year percentage growth in time spent. And that's just about it. There's nothing else that's really growing. So things like social media, obviously, traditional media we mentioned, gone down, digital audio, lots of other stuff, flat or even declining. But if you're looking for growth, it's things that you would associate with ctv. They're not only on ctv. Right. But they're primarily on ctv.

[Marcus]

Okay. And there's a milestone here, right? Ctv.

[Ethan Kramer Flood]

Yeah. If I say that I'm jumping on.

[Oscar Orozco]

Oscars, I'm happy to take that one.

[Ethan Kramer Flood]

Stole that from me.

[Oscar Orozco]

Yeah.

[Marcus]

Was that going to be Oscar's one?

[Oscar Orozco]

It's absolutely fine.

[Marcus]

It's a competition.

[Oscar Orozco]

This is it now. It's a team effort.

[Marcus]

Marcus, that's not what. They never listen to it when I give them a show.

[Oscar Orozco]

Well, listen, it segues beautifully into my next one. And it's really a fascinating one. It's that for the first time, CTV time will surpass linear TV time, which is cable satellite tv, and that'll be this year. It'll surpass it by six minutes a day. Huge milestone. I mean, we've looked at what TV was in its heyday. I mean, our numbers don't go as far back as, you know, the 90s or early 2000s. But time spent with TV was over four hours and a half a day is what people were spending on their television. And so that's very much dropped over the years. A lot of it. Because of what we've just. Ethan just mentioned, the streaming platforms and video in different shapes and forms. So for the first time ever, again, that CTV number surpassing linear TV time, which is incredible.

[Marcus]

And it's not creeping past it. Right. If you look at the axes, it's basically looking like an X. Yeah, yeah, it's one. One up into the right, one down to the. And to the right.

[Oscar Orozco]

Exactly. Just five years ago, the gap was, I believe, about two hours. You know, so this was like pure pandemic time. So, yeah, as you mentioned, it's coming on. It came on very quickly and, you know, into the future, the gap will only widen.

[Ethan Kramer Flood]

We saw this coming for a while, Right. Anyone listening to this might even be surprised to find out that TV had not yet fallen below digital CTV Entertainment. Because for so long, TV has been plummeting, and for so long, CTV Digital has been rising like gangbusters, but they hadn't actually crossed yet. And this year they will. And so this is.

[Marcus]

So what's mainly, I mean, Ethan, you mentioned a bunch of items that we group together into ctv. I mean, we break them out, but for this purpose we're grouping them under the umbrella of CTV. You mentioned YouTube, you mentioned subscription OTT, you mentioned the fast services. What's the CTV the most?

[Ethan Kramer Flood]

Well, subscription OTT, your Netflix's, etc. Would account for by far the largest bulk of that time that is spent. But because it is so big and so successful. Right. That's old news. The growth is not that high. Growth is still pretty good. The highest growth is actually on the fast networks now. They're starting lower base, but people are really flocking to that. It's free, no surprises there. And then YouTube is of course free also. And we've been monitoring the slow but steady transition of YouTube from being a primarily mobile device to being now heavily CTV, majority CTV.

[Oscar Orozco]

And when we include YouTube TV, we're including anything live, any live content, shorts. Right. So it makes sense. I mean, zooming out a bit, it's the content, right. It's consumer behavior. I mean, it's the cord cutters. The cord nevers like that shift away. And so people are filling in that time with ctv.

[Ethan Kramer Flood]

Right. It's a pretty direct correlation. But this, this tv, CTV thing is pretty, it pretty correlates pretty directly. Right. People are cutting the cord. They're not watching cable, they're not watching broadcast, they're not watching satellite. They're cutting the cord and those minutes are just switching right on over. They're staying on the big screen in the living room when you're on the couch. And now it's going to these various digital options. There's just like a whole bunch of different types of digital options. So it's not all just going to one thing. So it's bifurcating a little bit. But in general we're still sort of sitting there doing what we used to do.

[Oscar Orozco]

Exactly. Also looking back about four years ago, if we recall the streaming wars, you know, and that's really helped boost CTV time. And that's what we've tracked. Right. Where it was previously kind of like a Netflix or nothing story.

[Ethan Kramer Flood]

Some strange apps.

[Oscar Orozco]

There's so many. And they really. It's just been additive. I mean, people are just subscribing to more, using more. So yeah, pretty incredible numbers.

