If you were about to shift another chunk of budget into short-form video because “the kids are on their phones,” TVB would like a word. Its 2026 Media Comparisons Study
found that TV viewed on a television screen delivers the highest reach and time spent across every age group measured.
Most viewers are still reached through good old-fashioned broadcast TV. Linear viewing happens mostly on TV sets, though adults also rack up 38 minutes a day watching broadcast content on computers smartphones and tablets.