Culture is always changing, evolving, and morphing, as our communities have new experiences and are exposed to new ideas and new ‘inputs’ of information. Companies need partners, especially consumer insights folks and creatives, who ‘get it’ – people who live, breathe, and represent the communities they aim to target – in order to really connect in the most meaningful of ways.| Horowitz Research
As NFL season dominates screens across the U.S., many fans are doing more than just watching, they’re actively shaping the game-day experience. From shopping in real time to engaging across multiple platforms, today’s NFL audience is blending technology and interactivity to redefine what it means to be a fan.| Horowitz Research
Attracting audiences to live content beyond sports is a challenge in today’s media ecosystem. A recent Horowitz study suggests that, especially for younger audiences, interactivity may be key to driving them to live TV and delivering higher levels of advertising engagement.| Horowitz Research
As smart devices and digital services become more prevalent in American homes, two-thirds (66%) of consumers indicate they would likely switch to a bundle from one provider for not only streaming TV services but also home security, fitness, smart home, music, and other subscription services, according to Horowitz’s latest annual report, State of Media, Entertainment & Tech: Subscriptions 2025.| Horowitz Research
