Consumer
Trends report

The way consumers experience TV has fundamentally changed.¹

They watch everywhere – on the couch, on their phones, on the go – while scrolling, shopping, and searching. TV is no longer a single device or a single moment. It’s a constant presence, woven into the way people discover brands, evaluate products or services, and buy.

At the same time, digital feeds have become crowded and chaotic. Attention is fragmented. Trust is harder to earn. And in the middle of that noise, consumers are turning to TV in ways that are more dynamic, more interactive, and more influential than ever before.

tvScientific’s first-ever 2026 Consumer Trends Report² draws from 600+ consumers across four generations — Gen Z (18–27), Millennials (28–43), Gen X (44–59), and Baby Boomers (60–78) — to understand how they experience TV, discover new products, and make purchase decisions.

What emerges is not a story about TV alone, but about consumer behavior across screens: how streaming has become the default gateway to TV, how multi‑screen habits turn exposure into instant action, how trust is built across channels, and how interactive formats are reshaping expectations.

These insights reveal the real reason Performance TV is the #1 channel for media spend³: because consumers are already using TV as a full‑funnel, action‑driving channel.