Two in three TV watchers stream on multiple devices | WARC | The Feed
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Two in three TV watchers stream on multiple devices
A majority of TV watchers in Europe stream content on multiple devices, according to research by sell-side ad platform Magnite.
Why it matters
Although multiple-screen campaigns can have a positive impact on brand measures, audiences consuming content across multiple devices highlights the challenge of accurately measuring audience activity. This is a particularly important issue as affluent households are most likely to stream content across three or more devices.
Takeaways
- About three-quarters of TV watchers in the UK (74%) and Italy (73%) say they use at least two devices to stream content, with watching on three or more devices being most...
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