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Generative AI
Overall
By Platform
Among Users
Among Users of Each Platform
Ad Spending per Hour Spent
Source: EMARKETER Forecast, May 2026 - June 2026
Note: ages 18+; includes all time spent on large language model (LLM) generative AI systems via any device
Additional Note: Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a mobile phone while watching TV is counted as 1 hour for mobile phone and 1 hour for TV. Figures are rounded to the nearest minute. Estimates of average time spent with media are based on the total US adult population according to the US Census Bureau 2020 release, not the number of users of each medium. Generative AI (genAI) systems interpret user input to output text or media. Examples include generative pretrained transformer (GPT) tools such as ChatGPT, Google Gemini, and Microsoft Copilot; conversational search interfaces such as Google’s AI Mode and Bing’s separate AI search interface; and other specialized genAI tools such as Amazon’s Alexa for Shopping, Character.AI, and Nano Banana when accessed through standalone apps and webpages. AI embedded in non-native AI platforms is excluded. AI-powered search summaries (e.g., Google AI Overviews) and AI-powered search results in social platforms (e.g., Meta AI in Facebook) are excluded. Legacy voice assistants (e.g., Amazon Alexa, Apple’s Siri) are excluded, even when powered by genAI.
Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.