The report, conducted by Freewheel and Happydemics, surveyed over 3,300 connected consumers in Europe to explore their opinions on connected TV (CTV) and media platforms. The study found that smart TV adoption is on the rise, with CTV users enjoying long-form premium video content. Quality, convenience, and co-viewing were identified as the main drivers of CTV usage. Additionally, the report found that ad-supported video on demand (AVOD) is becoming a frequent habit for viewers. Overall, the report highlights the growing importance of CTV in the video viewing landscape.
