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.