10/05/2021
The Future of TV Report - The Connected TV Tipping Point
“More viewers are looking to watch the content they want, when they want it, and increasingly this is taking place on the biggest screen in the home: the TV.” So says Andy Jones, head of agency at Samsung TV in our latest Future of TV Report, which investigates consumer trends in two major media markets: the United Kingdom and Germany. Following an unprecedented year that saw many folks hunkering down in front of screens large and small, our research shows how consumer habits are changing for good in these key markets.
In the U.K. and Germany, consumers are streaming more content than ever: more than nine in ten British TV viewers and eight in ten German TV viewers stream at least an hour of content per week, and some much more. Consistent with the findings of our U.S. report (January 2021), consumer streaming adoption is accelerating in these European markets.
Our report digs into the cultural differences between the U.S. and these major European markets, where the notion of “cutting the cord” is not as applicable. In the U.K. and Germany, the tradition of free-to-air programming is a cultural fixture. The drive to streaming is therefore driven by other factors such as convenience or exclusive content. In Germany, for example, a dark new comedy called Ze Network will premiere on RTL’s TVNOW service next year. The big draw? Former Baywatch star, David Hasselhoff.
We also take stock of the streaming market in the U.K. and Germany, looking at both the dominant global players (Netflix, Disney+) and local broadcasters who have launched their own streaming services. With more choice than ever, we found that budget-conscious consumers are open to the idea of ad-funded platforms to defray the cascade of costs from subscription services.
Finally, we look at how the consumption of live sports — that linear linchpin — is changing in Europe and reveal how ad-funded streaming platforms may hit a sweet spot for fans in the U.K., Germany and beyond.
Download our white paper The Future of TV Report: Consumers look to CTV across the UK and Germany for more insights into these two significant media markets.
https://www.thetradedesk.com/us/knowledge-center/from-bradford-to-berlin-streaming-trends-are-up
