In this week's member guest blog post, we hear from Emmanuel Josserand, Sr Dir. Brand, Agency and Industry Relations at FreeWheel, who oversees engagement with media agencies, brands and industry bodies at Comcast Advertising– driving alignment between the buy-side and sell-side requirements in the premium TV advertising ecosystem. In this capacity, Emmanuel leads the FreeWheel Council for Premium Video Europe, bringing together broadcasters, telco- and pay TV operators. He also heads up Comcast Advertising's Agency Leadership Council in Europe, a forum of buy-side television and digital experts - including senior executives across the major and independent agencies - to exchange ideas, thought leadership and to advance the TV industry as a whole.
Streaming platforms have become a mainstay of modern media consumption, providing audiences with unparalleled choice and convenience. The widespread and rapid growth of streaming TV doesn't just represent an advance in technology. Streaming TV is driving a fundamental cultural change, with consumer habits shifting and generational gaps closing.
To understand the preferences and consumption patterns of streamers across the globe, FreeWheel and consumer insights tech company GWI carried out a study of generational and geographical trends. In this post, I'll uncover some key insights for content owners and advertisers into the impact of ad-supported streaming on the premium video landscape and consumers’ entertainment choices, as revealed in the CTV Barometer.
The premium nature of CTV at the centre of streaming's popularity
The growing consumption of premium video content on streaming platforms is largely driven by the quality of the programming on offer, as well as the convenience of flexible plans and ad-supported tiers to meet any needs. The ease of streaming content is also facilitated by a wide variety of devices, from smart TVs to smartphones.
The report reveals that it is the biggest screen in the house that leads the way when it comes to streaming TV. Connected TV (CTV) appears to be the most popular way to watch: across the 11 countries studied, 74% said they streamed content via CTV; that’s 800 million hours of streamed content with respondents watching an average of 100 minutes per day. Almost half of global consumers aged between 16 and 64 tune into streaming platforms on CTV at least once a month, and three in 10 do so at least once a week.
The study reconfirms CTV as the delivery platform of choice for streamers, and it’s easy to see why. CTV offers easy access to vast libraries of premium video content in the lean-back living room environment, therefore replicating the quality of traditional TV while allowing for social viewing experiences.
The generation gap is closing
Gen Z's viewing preferences have been widely described as flexible and multiplatform. As digital natives, they've gained a reputation for being unreachable via traditional media, seemingly preferring social media platforms and short-form, on-demand content. However, the study dispels some misconceptions, highlighting the growing impact of the TV screen on younger viewers' habits.
More than half (54%) of Gen Z respondents said they structure their evenings around the biggest screen in the house. This trend is comparable to all other age groups, indicating that the generation gap is narrower than often assumed. Consumers across all age groups also have their viewing habits shaped by shared experiences, with 60% saying that they regularly watch streaming TV content on CTV with partners or family.
Furthermore, the research shows that the majority of viewers – including 64% of Gen Z – enjoy watching or re-watching classic shows and series on TV via free streaming channels. The findings indicate that the multi-faceted nature of streaming TV fuels appetite for a variety of content – not only the latest releases and big productions – while fostering co-viewing. Brands must take note and factor this consideration into their media plans to reach their target audience successfully.
The ad experience and opportunities for marketers
If there's one area where Gen Z differs from older viewers, it's in their willingness to accept personalised advertising. More than two-thirds (68%) of Gen Z viewers globally find advertising alongside premium video content more appealing if tailored to their needs and interests, compared to 39% of the 55-64 age group. They are also more likely to share data to receive personalised TV ad experiences than their older counterparts – nearly half (47%) of Gen Z were prepared to do this, compared to under one-quarter (23%) of 55 to 64-year-olds.
In terms of ad frequency, the age groups fall back into line with a broad consensus in favour of a balanced ad exposure before and during the content. This reflects the desire among audiences for a traditional ad experience with no unpredictable interruptions or overly long breaks. Previous FreeWheel research has found that viewer drop-offs are less likely to happen during ad breaks when the overall ad experience is well-balanced. What is more, ads didn’t undermine enjoyment for viewers — in fact, ad breaks can even benefit users by providing a mental reset.
Overall, the findings of the CTV Barometer send an important message to marketers about the power of premium content in shaping generational habits and the importance of leveraging CTV data to reach the right audiences.
