AMPERE: UK AND US CONSUMERS BUILD INCREASINGLY DIVERSE MEDIA DIETS

3. 8. 2026 | 2 min read Consumers in the UK and United States now spend almost 11 hours a day engaging with media, according to new research from Ampere Analysis, which says audiences are increasingly choosing different platforms depending on their mood and purpose rather than relying on a single source of entertainment.

STREAMERS STEP UP MOBILE STRATEGY AS SHORT-FORM VIDEO RESHAPES VIEWING HABITS, VEED ANALYTICS SAYS

8. 7. 2026 | 2 min read Traditional streaming platforms are overhauling their mobile apps with short-form video features as they seek to challenge the dominance of social platforms such as YouTube and Instagram, according to new research from veed analytics.

THE STRANGER THINGS EFFECT: IS IT WORTH LENGTHENING THE PAUSES BETWEEN SEASONS?

28. 6. 2026 | 2 min read The breaks between seasons of TV series have more than doubled over the last decade. According to an analysis by Ampere, whilst longer waits increase interest in the return of popular shows, they also increase the risk that some viewers will cancel their streaming subscriptions during the break.

TELEVISION IN 2026: THE BIG SCREEN AS THE CENTRE OF MODERN CONSUMER BEHAVIOUR

2. 6. 2026 | 11 min read Television has undergone a profound transformation. Watching television today looks completely different from how it did just a few years ago. Viewers move between screens, search for products online during advertising breaks and use social media while watching television content. The Consumer Trends Report 2026 shows that television is no longer a passive medium. Quite the opposite: it is becoming a space where purchasing decisions are made, trust in brands is built and the online environment is connected with the emotions generated by television content.

APPLE SPENDS THE MOST, BUT OTHERS ARE GRABBING THE LIMELIGHT. WHAT DETERMINES A VIEWER’S VALUE?

31. 5. 2026 | 3 min read The highest investment in content does not automatically translate into the greatest audience attention. At the same time, streaming platforms are beginning to shift their perspective on their most valuable customers. Viewers who watch adverts and spend more time engaging with content are becoming increasingly valuable.

STUDY FINDS GROWING ACCEPTANCE OF ADVERTISING ON STREAMING PLATFORMS

28. 5. 2026 | 2 min read Consumers are becoming increasingly receptive to advertising-funded streaming services, according to new research published by German public broadcaster ARD’s Research Service.

BUDGETS ARE NOW THE TOP CONSIDERATION FOR BUYING A STREAMING SERVICE

20. 5. 2026 | 3 min read Half of consumers "strongly agree" that budget is the main factor they consider when buying entertainment services.

‘THERE’S A LOT OF JUNK’: PREMIUM MEDIA ENVIRONMENTS OUTPERFORM CHEAP DIGITAL INVENTORY BY 4.3 TIMES ON CONSIDERATION; STUDY SAYS PURCHASE INTENT RISES 37%

11. 5. 2026 | 8 min read The idea that greater reach at lower cost delivers better performance is the governing logic of the programmatic era, hardwired into agency trading desks, procurement teams and quarterly reporting packs. It also turns out to be wrong, at least when it comes to buying premium media, according to new research from The Trade Desk and PA Consulting.

WHY NETFLIX, DISNEY AND GOOGLE TV ARE ADOPTING THE VERTICAL VIDEO FORMAT

7. 5. 2026 | 5 min read Technological evolution often brings with it a number of paradoxes. Streaming services, which originally assumed that viewers would watch digital entertainment primarily on a large screen, are now beginning to experiment with mobile formats, including within the CTV landscape.

PPF IS BUILDING A MEDIA ECOSYSTEM. ONEPLAY IS OUTPACEING GLOBAL STREAMING PLATFORMS AND SETTING THE STANDARD FOR EXPANSION

29. 4. 2026 | 5 min read PPF Group is developing a strategy for interconnected media and telecommunications platforms. The Oneplay streaming service serves as a model for other markets in Central and Eastern Europe, explained Didier Stoessel, co-CEO of PPF Group, at the Shifts conference.

STUDY HIGHLIGHTS RISE OF DUAL-SCREEN BEHAVIOR DURING TV VIEWING

27. 4. 2026 | 2 min read 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.

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.

STUDY USA: TOP REASON FOR SUBSCRIBING TO PAY TV IS LIVE NEWS AND TV

14. 4. 2026 | 3 min read Parks Associates reports that 33% of subs said they liked the idea of having their content aggregated into one place.

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?

DELOITTE: 73% OF SUBS ARE `FRUSTRATED’ WITH SVOD PRICE HIKES

25. 3. 2026 | 6 min read 41% have ended a subscription in the last six months; 61% say they would cancel their favorite service if monthly prices increased by $5.

STUDY USA: STREAMERS STRUGGLE TO DIFFERENTIATE THEMSELVES WITH ORIGINAL PROGRAMMING

24. 3. 2026 | 4 min read YouTube is gaining ground with audiences as a `TV network’ rather than simply being a creator platform, according to Hub

BEYOND THE MYTHS: UNLEASHING THE POWER OF STREAMING TV IN THE RAPIDLY EVOLVING TV LANDSCAPE

20. 3. 2026 | 10 min read The advertising world is at an inflection point. Over the past few years, consumers have shifted to streaming media in record numbers, reshaping how they discover, engage with, and ultimately buy from brands.

BASIC CABLE MIGHT NOT BE AS DEAD AS IT SEEMS

4. 3. 2026 | 4 min read TV companies are increasingly using their broadcast networks as primary promotional platforms to push viewership on their co-owned streaming services.