Up to this point, U.S. consumer media consumption has not literally been a zero sum game, as total hours of consumption have grown, even as new media formats have emerged.
Though multitasking has resulted in growing amounts of media consumption by U.S. adults, there will come a point where additional media consumption is not possible because people need to work, eat, sleep and commute to work.
We might be nearing that point, where growth will stop and gains by one type of media will have to come at the expense of others.
On average, U.S. residents interact with media for 12 hours, 5 minutes each day.
But the daily total is expected to grow by just three minutes between 2016 and 2018. That is going to intensify competition between media formats, since, in a zero sum game, a contestant can win only if another contestant loses.