| 07 March 2021
A study from independent omnichannel sell-side advertising platform Magnite, has found that half (51%) of UK viewers’ time spent watching TV takes place on streaming channels, and if they could only keep one, over half (55%) would choose streaming services versus broadcast linear TV (45%).
Magnite’s CTV: The Future Forward examined the opinion of 10,500 consumers across the UK, France, Germany, Spain and Italy, looking at how audiences are consuming TV and examining the opportunity for marketers seeking to connect with engaged audiences as the shift to connected TV (CTV) accelerates and consumer behaviour evolve.
The fundamental trend was that there was increasing adoption for CTV services especially in the UK which leads in terms of CTV adoption in the five EU5, according to the report. Among the five countries surveyed, almost seven in ten (69%) UK consumers preferred streaming services to broadcast linear TV (31%) while nearly nine in ten (89%)