Media consumption in the US has hit a wall. For the first time, the average time Americans spend on media every day has stopped growing. According to eMarketer, people now spend about 12 hours and 42 minutes daily across traditional and digital platforms. Instead of adding more time to their screen-heavy days, they’re just shifting between different types of media. Digital platforms keep growing, but at the cost of traditional ones like TV, radio, and print.

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The Changing Digital Landscape

The media industry, which once thrived on unlimited consumer attention, is now seeing a slowdown. This shift is especially noticeable in online gaming, where options such as an Instant Baccarat Casino still attract dedicated players, but overall engagement levels are stabilizing. Online baccarat retains all the charm of the traditional game but adds the convenience of playing anytime, anywhere.

​Instead of constantly increasing their digital consumption, people are now choosing where to focus their time. Streaming services, social media platforms, and gaming companies no longer have a guaranteed path to more engagement. With so many choices, people are becoming pickier. That means companies have to work harder to keep users interested. Every platform is now competing in a zero-sum game, if one gains, another loses.

The Decline of Digital Growth

For years, digital media consumption outpaced the decline of traditional media, leading to additional overall engagement. That’s not the case anymore. People aren’t increasing their total screen time; they’re just swapping one type of content for another. Traditional media is still fading, but digital platforms aren’t picking up users as fast as they used to.

Social media is a prime example. The days of steady, year-over-year growth for platforms like Facebook and Instagram are gone. Even gaming, which saw explosive growth in the past, is leveling off. Fewer new users are joining, and the ones already there aren’t playing much more than before. The same goes for digital audio, podcast and music streaming numbers are slowing down, showing that even newer forms of media have their limits.

This shift has big implications. Companies that banked on endless audience growth now have to change their approach. Instead of just bringing in new users, the priority is keeping existing ones engaged. That means more focus on personalization, exclusive content, and improving the overall experience to stand out in an increasingly crowded space.

Netflix Faces Unprecedented Challenges

Netflix is one of the biggest examples of this shift. For the first time, the amount of time users spend watching the platform each day has dropped. eMarketer’s January forecast showed a 1.5% dip in daily engagement. It might not sound like much, but for a platform with millions of users, those few lost minutes add up.

A big reason for this is Netflix’s crackdown on password sharing. While it led to a boost in paid subscribers, many of these new users aren’t watching as much as longtime members. Many have also chosen the cheaper ad-supported tier, which doesn’t necessarily translate to more engagement. eMarketer senior analyst Ross Benes says that Netflix managed to sign up more members, including himself. This is a sign that password sharing was more widespread than previously estimated as Netflix continues to convert freeloader viewers to paid subscribers.

Netflix also faces increasing competition from Disney+, HBO Max, and Amazon Prime Video. Subscription fatigue is real, and many people are looking for lower-cost or even free alternatives to premium streaming.

The Rise of FAST Services

While traditional streaming platforms are struggling, free ad-supported streaming TV (FAST) services are thriving. Platforms like Tubi, The Roku Channel, and Samsung TV Plus are attracting viewers who want content without the monthly fees.

The average US adult now spends about 19 minutes a day on FAST services, nearly double what it was in 2021. Among frequent users, that number jumps to 51 minutes per day, a 10% increase from last year. With cable TV on the decline and paid streaming services getting more expensive, FAST services offer a solid middle ground.

Cable TV, once a household staple, continues to lose subscribers as more people cut the cord. Even digital pay-TV services aren’t looking as appealing due to rising costs. On the other hand, FAST services provide a diverse library of content without financial commitment, making them an easy choice for budget-conscious viewers. As more people make the switch, traditional and premium streaming platforms will need to adjust their strategies to stay relevant.

Social Media Shifts: Reddit Defies the Trend

Most social media platforms are dealing with flat or declining engagement, but Reddit is an exception. It’s expected to see a 15% increase in time spent on the platform in 2024, making it one of the few social networks still growing. By next year, Reddit will account for 10% of total social media time in the US.

Unlike algorithm-driven platforms that rely on quick, viral content, Reddit’s community-based discussions encourage deeper engagement. Instead of endless scrolling through AI-curated feeds, users interact with content that genuinely interests them. That’s helped Reddit stand out while other platforms struggle to hold onto their audiences.

Arizona’s Unique Media Consumption Trends

National trends tell part of the story, but Arizona has some distinct patterns. Local television still has a strong audience, especially when it comes to news and sports. The Arizona Cardinals, Phoenix Suns, and Arizona Diamondbacks consistently drive TV ratings, proving that live sports remain a major draw. Local news stations also perform well, as many Arizonans rely on them for updates on politics, weather, and community events.

Social media habits in Arizona follow a slightly different path than the national average. YouTube is by far the most popular platform in the state, with over 70% of residents using it regularly. Facebook continues to see strong engagement, particularly among older demographics, while TikTok and Instagram are growing at a slower pace compared to other parts of the country.

FAST services are also making big gains in Arizona, mirroring national trends. With traditional cable subscriptions dropping, more people are turning to free streaming options. Arizona ranks among the top five states for FAST service adoption, showing a clear shift toward ad-supported streaming.

Arizona’s local journalism is also worth noting. Unlike many other states where digital media has overtaken traditional news, Arizona still has a strong network of local TV and print publications. That means residents continue to have access to reliable regional coverage, which isn’t always the case in areas where local journalism has struggled to survive.

Conclusion

With media consumption reaching its peak, companies can no longer rely on automatic growth. The industry is shifting into a new phase where retention is just as important, if not more, than attracting new users. The rise of FAST services, changing social media habits, and shifts in streaming behavior all point to a future where competition for attention is fiercer than ever.

Arizona’s media landscape, while influenced by national trends, has its own unique traits. From strong local TV engagement to a growing preference for platforms like YouTube and FAST services, Arizonans are shaping media consumption in their own way.