CTV in Europe
The beginning of the connected decade has seen the transformation of the television experience for European audiences. Four out of five households now have a connected TV, a 30% increase from 2020, and viewers now move seamlessly between traditional and digital formats.
With this in mind, it is essential to understand the new CTV audience, which has evolved beyond the young and tech-savvy, to include all ages, income levels, and household compositions.
Download the report to get a closer look at what CTV viewership really looks like in Europe.
Reports available in English, French, German, Italian, and Spanish
CTV’s reach goes beyond the boundaries of language and location
CTV is not limited to the constraints of language and location in the same way traditional programming is. The format’s wide variety of content provides the opportunity for CTV viewers to watch more programming in the language of their choice.
More CTV viewers watch foreign-language content than traditional viewers.
Ad-supported programming is becoming a primary way CTV viewers watch content
85% of CTV viewers in Europe watch ad-supported content.
CTV better caters to the newly emerging conscious consumer
80% of CTV viewers said they are more likely to pay attention to ads from brands that are in line with their lifestyle and opinions – and 65% said that they buy from brands after being exposed to ads that resonated with them.
62% of CTV viewers say it is important to buy brands that are in line with their lifestyle and opinions.