Magnite Research Finds 63% of TV Viewers in the EU5 Watch Ad-Supported Streaming
Magnite’s “CTV: The Future Forward” study explores the evolving consumer attitudes and consumption trends around connected TV across Europe
CTV is Mainstream
The results of the study show that there is widespread adoption of CTV streaming platforms across the EU5. Overall, 82% of EU5 respondents tune into CTV weekly. The
Viewers Appreciate Ad-Supported Content
Weekly usage levels of ad-supported streaming nearly equal that of subscription services. In the EU5, weekly SVOD usage averages 68%, while AVOD viewing came in at 63%. In
The study suggests there is more room for AVOD to grow. When asked if they minded watching an ad-supported service, 83% of EU5 respondents said they prefer to watch advertising in exchange for free or reduced cost subscriptions and 74% of SVOD users said they would switch to an ad-based tier of a paid service if it was available.
“The research findings confirm that streaming is increasingly the default form of TV for consumers across the EU5,” said
Additional key findings from the study include:
- CTV’s active-viewing environment provides greater resonance for brand advertisers. 72% of EU5 respondents said they were highly receptive to advertising. An equal number of respondents (72%) took some action (search, recall, purchase, advocacy) after seeing an ad on CTV.
- Across EU5 consumers, the current average monthly amount spent on subscription CTV services amounts to €28. On average, those surveyed said they would be willing to pay up to €36 a month for streaming services.
- While sensitivity around consumer privacy is foremost for publishers, viewers want advertising that is relevant for them. When asked about the types of ads that are acceptable, 74% of EU5 respondents prefer contextual advertising that is related to the show they are watching, 71% will accept advertising related to their hobbies and interests, and 57% are okay with advertising related to online search.
To view the full report, and explore additional insights from the other countries surveyed, please click here.
Magnite’s “CTV: The Future Forward study” was conducted by Harris Interactive using an online survey. A total sample of 10,500 consumers aged between 18-64 were surveyed across five major EMEA markets, including the