2022 Connected Viewers: All eyes on streaming


Connected TV Consumer Behaviour Effectiveness Video Show all

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FreeWheel and Happydemics explore the latest perspectives of CTV viewers, their streaming habits, and their attitudes towards advertising-supported video-on-demand. 

Following the meteoric rise of streaming services within the TV landscape, FreeWheel has collaborated with the independent, consumer-focused market research company, Happydemics, to explore the latest perspectives of Connected TV (CTV) viewers, their streaming habits, and their attitudes towards advertising-supported video-on-demand (AVOD). 

The study included participants from the UK, Italy, France, Germany, Spain and the Netherlands ('EU6')*. It revealed that EU6 CTV viewers are on average accessing 3.5 streaming platforms, with 91% of these respondents using them to watch all types of video-on-demand (VOD) platforms – including broadcaster-led (BVOD), subscription-based (SVOD) and advertiser-funded (AVOD) – along with live TV. 

As the streaming phenomenon continues to build momentum, the survey looked at key accelerators and the opportunities it presents for the European TV ecosystem, as well as uncovering exclusive local insights for the UK, Italy, France, Germany, Spain and the Netherlands. 

*FreeWheel surveyed over three thousand (3354) connected viewers across the UK (572), France (681), Germany (483), Italy (583), Spain (564) and the Netherlands (471), representative of the local population. The study was conducted between 28 February and 3 March 2022 by Happydemics, the online consumer research specialist. 

By Emmanuel Josserand, Sr Dir. Agency, Brand and Industry Relations


FreeWheel helps the largest players in the television industry generate revenue from their ad-supported content.

Posted on: Monday 9 May 2022