Streaming TV Ads Outperform Linear Conversions in Q3 2026

New industry research reveals that streaming platforms achieved higher conversion rates than traditional television networks.

Updated on Oct. 27, 2026 in Television

Isometric editorial illustration showing fiber-optic cables on one side and parabolic radio arcs on the other, representing streaming and linear TV. — Streaming television advertisements averaged a 3.49% conversion rate in Q3 2026, significantly outpacing the 0.69% rate observed across traditional linear broadcast television. AI Illustration. Upload story photo >

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Streaming TV advertisements achieved an average conversion rate of 3.49% during the third quarter of 2026. This significantly outperformed the 0.69% conversion rate seen on linear TV across the same 30-brand sample.

Why it matters

The shift in performance highlights a growing disparity in effectiveness between digital streaming environments and traditional broadcast advertising. Despite higher conversion metrics on streaming, linear TV still maintained a dominant share of total ad impressions during the period.

Streaming TV accounted for 22% of total ad impressions during Q3 2026, while linear TV retained 78% of the volume. Major advertisers like Vinted invested $164.4 million in streaming, whereas Progressive directed $125.5 million toward linear channels.

The players

Progressive

This major insurance company significantly balanced its advertising spend across both linear and streaming television platforms during the quarter.

Vinted

An online marketplace originating in Lithuania that directed $164.4 million into streaming advertising efforts during the research period.

Foundayo

A company advertising weight loss drugs that shifted $72.3 million into streaming ads compared to $32.5 million for linear TV.

Liberty Mutual

An insurance corporation that allocated $83.1 million to linear television and $128.7 million to streaming platforms.

Allstate

An insurance firm that recorded $70.0 million in linear TV ad spend and $56.4 million in streaming ad spend during the third quarter.

The details

Researchers analyzed data from 187 national linear TV channels and the top 50 streaming apps to determine how users completed desired actions. Advertising spend remained nearly split, with linear TV capturing 52% of budgets compared to 49% for streaming platforms.

Q2 2026 marked the period for tracking Foundayo advertising spend increases.
Q3 2026 served as the primary research period for conversion rates and ad spend data.

Industry Dynamics

This performance data underscores the accelerating migration of marketing capital toward streaming services as brands pursue more measurable audience engagement. The shift mirrors broader industry efforts to move beyond the traditional broadcast model that has long dominated total impression volume.

Consumers are likely to see an increase in targeted ads on streaming apps as brands chase the higher conversion rates found on these platforms. This shift may also influence the availability and cost of ad-supported subscription tiers across various streaming services.

The takeaway

Advertisers are increasingly prioritizing streaming platforms because digital environments offer significantly more actionable consumer engagement than traditional networks. Readers should expect brands to continue reallocating budgets toward streaming until linear television can demonstrate improved conversion performance.