Forbes recently covered Attest’s research on American media consumption, highlighting how live television viewership is on the decline, especially amongst Gen Z. As the streaming versus live television tension continues to grow and on-demand media reigns supreme, Attest’s annual report provides key insights into shifting consumption patterns. Attest has been a client of Wise Up’s since 2021, where our team supports the company’s media relations efforts around its steady drumbeat of owned research and executive profiling (see our case study here for more details).
Published on June 16, 2025, the article framed the research around the ongoing shift towards streaming, with audiences preferring on-demand content. This has caused major challenges for viewership around live events, with one of the only remaining exceptions being the Super Bowl. Attest’s research helped to paint a more nuanced picture of who is tuning into live events across age demographics, pointing to younger consumers being the least likely to feel enticed to tune in live.
The article sprinkles numerous data points from Attest’s Media Consumption Report throughout, tying the data to a culture that is increasingly “cord-cutting” and opting out of pricey cable packages altogether.
View The Media Coverage
Read the full article from Toni Fitzgerald, Senior Contributor for the Media section of Forbes, here.
About This Media Outlet And Media Coverage:
- Unique Monthly Visitors (UMVs): 94.8 million, as of the most recent data (more media outlet details from SimilarWeb)
- Media Type: Top-tier, global business publication
- Readership: Business decision-makers, entrepreneurs, investors
- PR campaign activity: Research / data campaign
Quoted: How Our Client’s Research Was Featured
As reported by Toni Fitzgerald, “A new study from Attest, a New York-based consumer research platform, finds that 28% of consumers say they don’t watch live TV (shows on television viewed on traditional broadcast or cable) on an average day. That number has dropped steadily over the past two years, going from 20% in 2023 to 24% last year and now to more than a quarter of respondents.”
“Perhaps not surprisingly, the decrease is especially notable among young people. Forty-one percent of those under 30 years old, also known as Generation Z, say they don’t typically watch live TV. That compares to 27% of adults 31-49 and just 20% of those over 50.”
“Among those Gen Zers who do watch live TV, they are most likely to watch only 30 minutes to an hour per day. By contrast, a quarter of the demo reports streaming TV for one to two hours a day, while another 25% say they stream three to four hours a day.”
Insights On How We Secured This Media Coverage
Our team at Wise Up PR are experts when it comes to executing on research campaigns. Whether your team is able to provide owned research, such as Attest, or is thinking about commissioning an ad hoc research report from an external party, the media is incredibly receptive to including credible data within their stories.
For this particular piece of research, our team worked hand-in-hand with the client to develop research questions we knew would resonate with the current media cycle. We also encouraged the client to continue to put out annual reports on the same topic to foster long-term relationships with media in this particular beat.
The most important takeaway here? Never put out research for research’s sake, but instead think about how it could be of most use to the media first. Without this forward-thinking, the research could easily fall on deaf ears.