Most of those increases will stick in 2021; but traditional TV will lose all its 2020 gains. Although adults will spend nearly as much time with media this year, their TV viewing time will drop below pre-pandemic levels. Some traditional media formats like TV and print newspapers saw growth for the first time in years, while time others fell slightly. But average time spent with traditional media will decrease by 5.7% in 2021, a decline largely attributable to people spending less time watching traditional TV. The average US adult will spend 18 less minutes consuming traditional media this year—16 of which will come from declines in TV viewing time.

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