/ markets · 09
human attention
modeled human hours per day across major surfaces — the scarce input behind advertising and subscriptions.
surfaces
10
hours modeled / day
~10.1B
fastest growing
short video
arpu leader
premium vod
10 stacks · illustrative
all
video
audio
interactive
where the hours land (regional share)
percentages are a normalized regional split for this page — they sum to 100% before rounding noise.
format mix — daily modeled hours
short video
long video
audio
social feeds
games / live
panel + telemetry fusion — illustrative, not a vendor dashboard.
platform inventory · modeled daily hours
| # | surface | format | hours / day | y/y | scope |
|---|---|---|---|---|---|
| 1 | tiktok + douyin | short video | 2.85B h | +9.2% | global |
| 2 | youtube | long-form video | 2.10B h | +4.1% | global |
| 3 | instagram reels | short video | 1.65B h | +11.4% | global |
| 4 | facebook feeds | social feed | 1.22B h | −2.3% | global |
| 5 | snapchat spotlight | short video | 0.42B h | +6.8% | global |
| 6 | x / twitter | text + video | 0.38B h | +1.9% | global |
| 7 | twitch | live streaming | 0.31B h | +3.5% | global |
| 8 | netflix | premium vod | 0.28B h | +2.0% | global |
| 9 | spotify | audio streaming | 0.55B h | +5.6% | global |
| 10 | roblox + fortnite | interactive | 0.62B h | +7.1% | global |
attention metrics are contested — different panels, devices, and demographics move the numbers. educational layout only.