CTV is for Everyone: Magnite research report

Magnite’s new research report ‘CTV is For Everyone’ builds out a holistic picture of the European CTV landscape at a pivotal time in its development. The report provides a pan-European overview with in-depth country analysis for the UK, France, Germany, Spain and Italy.

The research reveals that 78% of European audiences watch CTV, making it an essential element of TV planning for advertisers. The research also showed that the CTV audience as a whole strongly represents the region’s population and captures a representative audience across age groups and language preferences with greater efficiency compared with traditional TV.

Five key takeaways:

• Hybrid TV viewing is the new normal 

71% of European audiences now watch a combination of traditional TV and CTV content.

• The CTV audience mirrors Europe’s diverse profile 

Streamers match the national profile, whereas the traditional TV audience skews older.

• Ad-supported programming is becoming a primary way CTV viewers watch content

Ad-free content no longer dominates CTV content consumption. CTV viewers now watch an almost equal amount of ad-supported content.

• CTV’s reach goes beyond the boundaries of language and location

The flexibility of CTV meets the needs of modern audiences who wish to watch niche or foreign-language content.  

• CTV better caters to the newly emerging conscious consumer

80% of CTV viewers said they are more likely to pay attention to ads from brands that are in line with their lifestyle and opinions.

Download the report to dive deeper into the findings.