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# Nielsen’s 2026 report: fragmented viewing is now the baseline, not the exception
- URL: https://www.medianexis.com/nielsens-2026-report-fragmented-viewing-is-now-the-baseline-not-the-exception/
- Published: 2026-11-02T15:23:40.000Z
- Updated: 2026-11-02T15:23:40.000Z
- Description: MediaPost’s Rob Williams reports that Nielsen’s 2026 Annual Marketing Report finds consumers scattered across smartphones, influencers, sports highlights and stacked subscriptions rather than gathered around any single screen.
- Author: The Signals Desk
- Tags: Measurement, Rob Williams, Digiday: YouTube, Tubi top streaming ad exposure

**Why it matters.** Advertisers must plan around cross-platform measurement rather than any single dominant screen, since Nielsen’s data shows attention now split across devices and formats.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Rob Williams*](https://www.medianexis.com/tag/by-rob-williams/) *·* [*read the original*](https://www.mediapost.com/publications/article/419054/consumers-are-watching-everything-everywhere-while.html?edition=144294&ref=medianexis.com)*.*