On August 21, 2026, Magnite participated in multiple investor and technology conferences, simultaneously releasing new research on live streaming habits that emphasized how audiences increasingly engage with live sports, news, and cultural events across pre-, during, and post-event content. Previously, on August 20, 2026, Magnite published survey findings indicating that Americans accept an average of 8.7 minutes of commercial time per hour of live streaming content, with 69% of those streaming live on connected television watching alongside others. This followed the release of Magnite's new study, "Inside the Live Experience: Live Viewing Behavior and Ad Engagement in the US," earlier the same day, which revealed that live streaming now spans sports, news, entertainment, and cultural events, demonstrating strong co-viewing and cross-screen behavior that generates more advertiser touchpoints for U.S. audiences.
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