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Consumer Trends in 2026: How Consumers Are Redefining TV

www.tvscientific.com

For marketers, this reinforces the need to think in systems rather than channels. Performance is the result of coordinated exposure across the entire media mix. The most important takeaway is not about perception but behavior. A majority of consumers surveyed for the Consumer Trends Report take direct action after seeing a TV ad, including searching for the brand, visiting its website, and researching products. The only question is whether marketers are treating it that way. One of the clearest signals in the report is that the traditional concept of “lean-back TV viewing” no longer reflects reality. Consumers are watching TV while simultaneously engaging in other behaviors: searching for products, shopping online (69%), and scrolling social media (78%). Historically, marketers could rely on a relatively clean division of roles: search captured intent, social drove discovery, and TV built awareness. But as product discovery is distributed across social, search, and TV in nearly equal proportions, that model has broken down. 2026 Consumer Trends Report, which draws on responses from more than 600 consumers across four generations, TV is no longer a passive, top-of-funnel medium.

Addressable Tv Advertising Market Planning for the Future: Key ...

www.datainsightsreports.com

Global Product, Quality & Strategy Executive- Principal Innovator at Donaldson · As requested- presale engagement was good, your perseverance, support and prompt responses were noted. Your follow up with vm’s were much appreciated. Happy with the final report and post sales by your team. ... The Addressable TV Advertising Market is experiencing robust growth, projected to reach an estimated $4.78 billion by 2026, expanding at a significant Compound Annual Growth Rate (CAGR) of 13.7% from 2020-2034. Because our advisors know this too well, they consider every possible impact on the market in that region, be it political, economic, social, legislative, or any other mix. We go through the latest trends in the product category market about the exact industry that has been booming in that region. Addressable Tv Advertising Market by Component (Software, Services, Hardware), by Platform (Cable TV, Satellite TV, Internet Protocol TV, Over-the-Top [OTT]), by Application (Linear TV, On-Demand TV, Connected TV), by End-User (Retail, Automotive, FMCG, Healthcare, BFSI, Media & Entertainment, Others), by Deployment Mode (On-Premises, Cloud), by North America (United States, Canada, Mexico), by South America (Brazil, Argentina, Rest of South America), by Europe (United Kingdom, Germany, France, Italy, Spain, Russia, Benelux, Nordics, Rest of Europe), by Middle East & Africa (Turkey, Israel, GCC, North Africa, South Africa, Rest of Middle East & Africa), by Asia Pacific (China, India, Japan, South Korea, ASEAN, Oceania, Rest of Asia Pacific) Forecast 2026-2034 Figure 2: North America Addressable Tv Advertising Market Revenue (billion), by Component 2026 & 2034

Predictions 2026: A New Era for TV? - ExchangeWire.com

www.exchangewire.com

CTV advertising was among the ad tech trends in 2025, and it will keep gaining momentum in 2026 and beyond. CTV ad spending is expected to rise from approximately USD$33bn (£24.9bn) in 2025 to almost USD$52bn (£39.2bn) in 2029. Why? Viewers are migrating from traditional linear TV to streaming platforms; however, this isn’t the only reason. CTV enables the combination of effective storytelling and digital precision. Marketers can deliver high-quality content to relevant audiences, measure performance, and optimise strategies accordingly. In 2026, I think we’ll see this go a step further: Moving from incremental reach to incremental impact, as advertisers leverage ACR and attention data to prove real outcomes. In the UK especially, collaboration amongst broadcasters, OEMs and tech platforms will be key to bringing fragmented ecosystems into a cohesive, data-driven and creative-first TV marketplace. Besides, CTV advertising is generally less expensive than linear marketing. CTV isn’t just another screen – it’s an integration of technology, data, and creativity. Linear TV advertising still exists, but there is no bright future for it. It belongs to CTV. ... With ad-supported TV viewing on CTV and streaming already exceeding 40% in 2025, 2026 is likely to be yet another year of accelerating expansion in this market sector, attracting ~20% of the global video ad spend. Of course, the stronger presence of agentic AI will also drive further CTV ad market expansion, especially in the programmatic space, enhancing targeting precision, creative automation, and cross-device attribution, among other things. And, more importantly, the rollout of new, CTV-centred standardisation initiatives by industry bodies such as IAB Tech Lab will help overcome some of the existing fragmentation challenges in the niche in 2026.

