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22 April 2021
CTV sets are the go-to device for VOD
TV & Connected TV audiencesUnited Kingdom
Eight in ten UK TV viewers have a Connected TV (CTV) set in their household, and for most of them (61%) this is their preferred device for watching VOD content, new research says.
Why it matters
The findings of a survey by FreeWheel, a provider of video advertising software, suggest that the TV set remains a social device, where viewers share a common experience, even in the non-linear environment of VOD.
Connected TV viewers are heavy VOD users: 91% of UK CTV owners claim to use between four and five VOD platforms, slightly above the average of the four European countries examined in the survey (UK, France, Germany and Italy).
The majority (61%) of UK CTV viewers say this is their preferred device for watching VOD content, since they enjoy a better user experience (59%) and can watch together with family and friends (40%).
Among 15–24-year-olds, 38% prefer watching VOD content on Connected TV, but a significant 27% would rather use a mobile device or computer screen (to watch video on the go at any time, for privacy, or the intimacy of the viewing experience).
A fifth (20%) of CTV users watch free, ad-supported video platforms, and 64% indicate that they pay most attention to ads shown on the TV screen.
“Consumers surveyed tend to be shifting to new premium video platforms across the streaming ecosystem, and are open to relevant and personalised advertising messages on the TV set. It is significant to note that interest in ad-supported platforms seems to be strong among the respondents, especially among subscribers to paid-for video services” – Virginie Dremeaux, Executive Director, Product and Sales Marketing International, FreeWheel.