A new report by Kitcast paints a surprising picture of digital signage metrics, revealing that perceived performance and reality can be quite different from each other. In the State of Digital Signage 2026 report, Kitcast discloses that 76.5% of digital signage operators do not measure the ROI of their screens at all, and a typical network consists of several screens showing stale content.
The report utilizes anonymized telemetry from tens of thousands of screens, a 12-month reliability study, and a survey of 515 operators. After analyzing the date, the report shows that properly measured, well-run screens showing fresh content are the exception, not the rule. Even though this is the case, most respondents categorize their digital signage deployments as successful. This suggests that organizations evaluate the success of their signage by anecdotal means such as customer experience.
Kitcast’s report also finds that the reality of signage network size may be quite different than advertised. While the industry typically accepts 23 displays as being typical, the report’s findings conclude that the average digital signage network runs about four screens per workspace, with the medium being just one.
The report in full can be found here.
