Julia Stoll
Research expert covering TV and video media
Media usage in the United States - statistics & facts
American consumers spend more time with digital media than with traditional formats. The shift in consumption towards digital media in the country started almost a decade ago, and this trend has been growing ever since. Traditional media, while still important, are nevertheless losing the attention of U.S. users.Â
Traditional TV is losing traction…
The biggest fans of TV viewing in the U.S., based on time spent, are 75 years or older, Black Americans, and men. Nearly 130 million U.S. households have TVs, with the largest local television markets being New York, Los Angeles, and Chicago. However, alittle over two-thirds of American TV households cut the cord in 2024 and this number is expected to rise to three-quarters by the end of 2027.
…and VOD is looking for the support of advertising
Consumer spending on subscription video-on-demand, once very dynamic, has been showing signs of slowing down. Plagued by recession and rising inflation rates, video viewers are now reaching for cheaper visual entertainment solutions and turning to ad-supported video services.
Audio consumption is also highly digitalized
Audio streams are a popular source of music listening in the United States. More than a third of U.S. adults say that music streaming is a superior way of listening, while owned music on physical formats such as CDs and vinyl is considered superior by less than one-sixth of Americans.
Podcasts are rising in popularity, with younger consumers more keen on this format. However, the industry is seeing a shift among older age groups, who are becoming increasingly interested in podcasts. In general, those who do not listen to podcasts say they have no time for it or cannot find anything new and useful in them. All in all, podcast users mainly turn to YouTube to stream their favorites, as video podcasts are growing in popularity.Â
Is media consumption ruled by algorithms?
Today the number of internet users in the United States is only slightly higher than the number of social media users in the country, which means if they have internet, they most probably have social media profiles. For many Americans, social networks have become hubs for finding news, media, and entertainment, and more than 40 percent of respondents to a survey say social media platforms are their go-to source for finding new movies or TV shows. Thanks to technological advancements in this area, such as artificial intelligence, publishers can now identify their target audiences with greater accuracy and deliver content to consumers based on their previous activities and interactions. The result is that the user receives more relevant content that is better tailored to their preferences, a factor that helps drive future engagement. What is more, common recipients of such recommendations are Gen Z, who learn about upcoming entertainment options from ads on social media. Among this demographic in particular, BookTok is a good example of algorithms serving content suggestions based on user behavior.
This and similar platforms will shape the future of media discovery and consumption. Consumers, who are now constantly online, prefer quick recommendations instead of lengthy browsing of catalogs and media libraries. Digital media and artificial intelligence go hand in hand in delivering such experiences.
