Nielsen Trends & Statistics
YouTube tops the list when Gen Z presses play on audio
63% of US Gen Z digital audio listeners use YouTube or YouTube Music, making it the top platform for both Gen Z and the total population (53%), according to a March 2026 survey from The Harris Poll and EMARKETER.
The CTV Opportunity
CTV is becoming the center of video advertising, but bigger budgets bring demands for measurement, pricing, and performance. Here’s where the market is headed and how advertisers can deliver results.
Industry KPIs: Entertainment app sessions reach high as music, audio engagement falls
Entertainment apps hold attention: App sessions hit a period high while music apps lost engagement, reflecting consumers' preference for active media.
TVB questions accuracy of Nielsen’s ad-supported viewing figures
Nielsen's math gets challenged: TVB questions Nielsen’s ad-supported TV figures, saying flawed inputs overstate streaming and undercount linear viewing.
World Cup viewership surges while advertisers chase mass reach
World Cup fuels ad demand: Record Fox audiences reaffirm live sports’ value, but priced-out brands can find cheaper ways to join the action.
Peacock is the only streamer adding time in US living rooms
Peacock TV was the only major streaming service to grow its average daily household viewing time, climbing from 2.0 to 3.0 hours between December 2025 and February 2026 to tie Netflix and Hulu, according to a February survey from Comscore.
Gen Z is glued to Spotify far more than YouTube
Gen Z adults spend 48 hours a month on Spotify's mobile app, 2.9 times the 16.8 hours they spend on YouTube's, according to a February survey from Comscore.
US Sports Time Spent 2026
Sports audiences are fragmenting across platforms and channels, but live games still command attention and deliver engaged audiences. Streaming is growing, but traditional TV remains an important part of the ecosystem.
NBCUniversal’s Mark Marshall on the measurement gaps distorting TV’s value
What Possible 2026 said about the state of marketing
FAQ on FAST: How free streaming TV is reshaping the ad market in 2026
Formula One’s growing impact in the US opens up new roads for marketers
NBCUniversal calls out Nielsen for underreporting traditional TV audiences
NBCU accused the ratings firm of undercounting TV after a delayed update favored streaming and rattled marketers.
Ad Measurement Trends H1 2026
Currency debates are fading as advertisers shift to outcome-based measurement. As performance takes priority, marketers are focusing more on lower-funnel outcomes, while measurement vendors double down on specialized offerings.
US Ad-Supported vs. Ad-Free Streaming Video Viewers 2026
As prices climb and ad tiers spread, most viewers will see commercials regardless of their plan. Streamers and marketers are asking how to turn growing ad loads into sustainable revenues without alienating viewers.
As K-Beauty comes to H Mart, retailers should embrace big beauty trends
Ad-supported TV demands an integrated approach this Upfront season
Digital TV dominates ad tiers, yet linear still delivers sports scale and stronger brand lift.
Nielsen Big Data + Panel dealt a blow by MRC right before Upfronts
Though Big Data + Panel is still accredited, the MRC raised concerns about “unusual results.”
Sports streaming surges 52% as rights fragment and ad budgets shift
Streaming sports programs soared 52% YoY in Q1 2026, forcing brands to chase growth beyond linear with balanced media planning.
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