NIELSEN: CO-VIEWING PILOT DELIVERS +4% AVERAGE INCREASE IN TOTAL VIEWERS

5. 5. 2026 | 2 min read Nielsen has released data from its co-viewing pilot for February’s top live televised events that shows an average +4.19% lift in total viewers. Increases seen across February events including the Super Bowl, Womter Olympics, NBA All-Star Game and Daytona 500.

VAB: PREMIUM STREAMERS OUTPERFORM YOUTUBE IN ADVERTISING EFFECTIVENESS

21. 4. 2026 | 5 min read The Video Advertising Bureau said premium CTV platforms outperform YouTube in co-viewing, attention and session length, citing a year-long study of 22 services. Premium video delivered 33 percent higher co-viewing and sessions averaging 1 hour and 18 minutes, 49 percent longer than YouTube. The report argues premium CTV impressions generate stronger presence, sustained attention and overall advertising efficiency for marketers. The Video Advertising Bureau (VAB) has commissioned a study that encourages brands and marketers to re-think their approach to buying advertising against YouTube over premium media experiences like network-owned streaming platforms.

ADVANCED TV STUDY 2026: CONNECTED TV BECOMES PRIMARY VIEWING ENVIRONMENT

21. 4. 2026 | 3 min read Connected TV (CTV) usage continues to diversify across households in Germany and Austria, strengthening its value for advertisers through more targeted and attentive audiences, according to the Advanced TV Study 2026 by Azerion Austria and Goldvertise Media.

90% OF FANS SAY SPORTS ON BROADCAST TV STILL MATTER IN THE STREAMING ERA

27. 3. 2026 | 1 min read Despite the broader shift to digital platforms, linear TV remains the go-to choice for sports fans, per a report from Television Bureau of Advertising (TVB).

AGAINST ALL ODDS: LINEAR TV’S SURPRISING RESILIENCE

26. 3. 2026 | 5 min read For years, we’ve been told that linear television is declining. Streaming services would render traditional broadcasting obsolete, the story went, as viewers abandoned scheduled programming for the freedom of on demand content.