| Format | Trend | Average Daily Time (US, 18-34) | Key Insight | | :--- | :--- | :--- | :--- | | | ↑ Growing | 60–90 min (TikTok/Reels) | Algorithmic feed dominates discovery. | | Long-form Streaming | ⇄ Stable | 2–3 hours | “Lean-back” viewing; franchises & IP dominate. | | Traditional Linear TV | ↓ Declining | < 30 min | Live sports & news are the only anchors. | | Music & Podcasts | ↑ Growing | 2 hours | Immersive audio (spatial audio) and video podcasts on YouTube. | | Interactive/Gaming | ⇄ Stable | 1–2 hours | User-generated content (UGC) maps (Roblox, Fortnite) as social hubs. |
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