Social media will overtake linear TV in viewership by 2025 – report

In a significant milestone that underscores the rapidly evolving landscape of media consumption, social media users in the United States are projected to surpass linear TV viewers for the first time next year. According to a recent forecast by eMarketer, by 2025, the number of monthly social network users will reach an impressive 236.4 million, overtaking the 228.6 million Americans who are expected to tune into linear TV. This marks a turning point in how audiences engage with content, signaling a shift away from traditional television towards digital platforms.

The decline of linear TV has been a gradual yet steady trend over the past decade, exacerbated by the rise of streaming services, social media platforms, and the increasing popularity of user-generated content. Linear TV is expected to lose 1.5% of its US viewers in 2025, a continuation of its downward trajectory as more people, especially younger demographics, turn to digital alternatives. Despite this decline, linear TV will still hold a significant share of media time, particularly in terms of video consumption. In 2025, US adults are forecasted to spend an average of two hours and 49 minutes per day watching linear TV, compared to 53 minutes on social media and 37 minutes on YouTube.

This shift in viewership patterns highlights the growing dominance of social media and video-sharing platforms like YouTube in the digital age. Social networks, with their vast and diverse content offerings, have become integral to daily life for millions of Americans. Platforms like Instagram, Facebook, TikTok, and Twitter have not only transformed the way people connect but have also become primary sources of news, entertainment, and even commerce. Meanwhile, YouTube, with its expansive library of videos and powerful recommendation algorithms, continues to captivate audiences with a mix of amateur and professional content.

For digital advertisers, this trend presents both a challenge and an opportunity. As more viewers migrate from traditional TV to social media and streaming platforms, there is a compelling case for reallocating ad budgets to these digital channels. Advertisers are increasingly recognizing the value of targeting specific demographics through social media ads and YouTube pre-rolls, where content can be tailored to user preferences and delivered with precision. The ability to track engagement and measure the effectiveness of campaigns in real-time further enhances the appeal of digital advertising over traditional TV spots.

However, while social media and YouTube are on the rise, the decline of linear TV does not signal its immediate demise. Despite losing viewers, linear TV still commands a significant portion of the media landscape, particularly among older audiences and during live events such as sports broadcasts and award shows. This continued dominance in certain areas suggests that, for the foreseeable future, linear TV and digital platforms will coexist, catering to different segments of the population.