{"id":996912,"date":"2026-08-20T08:05:57","date_gmt":"2026-08-20T12:05:57","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/magnite-research-reveals-live-streaming-brings-audiences-together-and-keeps-them-engaged-beyond-the-main-event\/"},"modified":"2026-08-20T08:05:57","modified_gmt":"2026-08-20T12:05:57","slug":"magnite-research-reveals-live-streaming-brings-audiences-together-and-keeps-them-engaged-beyond-the-main-event","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/magnite-research-reveals-live-streaming-brings-audiences-together-and-keeps-them-engaged-beyond-the-main-event\/","title":{"rendered":"Magnite Research Reveals Live Streaming Brings Audiences Together and Keeps Them Engaged Beyond the Main Event"},"content":{"rendered":"

\nFindings show U.S. audiences are increasingly co-viewing and engaging across screens and surrounding content, creating more touchpoints for advertisers
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NEW YORK, Aug. 20, 2026 (GLOBE NEWSWIRE) — Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, today released\u00a0Inside the Live Experience: Live Viewing Behavior and Ad Engagement in the US<\/u><\/em><\/a>, 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.<\/p>\n

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.<\/p>\n

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.<\/p>\n

\u201cWhat this research illustrates is that the opportunity around live streaming doesn\u2019t begin and end with the main event,\u201d said Mike Dupree, SVP, Demand at Magnite. \u201cThe 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\u2019s significant potential for brands to build reach and impact across the full live window.\u201d<\/p>\n

Additional key findings from the study include:<\/p>\n