Magnite Research Reveals Live Streaming Brings Audiences Together and Keeps Them Engaged Beyond the Main Event
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Rhea-AI Summary
Magnite (NASDAQ: MGNI) released a new study, “Inside the Live Experience: Live Viewing Behavior and Ad Engagement in the US”, showing that live streaming now spans sports, news, entertainment and cultural events, with strong co-viewing and cross-screen behavior that creates more advertiser touchpoints.
According to Magnite, nearly all surveyed U.S. respondents use CTV for live content and 69% often watch with others. Engagement extends to pre- and post-event coverage, and 59% say advertising across both live and surrounding content increases purchase likelihood. The study also finds streaming is viewed as equal or better than traditional TV on content variety and experience, with streaming services ranked as the most trusted live platform. The survey covered 800+ U.S. adults who watch live content via streaming services.
Details
News Market Reaction – MGNI
On Aug 20, the day this news came out, MGNI closed 2.10% below the previous close.
Data tracked by StockTitan Argus for the Aug 20 session.
Key Figures
- Co-viewing rate
- 69%
- Always or often watching live content with others
- Purchase likelihood
- 59%
- Advertising across live and shoulder content
- Content variety preference
- 61%
- Say streaming offers greater content variety than traditional TV
- Viewing experience preference
- 56%
- Prefer streaming’s overall viewing experience
- Ad recall
- 66%
- Remembered an ad from their last live viewing session
- Advertising openness
- 79%
- Open to the same or more advertising per hour in live content
- Second-screen usage
- 55%
- Always or often use a second screen while streaming on TV
- Survey sample
- over 800 Americans
- Online survey of adults aged 18+ who watch live streaming content
Historical Context
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Executive participation in multiple financial and technology-media conferences
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Revenue growth, guidance increases, and stronger profitability drove the announcement
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Business Insider selected SpringServe for FAST channel ad serving and monetization
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Company scheduled release of second-quarter financial results and outlook discussion
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Viasat Aviation partnership expanded programmatic advertising to in-flight screens
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Findings show U.S. audiences are increasingly co-viewing and engaging across screens and surrounding content, creating more touchpoints for advertisers
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
Streamers consider the live streaming experience equal to or better than traditional TV, with
“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:
66% of consumers remember an ad from their last live viewing session.79% are open to the same or more advertising per hour in live content compared with on-demand.57% think brands that advertise during a live stream are more premium, while51% see them as more trustworthy.55% always or often use a second screen while streaming content on a TV, with24% 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
FAQ
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