More than three-quarters of households in Europe’s top five countries now watch connected TV services.
According to research carried out by Magnite across the UK, France, Germany, Spain and Italy, 78% of households in these countries watch CTV.
Across the EU5 markets, between January 2020 and May 2021, CTV consumption increased by 55% while traditional TV viewing rose by only 17%. As CTV adoption has grown, its viewers better match the regional profile, reaching representative levels of all age groups, whereas traditional TV audiences skew older and under-deliver against younger audiences.
Edward Wale, Managing Director CTV, EMEA at Magnite, said: “European audiences now move seamlessly between traditional TV and CTV viewing. With a change in audience composition and viewing habits, now is a critical time for brands to better understand how to reach these addressable audiences and the ways they consume content. Our findings will equip advertisers looking to extend their audience reach beyond the barriers of traditional TV services to reach viewers with relevant advertising in their preferred viewing environment.”
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