Report | The 2021 CTV Viewer

The widespread adoption of Smart TVs and proliferation of streaming platforms has transformed the way TV content is viewed and discovered.

The driving force behind these changes is the pandemic – with many people spending more time at home, there has been an increased opportunity to explore.

To understand not only how, but why viewership behaviours are changing, Samsung Ads – in collaboration with Ipsos – produced a report detailing the key drivers behind the evolving behaviours of European CTV viewers. The report reveals:

• Streaming has become a permanent part of modern society
  • 40% of Smart TV owners have used free streaming services that are funded through ads
• The shared experiences that streaming offers  is leading to viewer-chosen prime time
  • 65% of Smart TV users choose to watch streamed content because of social discussion
• CTV audiences value the level of freedom afforded  to them by their Smart TVs
  • These devices can be customised, offering consumers  a personalised experience
• Smart TVs are becoming the hub of modern households
  • TVs are no longer just providing passive viewing experiences

Are these trends going to continue for the foreseeable future? How does this impact advertisers trying to engage European audiences?

If you would like the answers to these questions, download The 2021 CTV Viewer.