Magnite Study Highlights Live Streaming's Expanded Role in Audience Engagement and Ad Trust
Event summary
- Magnite released a study on August 20, 2026, showing 69% of respondents co-view live streaming content on CTV.
- 46% regularly watch pre-event coverage and 48% watch post-event coverage, extending engagement beyond live broadcasts.
- 66% of consumers remember an ad from their last live viewing session, with 57% associating live-streamed brands as more premium.
- 79% are open to the same or more advertising per hour in live content compared with on-demand.
- Magnite surveyed over 800 Americans aged 18+ who watch live content via streaming services.
The big picture
Magnite's research underscores the growing importance of live streaming beyond sports, with CTV emerging as a dominant platform for co-viewing and extended engagement. The study suggests a strategic shift for advertisers, as live streaming is increasingly seen as a premium, trustworthy environment. This trend aligns with broader industry movements toward fragmented, on-demand viewing experiences, where live content remains a key differentiator.
What we're watching
- Advertising Impact
- How Magnite's findings will influence brand spending on live-streamed content versus traditional TV.
- Content Expansion
- Whether the shift toward pre- and post-event coverage will drive new monetization strategies for publishers.
- Trust Dynamics
- The pace at which streaming platforms can sustain higher ad trust compared to traditional TV.