B
Evidence Grade B
Graded
under review
Safe to Cite
Current
70%
70% -- streaming audience unreachable by linear for Audiences reached via streaming (OTT/CTV) campaigns (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
70%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
20
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
75
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
TVSquared
Primary
Tier B
https://www.adweek.com/adweek-wire/converged-tv-study-reveals-need-for-new-currencies-holistic-cross… ↗
Source Article
Converged TV Study Reveals Need for New Currencies & Holistic Cross
Original Research
TVSquared
· Original study ↗
Methodology
Derived from ~30% linear/OTT-CTV audience overlap; based on 20 converged TV campaigns analyzed
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Audiences reached via streaming (OTT/CTV) campaigns: 70% streaming audience unreachable by linear. Source: TVSquared (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/streaming-audience-unreachable-by-linear
HTML Embed
<blockquote cite="https://lighthousedata.io/data/streaming-audience-unreachable-by-linear" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>70%</strong> -- streaming audience unreachable by linear for Audiences reached via streaming (OTT/CTV) campaigns<br><small>Source: TVSquared (2026) · <a href="https://lighthousedata.io/data/streaming-audience-unreachable-by-linear" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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