An in-depth look at European connected TV viewership

CTV is not a fad or short-lived tech trend, and it is not just for digital natives or millennials – CTV is for everyone. That is why now, as we enter the connected decade, we conducted consumer-based research to better understand CTV viewership behaviour across Europe’s five largest markets.

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Region:
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Viewership behavior is unique across each of the Big 5 markets

Click each of the highlighted countries to unveil local viewership insights.

Viewership behavior is unique across each of the Big 5 markets

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While slow to start, CTV adoption has taken off in France. Viewers come from a cross-section of society, with fairly even adoption across income, gender, and household size.

German viewers are the most focused and engaged amongst European audiences.

Italian audiences are heavy CTV consumers and are more likely to watch ad-supported content than any other European market.

The UK CTV audience is richly diverse, watches CTV on a regular basis, and is amongst the most advanced in Europe.

Spanish audiences watch CTV more frequently than any other European market. They are also the most likely to watch with someone else.

Scale exists and it’s here to stay

Across Europe’s Big 5 markets, 50% of all internet-enabled and TV households can be reached via CTV, representing 61.5 million households.

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MEDIAN AGE = 43

CTV VIEWER BREAKDOWN BY AGE

CTV bridges the generational divide

CTV viewership appeals to all ages and lifestyles. Contrary to popular belief, Generation X represents the largest generational segment.

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CTV builds a natural home for advertising

CTV offers an abundance of free-to-view content, and the majority of viewers watch ad-supported content.

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7 out of 10 CTV viewers watch ad-supported content



CTV Is for Everyone

US: The Evolution of CTV and Ad-Supported Content

EMEA: The Evolution of CTV and Ad-Supported Content

Who's Watching CTV?

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