tvScientific released its “2026 Consumer Trends Report,” positioning television as a full-funnel channel that drives discovery, trust and purchase behavior across a multiscreen environment.
The report, based on a survey of more than 600 U.S. consumers across Gen Z, Millennials, Gen X and Baby Boomers, examined how streaming, device usage and cross-channel engagement are reshaping how audiences interact with TV.
It found that streaming is now central to TV consumption across all age groups, with 92% of Gen Z and 90% of Millennials watching via streaming platforms, alongside 83% of Gen X and 61% of Baby Boomers. Most households subscribe to multiple services, with 70% reporting three or more subscriptions.
As streaming expands, ad-supported models are gaining traction. The report found that 58% of consumers choose ad-supported TV options, largely driven by cost, with most citing lower subscription prices as the primary reason.
At the same time, TV advertising continues to rank highly on perception metrics. Roughly half of respondents said TV ads feel more premium, less intrusive and more credible than ads on social platforms, reinforcing TV’s role as a high-trust environment.
The report also pointed to the growing importance of cross-channel behavior.
Product discovery is split across social media, search and TV, with each channel reinforcing the other and increasing the likelihood of conversion.
Multiscreen usage is now the norm, with 78% of viewers using a second device while watching TV. Common activities include scrolling social media, messaging, searching for products and shopping online, linking TV exposure directly to digital actions.
This behavior is translating into measurable outcomes.
The report found that 65% of consumers have made a purchase after seeing a TV ad, with many taking immediate steps such as searching for a brand, visiting a website or reading reviews.
Younger audiences are driving many of these trends. Gen Z viewers show the highest levels of multiscreen engagement, with 91% using social media while watching TV, and are more likely to favor personalized and interactive ad formats.
tvScientific said the findings reflect a broader shift toward performance TV, where advertising on the largest screen drives measurable consumer action across digital channels.
Source: newscaststudio.com