Televisions: 2025 Year-In-Review - OpenBrand

openbrand.com

Against a more promotion-aware backdrop, the year’s launch cadence, seasonal sales dynamics, and advertising patterns collectively show how TV manufacturers and retailers balanced demand generation with margin discipline, setting up the competitive priorities that will carry into 2026. 2025 marked a year of broad but disciplined evolution in the US TV market, with leading brands balancing platform-level innovation, portfolio expansion, and increasingly granular tiering strategies amid the backdrop of uncertainty from tariffs and other macro-level factors. Samsung advanced this approach further by unveiling Micro RGB technology for ultra-premium TVs, using sub-100-micrometer RGB LEDs behind a 115” display to achieve per-color backlight control, 100% BT.2020 coverage, and AI-driven picture optimization, with U.S. availability planned following an initial South Korea launch. LG joined the Micro RGB category late in the year by announcing its Micro RGB evo flagship LCD TV ahead of CES 2026, confirming commercial intent for 75”–100” sizes and signaling that Micro RGB is emerging as a new flagship tier beyond Mini LED. The report features data and insights from OpenBrand’s Television category, which feature products sold through the US ecommerce and brick-and-mortar channels. Read through all the 2025 pricing and promotions insights below or email the report to read later. You can also check out our 2025 Year-in-Review reports for other Consumer Electronics categories. ... For the US TV market, 2025 was a year of deliberate positioning, defined less by a single breakthrough and more by the steady layering of capability across hardware, software, and market execution. Successful 2026 strategies will be around pairing picture-performance advances with a clearly differentiated software promise, and systematic promotional timing. Visit our Consumer Electronics industry page to learn more about the data we deliver for the Television market – or reach out to our analyst below to ask questions about this report or get specific insights you need.

Connected TV Statistics 2026: Trends & Ad Spend — AI Digital

www.aidigital.com

The connected TV market is evolving fast, driven by changes in how people watch, how platforms monetize, and how advertisers buy. These trends are redefining viewing habits and reshaping the balance between streaming and traditional TV. For marketers, connected TV statistics offer more than trivia—they reveal how audiences are shifting, which platforms dominate, and where ad dollars generate the highest return. From 234 million U.S. Advertisers increasingly seek to connect CTV with other screens to manage reach and frequency holistically. Technologies like device graphs and unified IDs link viewing across TVs, smartphones, and desktops, allowing for more precise attribution. Yet adoption is uneven — only 32% of global marketers currently measure TV and digital together. Pic. Share of marketers planning to increase OTT/CTV spend, 2025 (Source).

CTV Advertising Trends 2026: Marketers Need to Know — AI Digital

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The biggest CTV advertising trends for 2026 sit at the crossroads of three forces: shifting connected TV viewership, the rise of data-driven buying, and pressure to prove performance. The sections below break down how those forces show up in practice—from planning and retail media to creative, clean rooms, and measurement—so you can decide where to focus your next round of testing and investment. ... Marketers are finally treating “TV” as one converged channel that includes linear, CTV, and other digital video, instead of three separate silos. CTV integrated into MMM and attribution: As CTV’s share of spend grows, it is being pulled into media mix models and multi-touch attribution frameworks, rather than sitting in a separate “TV” bucket. ⚡CTV measurement will stay imperfect for a while, but that shouldn’t stop you from acting. Brands that pick a sensible framework and keep learning from each flight will move faster than those waiting for a final standard. ... Taken together, these CTV advertising trends reshape how marketers plan, buy, and optimize video in 2026. Interactive and personalized experiences: As platforms expand interactive formats (QR codes, overlays, shoppable units), AI helps map the right variant to the right household: which product to show, which promotion to feature, which landing page to route to. ... ⚡ AI won’t write your brand strategy, but it can give your CTV creative the scale your media plan already has. ... 💡 To connect this trend back to your broader marketing stack, you can read AI Digital’s piece on AI in digital marketing. 💡 And because DCO is only getting more important for connected TV trends, see the AI Digital article Dynamic Creative Optimization (DCO): How It Works & How to Drive Real Performance, where this topic is unpacked in detail. Stitch Fix: Uses genAI to help stylists interpret customer feedback and provide product recommendations, effectively personalizing shopping experiences. Instacart: Uses genAI to offer customers personalized recipes, mealplanning ideas, and shopping lists based on individual preferences and habits. ... No items found. Oops! Something went wrong while submitting the form. How should advertisers rebalance budgets between linear TV and CTV in 2026?