2025 U.S. Media Trends: Where Consumer Attention Is Shifting.

For marketers and advertisers, understanding these pivotal media shifts is crucial for optimizing media investments and staying ahead of competition.

The New Reality of Media Consumption in 2025.

As we move further into 2025, the U.S. media landscape is reaching a saturation point. According to eMarketer’s US Time Spent With Media 2025 report, U.S. adults will spend 12 hours and 42 minutes per day consuming media—an increase of only 0.3% year-over-year. This stagnation means that media consumption is now a zero-sum game—growth in one channel often comes at the expense of another.

Below, we break down the biggest media trends of 2025 and what they mean for brands looking to capture consumer attention.

Digital Dominates: The Era of Mobile and Streaming

Digital media now accounts for over two-thirds of total media time, reaching 8 hours and 19 minutes per day. The key players? Mobile, CTV (Connected TV), and FAST (Free Ad-Supported Streaming TV).

Mobile Still Reigns Supreme

• U.S. adults spend 4 hours and 3 minutes per day on mobile devices, far surpassing other media.
• However, growth is slowing—mobile time is increasing by just 2 minutes per day in 2025.
• The rise of AI-driven content recommendations could lead to an uptick in engagement in future years.

CTV on the Verge of Overtaking Traditional TV

Smart advertisers are shifting their strategies to a CTV-first approach, balancing linear TV for broad reach.

• CTV time is projected to reach 2 hours and 29 minutes per day, growing 6.9% annually.
• Meanwhile, linear TV is in decline, losing 8 minutes per day in 2025.
• By 2026, CTV is expected to match traditional TV in total time spent.

FAST Services Gain Momentum

• FAST platforms (e.g., Pluto TV, Tubi, and The Roku Channel) are growing at 10% annually, reaching 19 minutes per day in 2025.
• FAST appeals to cord-cutters looking for free, ad-supported content.
• The challenge? Ad clutter—marketers must ensure creative quality to stand out.
  
  

Key Takeaway: Learn where your audience is spending most of their time and ensure your media plans are modernized with the right balance of traditional and digital media. Focus on mobile-first content, begin testing investments in CTV, and plug into the rising power of digital audio to stay ahead of the curve.

Social Media Faces Its First Decline in Engagement

For the first time ever, time spent on social media is projected to decline in 2025. This signals a major shift in digital behavior.

Why Social Media Time Is Peaking

• The average time spent with social media is 1 hour and 51 minutes per day, but it has started to decline by 1.1%.
• Political fatigue, privacy concerns, and platform saturation are driving some users away.
• TikTok, Facebook, and Instagram remain dominant, but time spent per user is flattening.
• Younger audiences still rely on social media for news, but engagement is shifting toward short-form video and community-driven content.

What This Means for Marketers

Paid social remains effective, but audience attention is becoming harder to maintain.

• Short-form video (TikTok, Instagram Reels) continues to drive engagement—brands must prioritize snackable, interactive content.
• Trust in social platforms is mixed—brands should diversify their digital presence across multiple platforms.

Digital Audio and Subscription OTT Remain Strong

While overall media time stagnates, subscription-based content is holding consumer attention.

Streaming Audio Maintains Its Grip

• Digital audio now accounts for 56.9% of total audio time.
• Spotify, Apple Music, and Podcasts continue to attract dedicated audiences.
• Podcast advertising remains a key opportunity, as engaged listeners are more receptive to brand messages.

Subscription OTT (Netflix, Hulu, etc.) Stays Resilient

• Ad-supported tiers (such as Netflix’s ad-tier) are gaining traction, giving advertisers new entry points.
• Sub OTT takes up the most digital time, growing 4.5% year-over-year.
• Netflix, Hulu, and Disney+ dominate engagement, with active users spending over an hour per day on these platforms.

Key Takeaways for Marketers in 2025

The media landscape is evolving rapidly, and brands must adapt their strategies accordingly:

1. Prioritize Quality Over Quantity – With total media time plateauing, high-quality, engaging content is more critical than ever.
2. Shift Budgets Toward Digital Video & CTV – Linear TV’s decline continues, and CTV presents a major opportunity for programmatic advertising.
3. Leverage FAST for Cost-Effective Reach – FAST is growing fast, offering a new way to reach cord-cutters with minimal investment.
4. Rethink Social Media Strategies – Engagement is shifting—focus on short-form video, influencer partnerships, and niche community engagement.
5. Capitalize on Subscription-Based Engagement – Digital audio and streaming platforms remain some of the most engaged media spaces.

Closing Guidance

Consumer attention is shifting, and advertisers must be proactive, not reactive. If your media mix isn’t evolving with these trends, you’re missing opportunities to reach your audience effectively. At Other.™ , we can help you navigate the ever-changing media landscape. Our team specializes in CTV, performance media, and data-driven advertising strategies to keep you ahead of the curve.

Sources: eMarketer’s eMarketer’s US Time Spent With Media 2025 report