Streaming Viewers Bookmark Local Businesses After CTV Ads

An Adwave survey of 500 US consumers finds many viewers save or search for brands on their phones while watching connected TV.

Updated on Nov. 6, 2026 in Advertising

Streaming Viewers Bookmark Local Businesses After CTV Ads

Live Poll

After a TV ad, do you search online for businesses you've never heard of?

A survey commissioned by Adwave of 500 US consumers found that 71.5 per cent have opened a browser tab or saved something on their phone while watching connected TV to revisit later. Respondents were more likely to search for a smaller or local business (39.5 per cent) than a well-known national brand (30.75 per cent) after seeing a CTV ad.

Why it matters

The findings suggest that second-screen behavior during streaming TV can shift consumer attention toward smaller advertisers, which may matter for brands seeking to convert CTV exposure into online searches. The most-cited reason for searching was being unfamiliar with the brand and wanting to learn more.

Of 500 surveyed US consumers, 71.5 per cent saved or bookmarked something on their phone while watching CTV, and 52 per cent of Gen Z respondents bookmarked a local business or restaurant. Survey results do not show how many of those saved items resulted in purchases.

The players

Adwave

Adwave is an advertising company that commissioned the survey of US streaming TV viewers.

The details

Adwave surveyed 500 US consumers split evenly across four generations about their streaming TV viewing habits. Some 80 per cent said they use a phone, tablet, or laptop while watching streaming TV at least sometimes, and nearly two-thirds of Gen Z and Millennial viewers use a second screen always or most of the time.

November 6, 2026: Survey findings on mobile bookmarking were published.

Market Landscape

The findings point to a shift in how connected TV advertising may reach audiences, with second-screen behavior allowing smaller advertisers to compete for attention that might otherwise go to national brands. The survey is a single commissioned study, so its implications for the wider CTV advertising market remain to be tested.

For shoppers, the survey suggests that a streaming ad may prompt a later search on a phone, so local businesses and lesser-known brands seen on TV could be found through that follow-up. Households watching connected TV with a second device may encounter these saved-and-searched patterns in their own viewing.

The takeaway

For advertisers, the survey indicates that CTV exposure may drive deferred mobile search, making clear brand introductions and local relevance useful for capturing that follow-up attention. Marketers may want to measure search and bookmark activity alongside viewing.