Magnite Research Reveals Live Streaming Brings Audiences Together and Keeps Them Engaged Beyond the Main Event

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.