European CTV viewers on average [connected television] 3.5 Use streaming platforms, which includes more than a third of access to services that contain ads. The findings come from a study conducted by Comcast’s advertising arm Freewheel and HappyDemix, which analyzed audiences in France, Germany, Italy, Spain, the Netherlands and the United Kingdom.
The data also shows that 59 percent of respondents use at least one video-on-demand (SVOD) service, such as Netflix or Prime Video, and that 38% use an ad-based platform (AVOD – ad-supported video). -on-). Demand ), such as Pluto.TV.
According to responses, 60% of AVOD users agree that free access drew their attention to these services, which force you to watch ads between episodes of a series or movies, with 68% using them every week. and half of them do so. Everyday.
With regard to the prospects that these findings can bring to advertisers, 30% of them say they prefer to see ads that reflect their lifestyle and 23% prefer to mention brands that reflect their values. share to.
However, the vast majority (62%) say they do not want their data to be used for ad personalization.