62% of Consumers Discover New Brands or Products Through TV

• By 2027, there will be an estimated 108.7 million people purchasing through shoppable media.
• 40.3% of consumers expect to spend more on TV-influenced purchases in the coming year, while 32.8% aim to maintain their current spending.
• 62% of consumers discover new brands or products through TV.

Thanks to shoppable media, TV has turned into a dynamic retail platform where viewers can buy products they see on screen, right in the moment. With 62.7% of people discovering new brands or products through TV, according to EMARKETER, it’s clear that this medium is driving more than just brand awareness — it’s pushing purchases, too. And audiences aren’t window shopping: more than half of consumers say they have dropped between $100 and $499 on products inspired by TV over the past year.

The shift towards shoppable TV aligns with the rise of second-screen usage. More and more viewers say they are shopping on their mobile devices while watching their favorite TV content. By 2025, it’s expected that the US will have 210.2 million second-screen users. And while many consumers still start their product searches on search engines or social media, the potential of TV to drive purchases has been gaining ground thanks to increased streaming of live events — giving brands the chance to reach consumers and drive sales in real-time.

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