Vendor reportTinuiti, 2026

67% of ad spend on traditional streaming video platforms outside YouTube is on TV screens, while phones/tablets are 24% and computers just 9% in Q2 2026

Channel validation

Device Share of Traditional Streaming Video Ad Spending: Q2 2026: Share of Traditional Streaming Video Ad Spend by Device, Excluding YouTube (%)

Device Share of Traditional Streaming Video Ad Spending: Q2 2026: Share of Traditional Streaming Video Ad Spend by Device, Excluding YouTube (%)
Device	Share of ad spend (%)
Computer	9%
Phone and Tablet	24%
TV	67%

Reader Note:: The split moved over the year: TV screens were 64% a year earlier, phones and tablets fell two points to 24%, computers a point to 9%. This measure excludes YouTube, where TV screens run higher still at 75%. These are shares of spend, not of impressions or of viewing, so a device can hold a large share because its inventory is dear rather than because more people watch there.
Evidence:: Observed behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Anonymized performance data from Tinuiti-managed advertising programs representing over $4 billion in annual digital ad spend; sample restricted to programs that remained active and maintained a consistent strategy over the periods studied; mostly same-client growth.

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Comparing yourself against a similar segment, and choosing what to test next.

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Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This was measured in one market. It may not hold where you are.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source never says how this number was measured.

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Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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67% of ad spend on traditional streaming video platforms outside YouTube is on TV screens, while phones/tablets are 24% and computers just 9% in Q2 2026

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