The 2026 media landscape: The impact of industry shifts on consumer viewership trends

How are people watching TV in 2026?

Streaming platforms continue to dominate the entertainment landscape, capturing audiences with abundant content across genres and interests, but traditional cable and satellite television remains a strong contender.

As media habits evolve, your brand needs to be ​ready to meet them on any screen at ​any time. To tune further into how consumers are engaging with media, Epsilon Pulse asked people about their viewing and spending habits.

In the report, we explore:

• The impact of advertising while watching and factors that influence purchase behavior​
• Consumers’ preferred channels and platforms, including their perception of cable/satellite TV​
• What drives subscription choices and how much consumers are spending on cable/satellite TV and streaming​
• The state of double-screening today, including top social channels used and top activities people do while double-screening​

3 findings from the research

1. Nearly all consumers watch ads, and 22% end up researching the product or service featured.

​While a smaller percentage of viewers actually made purchases after they saw an ad, 20% looked up reviews to learn more. Half of those who made a purchase said the product was something they liked, and nearly 40% said the product was something they needed. ​

All in all, it’s clear that advertisements are still driving brand and product discovery and that consumers still find value in the format. Younger viewers are more likely to find ads engaging or fun, while older viewers are more likely to find them annoying or intrusive.

To get the most out of the channel, brands should create ads that focus on product education and how their products help consumers.

2. It’s not just about cable vs. streaming: Content type determines where you watch.​

Everyone always wants to know whether cable or streaming is better, but consumers are torn—it really depends on what they’re watching, and a large percentage feel like cable and streaming offerings are equally good.

When we ask about content quality specifically, streaming services get ranked slightly higher than cable (66% vs. 57%).​

3. Price is the most important factor in subscription choice, but content variety and convenience still move the needle.​

While breadth and depth of content is important, people are most likely to cancel a streaming subscription when the price increases. They also like to be able to cancel or pause their subscriptions whenever they want. Most people use an ad-supported plan to cut costs, but 37% are willing to pay more for ad-free experiences, especially younger generations. ​

Consumers ultimately want to access as much content as possible while being able to keep track of their subscriptions and trying to cut costs.

After all, it’s easier to sign up for a provider to access a specific show and cancel it, rather than continue to pay for the service over time. ​

Ready to get the full picture? Download the report to learn more.