STUDY UK: ONE IN FIVE UK ADULTS USE AI FOR NEWS

15. 9. 2026 | 2 min read One in five UK adults are using artificial intelligence services to access news, according to Ofcom’s latest study of news consumption.

HUB: YOUNGER FANS FUELING UPTICK IN SPORTS TV VIEWERSHIP

12. 9. 2026 | 3 min read Viewers under the age of 18 are seven times more likely to watch sports on TV now than they were a year ago, according to new data.

STUDY USA: LIVE TV STILL IMPORTANT FACTOR WHEN CHOOSING A STREAMING BUNDLE

2. 9. 2026 | 2 min read Continued demand for aggregation across traditional and streaming video drives new bundles and channel combinations.

PRIMA INCREASED ITS NET PROFIT TO MORE THAN HALF A BILLION LAST YEAR, BUT REVENUE REMAINED LARGELY UNCHANGED

25. 8. 2026 | 3 min read In 2025, the Prima Group maintained stable operating performance despite a decline in television advertising revenue. The growth in net profit was driven primarily by a significant improvement in financial performance and growing digital activities, led by prima+.

WORLD CUP FINAL DRAWS 66.4 MILLION VIEWERS AS SPORTS MARKETING MOVES BEYOND TV

24. 7. 2026 | 1 min read The FIFA World Cup final saw record viewership of 66.4 million average viewers across all networks and platforms showing the event, per Nielsen data cited by Yahoo Sports. The 2026 World Cup final is now the highest rated TV event since Super Bowl LX.

SPORTS ENTHUSIASTS PREFER LINEAR TV, WHILE ADVERTISING DURING GAMES DRIVES ONLINE SEARCHES

23. 7. 2026 | 5 min read Linear television remains the preferred way for sports enthusiasts to watch a range of popular sports. Local television stations also continue to play an important role: nine out of ten sports enthusiasts believe it is important for them to broadcast matches involving local teams. In addition, advertising shown during sports broadcasts can influence consumers’ choices when they subsequently search online for products or services. These findings come from TVB’s 2026 Sports Survey.

OPERATORS ARE MOVING PAY-TV TO THE INTERNET

19. 7. 2026 | 3 min read According to a new analysis, 55 per cent of European households will have a direct pay-TV subscription by the end of the year, which is just 1.6 percentage points more than five years ago. However, behind this stable figure lie significant national differences as well as a growing shift towards OTT streaming.

CZECHS SPEND OVER FOUR HOURS IN FRONT OF THE TELEVISION, OF WHICH 37 MINUTES ARE SPENT STREAMING OR PLAYING GAMES

16. 7. 2026 | 3 min read Television broadcasts still account for the bulk of the time spent in front of the TV screen. However, people are increasingly using their televisions to watch streaming services, online videos or play games, according to data provided by Atmedia.

SPORTS KEEPS VIEWERS CONNECTED TO TRADITIONAL TELEVISION

6. 7. 2026 | 2 min read Inscape's Q1 2026 data shows sports viewing grew to 1.8 hours weekly, but traditional TV's dominance is slipping as streaming claimed 12% of sports time—up from 11.5% a year prior.

ATTENTION DETERMINES ADVERTISING EFFECTIVENESS: STUDY CONFIRMS THE POWER OF THE TELEVISION ENVIRONMENT

26. 6. 2026 | 11 min read The Attention: Effectiveness Driver study highlights a simple but often overlooked fact: advertising can influence purchasing behaviour only if people actually notice it. Attention is not a proxy metric but a fundamental prerequisite for memorability, increased brand awareness, a shift in perception, and business outcomes. The available data indicate that television advertising can attract significantly more seconds of attention than most digital formats, and that the large screen remains an exceptionally powerful environment for brand building.

MOVING IMAGE STUDY 2026: TELEVISION REMAINS THE BACKBONE OF AUDIOVISUAL CONTENT CONSUMPTION

23. 6. 2026 | 6 min read The representative study commissioned by RTR Medien and Arbeitsgemeinschaft TELETEST is examining video consumption in Austria for the eleventh time. Its findings show that consumer behaviour continues to be shaped by television broadcasters’ content.

CME CEO: TV BROADCASTERS IN CENTRAL EUROPE MUST GO DIGITAL, OR THEY WILL BE OVERRUN BY NETFLIX

10. 6. 2026 | 3 min read According to CME CEO Samuel Barnett, traditional media companies in Central and Eastern Europe have a unique opportunity to harness the power of local content and the distinct characteristics of individual markets. However, if they fail to rapidly develop their digital services, they risk becoming irrelevant in the face of global platforms.

STUDY: LATE WORLD CUP KICK-OFFS TO CHANGE UK VIEWING HABITS, SAYS EE

4. 6. 2026 | 2 min read Late-night World Cup kick-offs are expected to change how UK football fans watch this summer’s tournament, according to new research from EE.

CZECH CONTENT ACCOUNTS FOR A THIRD OF THE TELEVISION PROGRAMME LINE-UP, BUT ACCOUNTS FOR THE MAJORITY OF VIEWING FIGURES

26. 5. 2026 | 3 min read In 2025, Czech and Czechoslovak content accounted for a significantly higher share of television viewing figures than its representation in the programming schedule would suggest. According to data from the Association of Television Organisations, as highlighted by Atmedia, local programmes accounted for 31 per cent of the broadcasts on the stations surveyed, but accounted for 57 per cent of the time spent watching television.

THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (2/2)

22. 5. 2026 The strategic response: the TV advertising paradox.

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.

TV NOW AND NEXT: A FIXED POINT AMID THE TRANSFORMATION OF MEDIA

27. 4. 2026 | 8 min read The world of video viewing has undergone a significant transformation over the past decade. New platforms have emerged, viewing habits have changed, and the options for how and where content can be consumed have expanded. Yet despite this dynamism, it is becoming clear that Total TV, which includes traditional broadcasting and streaming services, remains a dominant and stable element of the media landscape.

FAST AND THE NEW LINEAR TV: HOW FREE STREAMING CHANNELS ARE REWRITING THE RULES OF TELEVISION

12. 4. 2026 | 16 min read Imagine a television channel that needs no cable operator, charges no subscription fee, and yet still generates billions of dollars in advertising revenue. That is precisely how FAST, or Free Ad-Supported Streaming TV, works. It is one of the fastest-growing segments of the media industry and, at the same time, one of the most interesting answers to a question now being asked by broadcasters, advertisers and viewers alike: what comes after linear television?