As streaming continues to reshape viewing habits around the world, understanding regional shifts is critical to staying ahead. In 2026, the study expands for the first time to include data from the United States and Mexico - offering a uniquely comprehensive look at how North American audiences are transforming the video landscape.

Presented for a global audience, this session uncovers how viewers across Canada, the U.S., and Mexico are accelerating the shift from linear to digital, embracing ad-supported models, and redefining how and where they engage with content. From platform loyalty to content discovery and CTV adoption, learn how these trends are shaping advertiser strategies - not just regionally, but with implications for global campaigns.

Whether you're focused on local impact or international scale, this session delivers data-backed insights into the evolving role of streaming in the future of TV advertising.