The typical international shopper spent 8.24 hours per day with media in 2025, up from 7.62 hours in 2020, as ad-supported media accounted for 52.7% of time spent in 2025, down from a 55.5% share in 2020.
These are a number of the top-line findings from PQ Media’s just-released thirteenth annual version of the International Shopper Media Utilization Forecast 2026-2030.
Within the U.S., media utilization was greater than 11 hours per day. This lags Japan, the place every day media utilization exceeded 13 hours, and the Netherlands, the place it was greater than 12 hours.
In the meantime, consumer-driven media utilization exceeds 50.1% within the U.S. It led by Spain, at 58.6%.
The opposite takeaway that’s value noting is the nice international age disparity between these older than 80 years of age (averaging 102.2 hours per week spent on media) and “the newly born ai-Gens” (averaging simply 6.3 hours per week with media) seen in 2025.
Tv — together with reside, digital, streaming and over-the-top (OTT) video — stays essentially the most used of the 11 media platforms that PQ Media tracks, reaching 27.74 hours per week in 2025.
