Where Do Americans Spend Their Time? Short Answer: Media

People say time is money—but for most Americans, time is media. From the moment we wake to the second we drift off, media surrounds us. But how much time are we actually spending watching TV, scrolling online, tuning in to radio, or binging podcasts? Let’s break it down—with some fun along the way.

📺 TV & Streaming: The Evergreen Classic

Despite the explosion of new platforms, TV remains a heavyweight in Americans’ daily routine. On average, U.S. adults spend about 3 hours and 20 minutes per day watching a mix of broadcast TV and streaming services—35–36% more time than they spend on social media (nypost.com, explodingtopics.com).

Streaming has officially taken the crown, dethroning cable and traditional networks. It will account for the majority of TV viewing time. However, the streaming platforms are very proud of this and are currently priced accordingly.

🌐 Web & Social Media: Scrolling into the Millions

The average American spends a whopping 7 hours and 3 minutes per day staring at screens connected to the internet (explodingtopics.com). That includes everything from browsing websites to shopping, gaming, and more.

Social media alone eats up about 2 hours and 24 minutes daily—though some sources say it's closer to 2½ hours (explodingtopics.com). For Gen Z, the screen time stakes are even higher—spending on average around 6.6 hours daily glued to online content (nypost.com). Often times exposed to multiple screens!

🎧 Radio, Podcasts & Digital Audio: A Sonic Staple

Terrestrial radio still reaches about 80% of the U.S. population each day (en.wikipedia.org). But digital audio—streaming music and podcasts—is carving out its own stronghold.

Americans now spend around 1 hour 24 minutes daily listening to digital audio (emarketer.com). Podcasts alone claim roughly 50 minutes per day according to global averages.

🖥️ All Media, Every Medium: The Big Picture

When you combine it all—TV, streaming, web, mobile, radio, gaming—the average American spent a lot of time with media. In the U.S., media time is even higher compared to global statistics—estimated at nearly 79.6 hours weekly in 2025, though projected to dip a bit as media use reaches saturation (mediapost.com). While it is difficult to exactly map out accurate media exposure, I think we can all agree it is a lot!

Why This Matters for Advertisers

1. Reach Is Everywhere, Frequency Is The Challenge

Over 11 hours daily of media exposure means millions of opportunities for your message—whether it’s in pixels, soundwaves, or streaming pre-rolls.

2. Multi-Platform Presence Builds Trust, But You Can't Effectively Be Everywhere

When consumers see your ad across TV, mobile, and audio, it reinforces awareness and brand recall—science backs this consistent, cross-channel impact.

3. Granular Targeting Equals Smarter Spending, Don't Forget The Masses Either

Digital platforms let you target segments by behavior, demographics, and interests—so your media-buying makes every penny count. Especially useful for lower funnel prospects.

Final Thought

Let’s face it: Americans are glued to their screens. But that’s good news—if your brand is there, too. Whether it’s catch-up TV while eating breakfast, a mid-day dose of social media, favorite podcast during commute, or late-night YouTube scrolls—every minute is a chance to connect.

At United National Media, we don’t just buy space. We strategically plant your brand in your audience’s everyday moments, cutting through the noise and building familiarity efficiently and where it counts most.