YouTube has emerged as the fastest growing social media platform among Gen Z in the past year, with 56% saying they use it more now than they did a year ago.
This growth comes amid a broader trend of dual media use, with 69% of Americans reporting they regularly scroll social media while watching TV, listening to audio, or engaging with other media.
YouGov’s State of US media consumption in 2025 report explores America’s daily media consumption habits and how they differ across generations, gender, income, and more. The report breaks down consumption trends across television, social media, and radio & podcast listenership.
Key findings from the report include:
- American social media users are nearly twice as likely to use Reddit compared to the multi-market global average (25% vs 13%)
- More than 1 in 4 Americans consume 5+ hours of media per day (26%)
- 33% of American live TV viewers watch for more than 3 hours per day
- Netflix is the most used streaming service among US on-demand TV viewers (63%), followed by Amazon Prime (55%)
- The majority of radio listeners tune in for under an hour per day (53%)
- 48% of Gen Z & millennial podcast listeners listen while doing household chores
- Spotify is the leading streamer among US audio service listeners (47%), increasing to 59% among younger audiences
- 50% of Gen Z social media users have purchased a product or service because of an ad they saw on social media
“In 2025, the American media landscape is more dynamic and fragmented than ever before, with content flowing across countless platforms and formats,” said Dare Schenck, VP at YouGov America. “YouGov’s report finds that competition for audience share is fierce across television, audio, and social media. While well-known brands like Netflix, Spotify, and Facebook are used by most consumers, Americans are using a variety of platforms for their media consumption needs, often simultaneously.”
This report sources insights from YouGov’s research panel of 30+ million consumers globally, including YouGov Surveys: Serviced, which provides rapid answers from the right audience.
YouGov’s report is available for download here.
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