The percentage of people watching TV for more than three hours a day has decreased by 3.1 percentage points to 60.7%, as reported by Attest in its “2024 U.S. Media Consumption Report.” Notably, consumers aged 25-34 have bucked this trend, increasing their long daily viewing sessions of 5+ hours by 7.3 percentage points to 29.6%.
Live TV has seen a resurgence in the past, but this year marked a decline. The number of Americans not watching any live TV rose by 4.1 percentage points to 24.3%. Consumers aged 35-44 are most likely to have abandoned live TV, with a significant 14.5 percentage point increase in those not watching at all.
As for streaming, Netflix and Disney+ have experienced a decline in viewership. Netflix's crackdown on password sharing led to a 9.9 percentage point drop in weekly viewers, now at 61.8%. Disney+ saw a 7.2 percentage point decline in weekly viewers, attributed to a price hike in its ad-free plan. Meanwhile, YouTube TV's user base has decreased by 8.1 percentage points to 17.3% after a boost last year. Similarly, other cord-cutting services like Sling have also seen reductions in viewership.
Music streaming has declined as well, with daily listeners dropping by 8.1 percentage points to 36.4%. Conversely, the percentage of people who never listen to streamed music increased to 18.9%. Apple Music saw a significant decline in regular users, dropping by 9.4 percentage points to 19.7%, putting it behind Amazon Music. However, its core demographic of 18-24-year-olds remains loyal.
Radio listening has decreased, particularly among younger audiences. Daily radio listeners dropped by 4.6 percentage points to 32.4%. Those aged 45-54 remain the biggest radio fans. Additionally, podcast listenership has declined by 2.5 percentage points, with just under 39% of Americans listening weekly. However, consumers aged 25-34 have increased their podcast consumption.
Middle-aged consumers are spending less time on social media. For those aged 35-44, the percentage spending more than two hours daily fell by 10.5 percentage points to 34.5%. Gen Z, however, continues to spend significant time on social media, with a notable 31.3% spending 3-4 hours daily.
Snapchat's daily user base among young adults (18-24) fell by 17.7 percentage points to 31.3%. TikTok also saw a decline among the same age group, with daily users dropping by 9.3 percentage points to 47.2%. Twitter, now rebranded as X, has seen an increase in non-users by 7.7 percentage points to 49.9%. Daily usage decreased to 20.2%, particularly among those aged 35 and older.
Digital media subscriptions declined by 5.9 percentage points to 29.8%. While older millennials (35-44) have cut back the most, Gen Z has increased their subscriptions significantly by 17.2 percentage points. Daily consumption of digital news has decreased by 4.1 percentage points to 25.5%. The deepest losses are among the 35-44 age group.
As for printed media, weekly readership of newspapers has decreased by 10.5 percentage points to 23.5%, with the most significant decline among those aged 35-44. Both printed and digital magazine consumption has declined. Weekly consumption of digital magazines fell by 11.7 percentage points to 24.2%, while printed magazine readership decreased by 10.6 percentage points to 20.9%.
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