[Ethan Kramer Flood]

Yeah. So I mean, we have this chart here that folks that are watching on video can take a look at right now, which sort of demonstrates a little bit what we've been dancing around. So you will see on this chart that TV is still in first place, but that's because of what I just said, where the transition away from TV to CTV goes to a whole bunch of different categories. So digital is all split up in a bunch of ways. And you see sub ott, if you're looking at the chart now, you see sub OTT is the biggest digital category. But you see a bunch of categories on there that if you collectively added up everything in red, it would be way, way, way, way, way higher than TV or way higher than traditional media all put together. But those minutes do go to sort of different places, not all of which are CTV related. You see, social network time is real high on that list.

[Marcus]

Traditional TV is alive and well. CTV may have overtaken it. But I mean, as you can see here, as Ethan just explained, Americans spending more time with traditional TV than any other media line item, so to speak. And then on top of that, I thought this was fascinating from the report. Traditional TVs accounts for nearly 40% close to of all TV and video time. So that includes, like we said, sub OTT, social video, YouTube, fast linear, all the rest of it. It still accounts for nearly 40%. It's going down, but that's still such a sizable piece.

[Ethan Kramer Flood]

And it's number one when you divide things up by activity. Yeah, you know, we divide things up by device, which is where you see mobile way out in front and you see the CTV device collectively sort of way out there now. But when you think about the individual activities, that's TV's advantages. It's just one. The only thing you can do with the TV is like watch TV. Right. So you're watching cable, you're watching satellite, you're watching broadcast. That's all one number. And then when you get over in the digital side, there's a whole bunch of different ways we split it up. So that's how TV can sort of remain in number one in some of these various categories. Even though when, you know, compared against digital overall, it's way behind and it's still content driven.

[Oscar Orozco]

Right. We think of like news consumption or you know, sports. And you know, all of those things are still tailored toward that. TV time, family time, you know, there's time and place for it and that's why you see it up there.

[Marcus]

All right, so we've got adults doubling their time in digital media in the past 10 years. That's number one so far. CTV finally surpassing traditional TV. Second place could potentially go first. We'll see. We've got one more spot on the list, Ethan.

[Ethan Kramer Flood]

All right, so we also have a brand new debut set of data points in this report, which I'm going to take this opportunity to promote because I do think it also qualifies as, as being super interesting. We got YouTube by age and this is not any kind of information we've had before. So how much time spent per day by all Americans across all the different age groups? I can't describe all of that data for you. That's a whole bunch of different stuff. But the headline, the unsurprising headline, is that 18 to 34 year olds spend the most time per day with YouTube over an hour per day. Perhaps no surprise there, because that cohort of people spend the most time with media in general across a lot of different types of categories. But here is what I thought was really interesting. Older age groups actually spend a lot of time on YouTube. They actually spend more time on YouTube than kids and teens do. And older age groups are growing their time with YouTube the fastest. YouTube has really become. It probably already is the sort of most universally popular platform out there. We don't, we can't compare it across everything yet because we don't have this level of granularity for everything. But among the things that we do have granularity for, I mean, everybody watches YouTube. All the different age groups have big numbers.

[Marcus]

When you say older, what are we talking here?

[Ethan Kramer Flood]

55 to 64 and then 65 plus.

[Marcus]

Are, wow, okay, yeah, so you're not talking about, you know, like people who are now 30, you're talking about 55 year olds and above watching more YouTube than people who are 18 and below.

[Ethan Kramer Flood]

Correct. Unequivocally. All those different. We've got age 0 to 11, we've got age 12 to 17, and we've got 55 to 64. 65 plus. The older ones spend more time per day already watching YouTube and they are growing their daily time spent with YouTube more quickly than younger generations are. So there's a sort of a shift in the weight of who's on YouTube. Again, those middle, younger and middle age cohorts still spend by far the most that 18 to 34. Actually really even 18 to 54. They all kind of spend a lot of time on YouTube, but the older age groups are coming on strong and it's just a change in behavior. Right. I mean, these are also folks that are slowly bailing on traditional TV or just discovering, coming around to digital aging into folks that have been digital for decades anyway. And YouTube really is, really is sort of the universal platform it serves.

[Oscar Orozco]

So many use cases. I mean, it's replacing the linear tv, the Cable in the satellite. The shorts type content is competing with social platforms. We've heard about podcasting on YouTube. I'm sure many people have. And so there's, you know, not just for, you know, watching, but listening. So it has everything and it's, it's doing really well.

[Marcus]

It's quite the Swiss army knife.

[Ethan Kramer Flood]

Yeah.

