Ampere Analysis finds UK and US adults spend about 11 hours daily on media

A study by Ampere Analysis shows that the average adult in the United Kingdom and the United States engages with media for roughly 11 cumulative hours each day. The research highlights that streaming services, social media and YouTube account for the largest shares of daily usage, with streaming (1:57), social media (1:46) and YouTube (1:35) leading the mix.

Media consumption patterns differ by age group. Gen Alpha (11‑15) spends the most time on YouTube and gaming, while Gen Z (16‑29) favors social media and music streaming. Older generations, such as Gen X and Baby Boomers, allocate more time to streaming services, traditional TV and live sports. The study also notes that users access an average of 11.5 media platforms weekly, with mobile devices enabling simultaneous media use and increasing overall engagement.

Sam Nursall, research manager at Ampere Analysis, said the findings illustrate how diverse media diets are reshaping entertainment consumption across the two markets.