CHICAGO – April 27, 2026 – New research from Circana LLC reveals that television has entered its next act as a commerceenabled growth channel. With 75% of U.S. households now subscribing to adsupported streaming services, TV has reached unprecedented, transactionready scale —transforming how brands integrate discovery, storytelling, and purchasing into a single experience.

According to Circana’s new study, The Future of TV: Where Immersion Meets Commerce, this evolution is also delivering measurable performance. Connected TV now drives +15% higher return on ad spend (ROAS) than linear TV and +21% higher than shortform video, signaling TV’s movement from a reach vehicle into a fullfunnel, resultsdriven platform.

The momentum is only accelerating as audiences reshape the marketplace. By 2030, Gen Z and millennials are projected to drive 60% of U.S. retail sales growth, fasttracking demand for immersive, purchaseenabled TV experiences that meet consumers wherever — and however — they watch.

Against this backdrop, the acceleration of retail media networks is enabling cohesion and connection between television and ecommerce, streamlining relevant discovery and basket building across screens. Targeted, purchasebased advertising is now a critical component of reaching audiences effectively across connected devices. Cara Pratt, president of Global Retail and Media at Circana, emphasizes the importance of collaboration and strategic partnerships in this new era. “The consumer journey crosses multiple platforms, retailers, and environments,” said Pratt. “Progress depends on shared signals, shared measurement, and shared understanding.”

The study also reveals critical shifts in content consumption, particularly among younger demographics who seamlessly toggle between screens to consume live events. John Buffone, vice president and industry advisor for Media Entertainment at Circana, highlights the evolution of programming distribution. "The key viewership areas to pay attention to in 2026 and beyond will be sports, news, and programming ingest," said Buffone. He added that carriage deals allowing subscription video on demand programming to be ingested within core channel guides will appeal to viewers seeking a unified billing and user interface experience.

This immersive ecosystem is heavily supported by consumer investments in television hardware. Even amid economic shifts, audiences are seeking value-driven upgrades that enhance their at-home viewing and shopping capabilities. Paul Gagnon, vice president and industry advisor for Consumer Technology at Circana, notes this enduring trend. “At the end of the day, upgrading your TV delivers real, tangible value for consumers who are spending more time watching at home,” Gagnon said. “Two trips to the movie theater for a family of four will likely cost an upwards of $200. By comparison, the average price of a 55‑inch LCD TV in 2026 is $232, putting a long‑term at‑home entertainment upgrade within reach for the cost of a couple nights out.”

Navigating the future of television requires more than shifting spend — it demands intelligence that connects audiences, activation, and outcomes. By harnessing Circana’s cross‑industry behavioral signals, marketers can power sharper audience strategies, optimize campaigns in flight, and measure performance outcomes at scale. Download the Future of TV report to unlock the insights that turn real‑time behavior into real‑world impact ahead of the upcoming Upfront and NewFront seasons and perform long after the buy is made.

About Circana

Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data^® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. Learn more at circana.com.

Public Relations Contact

Marissa Guyduy

Senior Manager, Public Relations

Circana