eMarketer: Connected TV, phones dominate digital media use in U.S.

The home screen of the Walt Disney Company's flagship streaming televisions ervice Disney Plus. (Image courtesy the Walt Disney Company, Graphic by The Desk) — The home screen of the Walt Disney Company’s flagship streaming television service Disney Plus. (Image courtesy the Walt Disney Company, Graphic by The Desk)

Key Points:

CTV will capture 30% of digital media time in 2025, while mobile dips to 48.6%.
Video platforms will approach 50% of all digital time by next year.
Platforms like Netflix and YouTube are experimenting with AI tools to boost ad engagement.

Americans are spending more time with their smartphones and streaming video apps now than they ever have before, with the average American adult spending more than 8.5 hours with digital media devices and apps each day, according to a new report released by eMarketer on Friday.

The report, produced through a partnership with DoorDash Ads, said connected TV (CTV) platforms like streaming video apps and smart set-top boxes are increasing in popularity with American adults. Video platforms comprise nearly half of all time spent with digital media this year, and is expected to capture a flat 50 percent of time with digital media by 2026, eMarketer said. Connected TV platforms account for nearly 58 percent of time spent with digital video and 30 percent of time spent with digital media each day, the report found.

Overall, total time spent with digital media will increase 3 percent this year, continuing a trend that has seen digital engagement nearly double since 2016, fueled by faster adoption of messaging apps, streaming video platforms and social media.

While mobile still commands the largest share of digital time, its dominance is slipping slightly. In 2025, mobile devices — including smartphones and tablets — will account for 48.6 percent of all digital time, down from 49.3 percent in 2024.

“CTV shows the strongest growth momentum across device categories,” the report’s authors noted, adding that viewers are increasingly dividing their attention across multiple screens rather than relying solely on mobile.

As digital video consumption rises, more passive formats are gaining share while interactive formats such as messaging decline. Messaging is the only major digital activity projected to see a drop in usage this year, suggesting a pivot away from communication toward content-driven entertainment.

(Chart courtesy eMarketer, Graphic by The Desk)

AI, Mobile Highly Influential in Advertising

Artificial intelligence is seeping into every facet of American life, and digital media is no different.

According to eMarketer, platforms like Netflix and YouTube are increasing their use of artificial intelligence tools to deliver personalized, context-aware advertising throughout their video content. YouTube does this through its “Peaok Points” tool, which uses artificial intelligence to optimize the timing of ads; Netflix plans to deploy its interactive, artificial intelligence-powered advertising spots next year.

To adapt to this evolving landscape, eMarketer recommends that advertisers adopt a dual-platform strategy focused on CTV and mobile apps. CTV-formatted ad creative will be essential for streaming services, while mobile campaigns should prioritize in-app engagement.

Advertisers are also urged to develop device-specific content strategies, as nearly 80 percent of digital time is split between mobile and CTV. Finally, the report encourages brands to remain agile in emerging formats such as connected vehicles, smart appliances, and generative AI chatbots, which are still nascent but could see substantial growth in the near future.

As digital media habits continue to fragment and evolve, the study paints a clear picture: video and personalization are reshaping how consumers spend their time — and how advertisers must respond.