COMCAST: MULTISCREEN H1 CAMPAIGNS DRIVE ATTENTION, REACH

7. 10. 2026 | 2 min read Big multiscreen advertising still scores a lot of power, impact and "attention" for brands, according to new industry research compiled from the first half of 2026.

CTV ALREADY ACCOUNTS FOR THE MAJORITY OF PREMIUM VIDEO ADVERTISING IN EUROPE, WHILE PROGRAMMATIC CONTINUES TO GROW

3. 10. 2026 | 3 min read Connected TVs (CTVs) accounted for 53 per cent of premium video ad views in Europe in the first half of this year. This is according to a new study by FreeWheel. Programmatic video ad buying also grew significantly, whilst live streaming gained momentum, driven primarily by sports broadcasts.

CHANNEL 4 SALES TURNS EXISTING TV ADS INTO ENHANCED STREAMING FORMATS

2. 10. 2026 Channel 4 Sales launched Enhance in June 2026, the broadcaster’s new suite of CTV streaming ad formats. Enhance amplifies advertisers’ existing TV ads with a range of creative formats and dynamic targeting capabilities; each creative format is designed to deliver against clear KPIs and shine a spotlight on key campaign messages. Advertisers can build on creative they already own instead of needing to produce a separate ad.

MULTISCREEN TV AD CAMPAIGNS DOUBLE INCREMENTAL RETURN ON AD SPEND, SAYS COMCAST

1. 10. 2026 | 2 min read New findings from Comcast Advertising find they drive more website visits. Multiscreen TV ad campaigns deliver a 2x incremental return on ad spending and drive 2.4 times more web visits compared to using only one or the other, according to new research from Comcast Advertising.

CTV DRIVES MORE THAN HALF OF EUROPE’S PREMIUM VIDEO AD VIEWS

29. 9. 2026 | 3 min read Connected TV has become the dominant driver of premium video advertising in Europe, accounting for 53 percent of all premium video ad views in the first half of 2026, according to FreeWheel’s latest Video Monetisation Report. The biannual study from the Comcast‑owned advertising technology company shows that Europe’s shift toward CTV and streaming is reshaping the continent’s video advertising landscape, with programmatic buying playing an increasingly central role.

REPORT: STREAMING AUDIENCES INCREASINGLY DISENGAGED

25. 9. 2026 | 2 min read TVision by Viant has released its 2026 State of Streaming report, built on one of the largest streaming attention panels in the world. The findings challenge assumptions about where viewers are actually paying attention across streaming and linear TV.

STUDY: RENEWALS FOR STREAMING SHOWS CONTINUE TO DECLINE

22. 9. 2026 | 3 min read A new study of cancelled streaming series found that renewal rates on broadcast TV are significantly higher than for shows on major SVOD services, as streaming platforms continue to tighten programming budgets. As major streaming services work to control programming costs, a new study finds that streaming series are struggling with cancellation rates that are higher than broadcast TV.

RESEARCH UK: PHONE DISTRACTION TRIGGERS REWIND EFFECT

22. 9. 2026 | 4 min read Phone in one hand and TV remote in the other, 18–34s now lose 19 hours a year to rewatching TV they missed while scrolling, according to research by Uswitch, the comparison and switching service.

NEW RESEARCH LAYS OUT STREAMING SERVICES’ BEST DEFENSE AGAINST CHURN

21. 9. 2026 | 4 min read HUB survey shows that being viewers’ first choice makes a streaming service up to six times more resistant to cancellation. New research indicates that in the streaming subscription businesses, not all subscribers are equally valuable. According to Hub Entertainment Research’s “Decoding the Default” 2026 study, the more engaged users are, the more likely they are to stay and the less likely they are to churn and drop subscriptions.

STUDY: 73% OF ADVERTISERS PLAN TO MAKE LIVE SPORTS STREAMING BUYS IN NEXT YEAR

17. 9. 2026 | 4 min read Interest in making live sports streaming and CTV advertising investments during the next 6 to 12 months is even higher among ad agencies.

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.

YOUNG CONSUMERS’ SPORTS VIEWING RISES SHARPLY

11. 9. 2026 | 2 min read Young consumers are watching more sports than ever -- live and non-live sports content on TV and other devices -- according to Hub Entertainment Research. This growth is attributable to social media and digital media creators.

GRACENOTE: 85% OF SPORTS FANS WANT HOME-SCREEN VIEWING GUIDANCE

3. 9. 2026 | 2 min read Sports fans want TV home screens to show upcoming events involving their favourite teams and where to watch them, according to new research from Gracenote.

NZ AUDIENCES SETTLE INTO MORE STABLE MEDIA HABITS IN 2026

3. 9. 2026 | 6 min read New Zealand media consumption is gradually settling into a more stable pattern after years of rapid growth in streaming. At the same time, cost-of-living pressures are prompting audiences to become more selective about the paid services they choose.

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.

SURVEY: MOST ‘UNSKIPPABLE’ ADS NOT BEING WATCHED

24. 8. 2026 | 4 min read Research from consumer insights platform Attest finds that many of the assumptions underpinning media planning simply don’t reflect how people actually consume content today.

STREAMING GIANTS SCALE BACK PRICE HIKES AS CONSUMERS HIT CEILING ON WILLINGNESS TO PAY

24. 8. 2026 | 3 min read Average price increases at Netflix, Disney+ and Amazon have slowed sharply over the past three years, signalling that major streamers may be approaching the limits of what subscribers are willing to spend.

THE NEXT STREAMING AD WAR IS ALREADY HAPPENING ON YOUR TV’S HOME SCREEN BEFORE YOU WATCH ANYTHING

20. 8. 2026 | 8 min read The battle for streaming attention is moving outside the apps. TV makers, platforms, and advertisers increasingly want control of the home screen, while viewers are becoming more concerned about ads, tracking, and information overload. The first fight in streaming no longer happens inside Peacock, Prime Video, or Disney+. It happens before you open a single app.