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Ad-supported streaming is already watched by more viewers than traditional TV but the shift to streaming is far from over.

In a time of limited face-to-face contact, CTV saw a rapid uptick across all demographics as a preferred source for content.

Our CTV in UK research surveyed over two thousand people, to identify the shift in peoples’ viewing habits across the region.

Our CTV in Italy research showed our respondents demonstrated an openness to advertising in this newer media environment.

2020 was a year like no other - and the nature of events saw an acceleration of pre-existing trends in the growth of CTV consumption in Germany.