With just four weeks remaining until the 2026 NAB Show opens in Las Vegas, the marketing arm behind ATSC 3.0-powered NEXTGEN TV is sharing the results of a new national study that purports to paint a rosy picture for the purchase desire of set-top boxes bringing NEXTGEN TV signals to those who watch over-the-air TV signals with an antenna.
Among the survey respondents, there is “strong interest in an affordable NEXTGEN TV converter box,” with 81% of those surveyed saying they would purchase such a set-top device “to maintain access to their free local broadcast TV stations.”
That’s assuming, of course, that the current ATSC 1.0 signal disappears with a mandatory flash-cut date, which the NAB and some broadcast TV station owners have been advocating since the return of President Trump to the White House and selection of Brendan Carr as FCC Chairman.
In response to that effort, the Consumer Technology Association and TV set manufacturers have stepped up their lobbying in Washington, doing whatever it takes to block a Congressional mandate to “force” consumers to purchase a new TV or dongles and set-top boxes to get NEXTGEN TV.
As the debate over NEXTGEN TV’s rollout continues, consumers continue to gravitate toward streaming video platforms and free ad-supported streaming television (FAST) channels. Yet, the study — conducted in January 2026 by Magid among 600 adults between the ages of 25 and 64 who use an antenna on at least one television in their home and at least two hours per week — shows that with at least one socioeconomic consumer group, spending money on a STB isn’t a concern.
As previously reported, Pearl TV is working with several manufacturers to develop a range of “low-cost” NEXTGEN TV converter boxes, including ADTH, Bitrouter, Skyworth, and Zinwell. Some 64% of respondents would select a low-cost box to maintain access to local channels, which Pearl TV says “reflects a practical willingness to invest in maintain free local TV service.”
Also involved with the converter box project is TV viewing data expert Titan TV, which is consulting on best practices for presentation of program guide data.
To be clear, those participating in the survey do not solely consume over-the-air television. While all respondents to the survey watch local channels via antenna, nearly two-thirds also subscribe to streaming services; many use cable or virtual platforms as well.
“Rather than replacing local broadcast channels, these services are complementing it,” Pearl TV points out. The result is a rising segment of what Pearl TV calls “Omni-Viewers” — consumers who intentionally combine free local broadcasting with digital and subscription platforms.
“Local broadcasting is not being replaced — it’s being integrated into broader viewing habits,” notes Anne Schelle, Managing Director of Pearl TV. “A converter option ensures these growing audiences can continue receiving trusted local news, sports and emergency information as broadcast technology evolves.”
Pearl TV did not explain why teens and young adults were not included in the study. Yet, Magid Executive VP Bill Hague notes the younger end of the adult 25–64-year-old sample was most interested in the converter box.
Among the other findings from the survey is that, among the respondents, some 70% rely on local TV stations for news and nearly two-thirds depend on local TV weathercasts. Meanwhile, 50% of respondents watch local sports and national newscasts via an antenna to tune to local TV broadcasters.
