Streaming TV’s New Era
Streaming TV is changing the way audiences watch television content. Most streamers already watch content with ads and as the number of ad-supported viewers continue to grow, their deep engagement and cross-device consumption habits will lead to better results for brands.
Streaming TV Viewership Continues to Grow and Evolve
Streaming TV is now watched more than any other form of television in the EU5. With the expansion of streaming offerings and a continued rise in viewership, internet-delivered content across multiple devices looks to be the future of TV viewing.
Ad-Supported Streaming Is the Preferred Choice for Consumers
Audiences are enjoying more choices in how they consume content. While streamers in the EU5 are watching a mix of ad-supported and ad-free content, our research shows that ad-supported is already the most watched and becoming increasingly popular.
76% of streamers said they will use a new ad-based subscription service in the next year.
Cross-Device Campaigns Drive Better Outcomes for Brands
Exposing viewers to brand messaging across a variety of screen types enhances advertising efficacy. 75% of ad-supported streamers are more likely to make a purchase from a brand that they engaged with across multiple devices.
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