Inside The Live Experience

How Audiences Watch and What It Means for Advertisers

Live streaming has evolved into a broad environment encompassing sports, news, entertainment, cultural moments, and major live events. As audiences increasingly turn to streaming services for real-time content, advertisers have new opportunities to reach engaged viewers across a wider range of experiences.

Magnite’s latest global research explores audience engagement with live streaming across 6 markets, how it compares with traditional TV and on-demand viewing, advertising perceptions across these environments – and what it all means for advertisers.

The study also examines the role of CTV, mobile, co-viewing, second-screen behavior, and emerging ad formats in shaping the future of live advertising.

Areas of Focus

Examination of live streaming’s different genres and its evolution beyond sports
Popularity and perceptions of pre- and post-event coverage (shoulder content)
The role of CTV, mobile and co-viewing within the live landscape
Consumer perceptions of advertising in live environments
Opportunities for emerging ad formats, multi-channel campaigns, and generative AI

Download our market-specific reports to unlock new insights into the live streaming opportunity.