UK CTV Pulse by Teads dives into consumer behaviour and attitudes, offering a better understanding of how people are watching TV and how they feel about ads within these environments
The new UK CTV Pulse 2025 reveals that 42% of viewers choose to watch via AVOD (ad-supported video on demand) services, a 7% year-on-year increase. This is ahead of both BVOD (broadcaster video on demand) services at 36% (+6% YoY) and SVOD (subscription-based video on demand) services at 36%.
The research has also found that younger streamers in the UK are more likely to engage with interactive features in CTV ads, such as QR codes, virtual try-ons or activating a brand's Alexa skill while watching an ad on a big screen. Overall, 10% of UK viewers are willing to scan a QR code in a TV ad, which increases to 24% for those aged between 18-24 years old.
Other interactive tools are welcomed by younger demographics, with 15% of UK 18-24-year-olds and 14% of 25–34-year-olds willing to add products to a shopping basket using interactive features in CTV ads.
There is also a major big-screen advertising opportunity around big sporting events, with 73% of UK viewers preferring to watch sports on a big screen and 34% of viewers across all age groups opting for watching via a smart TV, set-top box or streaming device at home.
However, preferences vary by streamers’ age, with a third (33%) of 18–24-year-olds opting to watch sports on their smartphones. With the Wimbledon Championship Final and the UEFA Women’s Euros already proving to be a success with 8.8 million and 4.2 million viewers (England v Wales) respectively, further opportunities are on the cards with The Ashes and the Women's Rugby World Cup.
Teads’ data shows that more marketers value CTV’s ability to reach younger audiences (+20% YoY) on the big screen as well as advanced targeting and contextual mapping capabilities (+20% YoY). Furthermore, 37% of marketers cite access to quality content as CTV’s advantage, and 34% name retail opportunities.
Yet, Teads’ data highlights that 58% (down from 61% in 2024) of marketing decision-makers say they never include CTV advertising in the marketing strategy, and 20% of marketing decision-makers see the lack of understanding of CTV as a key barrier to investing more.
The full report can be found here.
Posted on: Thursday 31 July 2025
