Streaming hits 60% of TV viewing in Q2, Inscape finds

The Measure’s Eleanor Semeraro reports that Inscape’s Q2 2026 data shows streaming reached 60% of TV viewing time, with viewers averaging 12.8 hours weekly, up 0.8 hours year-over-year, while streaming-only smart TVs now outnumber cable-only sets nearly six to one.

Why it matters. Advertisers planning linear-heavy buys must account for the shrinking pool of cable-only households, now just 6.8% of smart TVs.

Signal from The Measure · Eleanor Semeraro · read the original.

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