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Growth in Traditional Media Time Spent by Type
Source: EMARKETER Forecast, February 2026 - March 2026
Note: ages 18+; includes time spent on TV, newspaper, magazine and radio; time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of multitasking on desktop/laptop while watching TV is counted as 1 hour for TV and 1 hour for desktop/laptop
Additional Note: Estimates of average time spent with media are based on the total adult population in China according to US Census Bureau 2024 data, not the number of users of each medium. Figures are rounded to the nearest minute. Includes time spent on TV, newspaper, magazine, radio and other traditional media
Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption, company reports and device adoption trends.