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The Attention Economy Report 2026

Your brand is competing for seconds

Attention is harder to earn, while ad costs keep rising. This report shows where brands can still build meaningful engagement in a world competing for every second.

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Did you know that?

31%

Google Ads CPC increase over the 2022-2024 period

14.9%

digital ad spend year-over-year increase

11.3%

CPM costs increase

Report co-created by:

Wiktoria Wójcik

Wiktoria Wójcik
founder & co-CEO, inStreamly

Szymon Kubiak

Szymon Kubiak
founder & co-CEO, inStreamly

Daria Rupniewska

Daria Rupniewska
Head of Client Solutions, inStreamly

Justyna Barwińska

Justyna Barwińska
Branded Games Leader, inStreamly

Jakub Chilimończyk

Jakub Chilimończyk
Head of Creative Team, inStreamly

Cezary Dobrowolski

Cezary Dobrowolski
Brand Manager, inStreamly

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What does the research cover?

Understand why reach and impressions no longer reflect value in 2024. See the data on "Ad Cost Inflation" and why 90% of ads aimed at Gen Z fail to reach their target.

Learn why the modern brain rejects intrusive marketing. We analyze the "fight for milliseconds" and why it reduces ad effectiveness, leading to a 99% ad-skip rate among young consumers.

Shift your strategy from fighting for 2.5 seconds on social media to gaining 26–47 minutes of engagement in gaming. Discover why gaming is the premium environment for brand awareness.

Read how PKO Bank Polski engaged players for 26 minutes in Fortnite and how Mountain Dew achieved 33% sales growth by supporting the creator economy authentically.

The report reveals the actual gaming demography. Discover a diverse, high-value audience that is actively looking for brands to enhance their experience, rather than disrupt it.