Broadcaster video-on-demand (BVOD) accounts for just 6.0% of TV advertising revenue across 13 of Europe's largest broadcasters, according to data from Ampere Analysis and the European Audiovisual Observatory.

Why it matters

Linear TV advertising is eroding and online investment is growing rapidly as audiences shift, but the significance of video-on-demand advertising varies across Europe.

ITV is the largest broadcaster analysed when incorporating linear and BVOD advertising revenue, at €1,753m in 2020, and BVOD takes a one-fifth (19.4%) share. In comparison, RTL recorded the largest linear TV advertising revenue in Europe last year, at €1,690m, but just 0.5% of its TV...