Into the Wild compares media experiences on linear TV, BVOD (Broadcaster Video on Demand), YouTube, Instagram and TikTok. In the study users watch live content of their choice in their homes and on the go for 60 minutes. At the same time the screen content, high quality eye tracking and GSR measurement were recorded to analyze ad load, content sequences, attention to ads and activation patterns. Ad effectiveness and general evaluation of the media sessions were collected in a post questionnaire. The new and open set up of completely free media experience shades light on media usage, ad load, ad lengths, ad perception and ad impact. Therefore, it is a milestone in understanding media experience and ad impact on a new level. It gives Media Agencies, Advertisers and Marketers new ground truth data to evaluate the quality of the different media channels and platforms.