Magnite's latest research study, “Streaming TV’s New Era: How Ads Are Powering Streaming’s Future in the EU5” finds that streaming TV, which comprises television content streamed via the internet on any device, is now the most-watched form of TV across the region and delves into how consumer attitudes and viewing habits are reshaping the streaming landscape in the UK, France, Germany, Spain and Italy.
As streaming offerings expand in line with rising viewership, the study finds the majority of viewers prefer ad-supported options, and 82% watch some form of ad-supported content, with 78% watching internet-delivered content across multiple devices.
Key findings from Magnite’s study include:
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