Magnite study finds 66% recall ads from last live-stream viewing session

• Magnite published a US study on live-streaming viewing behavior, highlighting expanding live demand beyond sports into news, entertainment, cultural events.
• CTV dominates live streaming, with nearly all respondents using it; 69% always or often co-view live content.
• “Shoulder” programming extends reach: 46% regularly watch pre-event coverage; 48% regularly watch post-event coverage.
• Ad impact appears elevated: 66% recall the last live-stream ad; 59% report higher purchase likelihood from ads across live and shoulder content.
• Audience tolerance for ads looks resilient: 79% are open to the same or more ads per hour versus on-demand streaming.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Magnite Inc. published the original content used to generate this news brief via GlobeNewswire (Ref. ID: 202608200800PRIMZONEFULLFEED9812801) on August 20, 2026, and is solely responsible for the information contained therein.