The Streaming Illusion: Why Incremental Reach Is a Myth

Name: The Streaming Illusion: Why Incremental Reach Is a Myth
Uploaded: 2026-08-10T16:05:28Z
Duration: 1 min 7 s
Description: Marketers often assume adding streaming to a linear media plan guarantees net-new audience reach—but consumer behavior proves otherwise. Emily Paschal Williams from MRI-Simmons reveals why 75% of cable subscribers are actually "stackers" who also stream, and why true incremental reach is far harder to achieve than advertisers think.

August 10, 20261:07

Marketers often assume adding streaming to a linear media plan guarantees net-new audience reach—but consumer behavior proves otherwise. Emily Paschal Williams from MRI-Simmons reveals why 75% of cable subscribers are actually "stackers" who also stream, and why true incremental reach is far harder to achieve than advertisers think.