Two in three TV watchers stream on multiple devices | WARC | The Feed

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