[Marcus]

I mean, people are watching full movies on there, they're watching clips on there, they're watching podcasts on there, they're watching tutorials on there. There's kind of every type of content seems to fit well into the YouTube mold. Okay, so we've got over 55, I put it number one. I think it's fascinating. Over 55, watching more YouTube than under 18 is number one. I've moved CTV passing traditional TV to number two. And I think adults doubling their time with digital media in the past 10 years goes to three. Oscar, I think you've got one final swing. Trying to get something on the list.

[Oscar Orozco]

And I'm excited to hear that with the YouTube new numbers. Super excited. Please click around and check those out. If you go on the platform, please do so. I mean, the last one really for me is we're talking a lot about devices, but really interesting data point was that mobile's share of time and we're just looking within digital. So mobile's share of digital time dropped under 50%. And the last time, that's this year. The last time this happened was 13 years ago. This was in 2012. And just to put it into context, in 2012, desktop and laptop time was over 50% of digital time. So this is way before CTV was that relevant. Right. We were spending a ton of time on our laptops and desktops. And so, you know, it's pretty significant. And again, you know, it speaks to the story we keep repeating. Ctv. Ctv. But it's also digital, like Ethan mentioned earlier, it's digital screens everywhere. We're talking about smartwatches, smart speakers, the connected car. So that's another reason why mobile is fallen. Mobile is still very important, but it's interesting to think of it from a time spent perspective.

[Marcus]

Yeah, yeah. The fact that it's dropped. So it's dropped just under, just under 50.

[Ethan Kramer Flood]

We consider this a pivot point because it's also dropping, continuing to drop. But if you think about it psychologically or just the way that we think about our media ecosystem, it's just been so mobile centric. It's smartphones. Everything is about optimizing for mobile. Everything is about optimizing for smartphones and There was a reason for that. They were totally and utterly dominant for more than 10 years. Well over 50% of all the time you spend with any kind of digital anything is in your hand and suddenly it isn't anymore. Right. It's still number one, but it's not over 50% anymore. And that's again, it's a CTV story. Primarily we are shifting our time back in front of gigantic screens, sitting on the couch. Everything is still growing. It's not like our time spent with mobile is declining.

[Oscar Orozco]

It's still going, it's growing.

[Ethan Kramer Flood]

It's just the share is declining because our time with the bigger screens are surging much more and then other new devices.

[Oscar Orozco]

And I would go ahead really quickly.

[Marcus]

By declining, do we mean like in two years it will be from 48% say to 47% or is it really dropping?

[Oscar Orozco]

No, more like what you just said. Yeah, 48, 40. It's slowly dropping. Yeah, I was just going to add, it's also what I mentioned earlier, the second screen story. Right, the multitasking. So it just, you know, for marketers, it's telling them that people are spending more time with their, their attention on other screens while they're on the mobile devices. That's really what that number is saying as well. Okay, so you know, a little harder to, to reach the consumer because their attention is divided.

[Marcus]

Yeah, yeah, this one's a good one. And we should say as well, mobile, huge portion is just under half. Then you've got CTV 30 odd. 30 ish. Yeah, 30 over that. And then so that still leaves a lot of room for the laptop, the desktop, the computer, which is still at close to an hour. About an hour. And then you mentioned Oscar, a bunch of the connected devices and that is getting close to about an hour of total time. So some other places people are spending their time. This one's a good one. All right, that leaves our final consensus list with in first place, over 55 watching more YouTube than under 18 year olds. Second is mobile dropping below 50% in terms of the time spent on that device versus all devices. And then in third place, CTV will finally surpass traditional TV. And yeah, the one I think that context one's really good. The doubling of time over the last 10 years is remarkable, but not good enough to make the top three. Ethan's four reports with all the numbers that you could possibly hope for is called the US Time Spent with Media 2025 Mid Year Update. And that comes out on June 25th. So Pro subscribers, head to eMarketer.com and check that out when that drops. But that's what we have time for for today's episode. Thank you so much to my guests for hanging out with me today.

[Ethan Kramer Flood]

Thank you.

[Marcus]

First to Oscar.

[Oscar Orozco]

Thanks for having me. Marcus, let's do this again soon.

[Marcus]

Yes, please. Again. He's been on recently.

[Oscar Orozco]

Okay, everyone just have to remind them, you know.

[Marcus]

Thank you.

[Ethan Kramer Flood]

So, Ethan, I'm gonna go defrost. Yeah, thanks for having me.

[Marcus]

Oh, my God, the drama. What is happening? It's not that bad. Okay. Icicles on his face. Thank you so much to the whole editing crew, of course, and to everyone for listening in to behind the Numbers E marketed video podcast made possible by Synth. Subscribe, follow and leave a review if you can. We'll be back Monday talking about some very specific but highly unlikely predictions for 2025. Happiest of weekends.