2025年美国媒体消费报告

Introduction How do American consumersentertain and informthemselvesin 2025? Attest’s 6th annual MediaConsumption Report examines howhabits acrosstelevision, audio, news, and social media continue toevolve. From theMillennials’ social media detoxto theover 50spodcast boom, these trends provide adetailed breakdownof how different demographics spend their time. The dataalso shows what the outlook is for various media formats,as well as for the biggest media brands. Survey sample The data in this report comes from anationally representative survey of2,000 US consumers aged 18-67. Themedia consumption tracker surveyis conducted annually on the Attestplatform during March and April. Contents p5TV trendsp10Audio trendsp18Social media trendsp23Print and digital content trends TREND 1 TV viewing timescontinue descent The downward trend in TV viewing continues: thepercentage of consumers watching three or more hoursof TV of any type per day stands at 56% in 2025, downfrom 61% last year, and 63% the year before.The mostcommitted TV watchers are those aged 50-67, 66% ofwhom watch at least three hours a day – that’s comparedto 52% of 18-30s and 50% of 31-49-year-olds. Live TV has borne the brunt of the slowdown, with 28%of consumers saying they generally don’t watch any onan average day(that’s up from 24% last year and 20% in2023). This trend is driven by young consumers: a hefty41% of under 30s typically don’t watch live TV (versus27% of 31-49s and 20% of over 50s).Under 30s who dowatch live TV are most likely to say they watch it forbetween 30 minutes to one hour per day. Meanwhile,their older counterparts typically watch for 1-2 hours. How long Americans spendwatching TV daily Viewing times for streaming services have alsodecreased, with a -4 point decline in people watchingfor two or more hours, and a corresponding increase in1-2 hour viewing sessions.A third of consumers nowstream TV for 1-2 hours per day. Under 30s watch themost, with one quarter typically viewing streamed TVfor 1-2 hours and another quarter chalking up 2-4 hoursper day. Only 8% of younger consumers typically don’twatch streaming services, but that increases to 27% forover 50s. TREND 2 Growth forAmazon Primeand Disney+ After suffering a -9 point decline in regular viewers last year,Netflix has only managed to regain a couple of percentagepoints. Today, 64% of consumers say they watch Netflix atleast once a week.Amazon Prime and Disney+ have enjoyedthe most growth, both increasing weekly viewers by +4 points.Sitting at 49%,Prime now enjoys its highest percentage ofweekly viewerssince we’ve been measuring, while Disney isyet to surpass its 2023 peak of 38% (currently at 35%). Other TV streamers remain more or less static, besides HBO MAX, whichhas recorded a -4 point loss to 25%. This compounds the previous year’sloss, when viewership fell from 33% to 29%.Apple TV, meanwhile,continues to struggle to secure any meaningful market share, watchedweekly by just 12%. Looking at the viewing profile of different streamers,18-30-year-olds are the top viewers of Netflix (77%),Hulu (57%) and Disney+ (46%). Consumers aged 31-49dominate Prime (55.5%), Paramount (31%), YouTubeTV (19%) and Apple TV (13.5%). Meanwhile, Peacock,Apple TV and Sling have a fairly even age distribution. When it comes to what Americans are watching,crime dramas and procedurals are highly favored,with shows like “Reacher”, “NCIS”, and “ChicagoFire/PD” frequently cited. TREND 3 Music streamingbouncebackboosts Spotify The percentage of Americans streaming music daily tookan -8 point plunge last year, but it has bounced back by+6 points in 2025.A total of 42% of consumers listento streamed music every day, while a further 21% listenmultiple times a week. Meanwhile, the number of consumerswho never stream music has declined from 19% to 15%. Consumers aged 18-30 are the most dedicated music streamers, with 61% listening daily(compared with 46% of 31-49s and only 20% of over 50s). Nearly 29% of 50-67-year-olds saythey don’t stream music at all – that’s versus just 5% of under 30s. Spotify and YouTube Music have been neck and neck in the race to become the nation’s topmusic streamer, but this year puts a bit of distance between them. Just over 39% ofconsumers regularly listen to Spotify, while 31% tune into YouTube Music (thisrepresents a +3 point increase for Spotify and a -7 point fall for YouTube). Spotify is the clear favorite of young consumers, used by 56.5% ofunder 30s (versus 43% of 31-49s and 20.5% of over 50s). Meanwhile,consumers aged 31-49 represent the key demographic for YouTubeMusic, with 38% of this age group using the platform, versus 30% of 18-30s and 23% of over 50s. Amazon Music continues the downward trajectory it’s been on since2023, falling a further -4 points to 19%, putting it alongside AppleMusic. SoundCloud has also declined since its peak of two yearsago, with only 6% of consumers regularly using it. TREND 4 Radio insteady decline The over