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Source & Notes

Data Table

Source: EMARKETER Forecast, December 2025 - January 2026

Note: ages 18+; excludes digital

Additional Note: Adult TV viewers are individuals who watch live or recorded video on a television set at least once per month; includes DVR and other prerecorded video such as video downloaded from the internet but saved locally.

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.

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