Linear TV/Ad-Supported Streamers: It’s Not Either/Or, It’s AND

Linear TV/Ad-Supported Streamers: It’s Not Either/Or, It’s AND | 2026

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Taking information from our 2026 Media Comparisons and Purchase Funnel Studies, this deck shows how both adults 18+, as well as those that are ad-supported streamers, use different linear and streaming platforms and how they are influenced by media. These findings highlight the continued value of linear TV in this evolving media landscape.

Some key findings:

Linear TV reaches far more adults 18+ and ad-supported streamers than streaming platforms.
Ad-supported streamers spend more time streaming than the average adult, but Linear TV still dominates.
Local broadcast TV assets are turned to the most for local news and are also the most trusted.
Those who watch ad-supported streaming deem linear TV the most important influence for making them aware of a product or service.

For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.