British adults are now spending more time on mobile phones than watching TV, with average usage increasing significantly over the past decade. The trend is driven largely by younger users, while older generations continue to favor traditional television. Despite the shift in time spent, emotional responses to each medium differ, suggesting varying implications for advertisers.

YouTube has achieved a 12.4% share of US TV viewing, solidifying its position as a leading platform in American living rooms for the third consecutive month. Its growth is fueled by significant deals, such as exclusive NFL game streaming, and an expanding slate of scripted content, which has led to increased advertising revenue surpassing that of traditional broadcast networks.