NEW YORK, Aug. 20, 2026 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, today released
Inside the Live Experience: Live Viewing Behavior and Ad Engagement in the US
, a new study exploring how Americans engage with live streaming and the advertising within it. The research finds that live streaming has expanded beyond sports into news, entertainment and cultural events, while co-viewing and engagement with content surrounding live programming are extending the ways advertisers can reach and influence viewers.
According to the research, CTV further amplifies the live opportunity, with nearly all respondents stating they use CTV to stream live content, and 69% are always or often watching that content with others. Engagement also extends beyond the live broadcast as 46% regularly watch pre-event coverage and 48% regularly watch post-event coverage, while 59% say advertising across both live and shoulder content increases their likelihood to purchase from a brand.
Streamers consider the live streaming experience equal to or better than traditional TV, with 61% saying streaming offers greater content variety and 56% preferring its overall viewing experience. Streaming services also ranked as the most trusted platform for delivering a high-quality live experience, ahead of traditional TV and video-sharing platforms.
“What this research illustrates is that the opportunity around live streaming doesn’t begin and end with the main event,” said Mike Dupree, SVP, Demand at Magnite. “The content surrounding live programming is an increasingly important part of the viewing experience and extends engagement beyond the broadcast itself. As audiences also tune into more types of live content and view advertising in these environments as relevant and trustworthy, there’s significant potential for brands to build reach and impact across the full live window.”
Additional key findings from the study include:
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66% of consumers remember an ad from their last live viewing session.
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79% are open to the same or more advertising per hour in live content compared with on-demand.
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57% think brands that advertise during a live stream are more premium, while 51% see them as more trustworthy.
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55% always or often use a second screen while streaming content on a TV, with 24% using that second screen to shop online.
Methodology
Magnite engaged Bounce Insights to execute an online survey of over 800 Americans aged 18+ who watch live content via streaming services, exploring their live viewing behaviors and advertising perceptions.
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
Media Contact:
Megan Hughes
mhughes@magnite.com
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Magnite Study Finds Live Streaming Expands Engagement and Advertising Opportunities Across CTV and Shoulder Content
Magnite's study reveals insights on live streaming engagement and ad effectiveness among U.S. viewers across various content types.
Quiver AI Summary
Magnite, the largest independent sell-side advertising company, has released a new study titled "Inside the Live Experience: Live Viewing Behavior and Ad Engagement in the US," which reveals insights into how Americans interact with live streaming and related advertising. The research indicates that live streaming has diversified beyond sports to include news and entertainment, with co-viewing experiences enhancing viewer engagement. Nearly all participants use connected TV (CTV) for live content, with a significant percentage watching it with others and engaging with surrounding coverage. Advertising during these events is perceived as relevant and trustworthy, with many viewers open to more ads than what is typically seen in on-demand content. The study highlights the importance of advertising across both live and pre/post-event content, suggesting brands can significantly increase their reach and influence through these channels.
Potential Positives
Potential Negatives
FAQ
What is the focus of Magnite's new study on live streaming?
The study explores American engagement with live streaming and the effectiveness of advertising within that content.
How does live streaming compare to traditional TV, according to the study?
61% of streamers believe live streaming offers greater content variety and a better overall viewing experience than traditional TV.
What percentage of viewers remember ads from live streaming sessions?
66% of consumers recall an ad from their last live viewing session, indicating strong ad retention in this format.
Are viewers receptive to advertising during live streaming?
79% of respondents are open to the same or increased advertising per hour during live content compared to on-demand viewing.
What platforms do consumers trust for live streaming experiences?
Streaming services are rated the most trusted platforms for live experiences, surpassing traditional TV and video-sharing platforms.
Disclaimer: This is an AI-generated summary of a press release distributed by GlobeNewswire. The model used to summarize this release may make mistakes. See the full release here.
$MGNI Insider Trading Activity
$MGNI insiders have traded $MGNI stock on the open market 30 times in the past 6 months. Of those trades, 0 have been purchases and 30 have been sales.
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$MGNI Revenue
$MGNI had revenues of $192.8M in Q2 2026. This is an increase of 11.24% from the same period in the prior year.
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$MGNI Hedge Fund Activity
We have seen 175 institutional investors add shares of $MGNI stock to their portfolio, and 162 decrease their positions in their most recent quarter.
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$MGNI Analyst Ratings
Wall Street analysts have issued reports on $MGNI in the last several months. We have seen 1 firms issue buy ratings on the stock, and 0 firms issue sell ratings.
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$MGNI Price Targets
Multiple analysts have issued price targets for $MGNI recently. We have seen 8 analysts offer price targets for $MGNI in the last 6 months, with a median target of $20.5.
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Full Release
NEW YORK, Aug. 20, 2026 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, today released Inside the Live Experience: Live Viewing Behavior and Ad Engagement in the US , a new study exploring how Americans engage with live streaming and the advertising within it. The research finds that live streaming has expanded beyond sports into news, entertainment and cultural events, while co-viewing and engagement with content surrounding live programming are extending the ways advertisers can reach and influence viewers.
According to the research, CTV further amplifies the live opportunity, with nearly all respondents stating they use CTV to stream live content, and 69% are always or often watching that content with others. Engagement also extends beyond the live broadcast as 46% regularly watch pre-event coverage and 48% regularly watch post-event coverage, while 59% say advertising across both live and shoulder content increases their likelihood to purchase from a brand.
Streamers consider the live streaming experience equal to or better than traditional TV, with 61% saying streaming offers greater content variety and 56% preferring its overall viewing experience. Streaming services also ranked as the most trusted platform for delivering a high-quality live experience, ahead of traditional TV and video-sharing platforms.
“What this research illustrates is that the opportunity around live streaming doesn’t begin and end with the main event,” said Mike Dupree, SVP, Demand at Magnite. “The content surrounding live programming is an increasingly important part of the viewing experience and extends engagement beyond the broadcast itself. As audiences also tune into more types of live content and view advertising in these environments as relevant and trustworthy, there’s significant potential for brands to build reach and impact across the full live window.”
Additional key findings from the study include:
Methodology
Magnite engaged Bounce Insights to execute an online survey of over 800 Americans aged 18+ who watch live content via streaming services, exploring their live viewing behaviors and advertising perceptions.
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
Media Contact:
Megan Hughes
mhughes@magnite.com
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