Connected TV continues to see
rapid growth projections -- seemingly versus other popular digital media platforms, according to eMarketer.
This year CTV will see a 7.7% rise in media time spent per day among U.S. adults 18
years and older by device. Mobile -- which still leads all media usage -- will rise more slowly at 1.6%.
Mobile will continue to lead all daily digital media time use -- a 48.6% share,
down from 49.3% a year ago. Connected TV is next with a 30% share, up from 28.7% a year ago. Estimates from eMarketer say CTV will hit a 32.2% share in 2027 and mobile will slip to 47.5%.
Desktop/laptop will sink by 2.7% in daily time use (to a 12.6% share). Other device digital media time will drop 4.6% (to a 8.8% share).
Digital media device results here cover Blu-ray
devices, connected game consoles, Google Chromecast, Roku, and smart TVs; examples of other connected devices include smart speakers, smartwatches, smart appliances, and connected vehicles.
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Overall, nearly half at 49% of all digital media time among U.S. adults -- no matter which device/platform -- will go to digital video. Social networking is at 18%; digital audio 17%; and
digital gaming 13%.
Messaging is also projected to slip 0.1%. However, these device/platforms will grow: digital video, 5%; digital gaming, 2.3%; digital audio, 1.2%; and social
networks,1.4%.
Among all desktop/laptop usage, much of that digital media time on that platform will continue to be spent with digital gaming (28%); social networks are next (16%); then
digital audio (11%); digital video (8%); and messaging (5%).
Digital media daily consumption will now average 8 hours and 36 minutes, up 3% from 2024.