CTV has progressed beyond its status as a new entrant to the market, with more consumers opting to access TV through streaming services. More than 61 million homes in Europe’s Big 5 markets watch CTV. Almost all are tuning in at least weekly, and half of all viewers are watching on a daily basis.
Such widespread adoption means CTV is now watched by consumers of every lifestyle, personality, income level, and age group. To better understand this richly diverse audience watching CTV, SpotX conducted a consumer survey and published the “CTV Is for Everyone” viewership report.
We identified four distinct pan-European audience profiles as part of that research to help advertisers understand and reach CTV viewers. Here’s a closer look at who’s tuning in across Europe, including what they’re watching, their characteristics, and their interests.
Streamloaders are young, heavy streamers that access a wide variety of content from multiple sources and screens. Streamloaders own several subscriptions despite being the most likely to share someone else’s. They are likely to be single and often watch with friends (but they also watch alone). Because they appreciate access to free content, they are highly likely to watch ad-supported content on a daily basis – making them a desirable but challenging-to-reach demographic.
Streamloaders prefer to watch CTV during the evening and late at night, most often tuning into comedy, reality, and romance programming. They also enjoy playing sports, dining out, and going to the movies and theatre.
Jet streamers are digitally savvy millennial professionals seeking convenience and variety from their streaming services. CTV is their primary way of watching television and they are the most likely of all audiences to watch on a daily basis, joined by a partner or children.
They appreciate access to free content and are likely to choose ad-supported content versus paid. Their favourite programming includes drama, sports, and horror. Outside of the home, they enjoy dining out, attending concerts, and cheering on their favourite teams at sporting events.
Do-it-all streamers are busy balancing work and family, are highly likely to live with a partner, and are the most likely group to have children in the household. They particularly enjoy the flexibility and variety that CTV provides, and prefer on-demand content. Do-it-all streamers appreciate access to ad-supported programming and are unlikely to share subscriptions with others outside of the household.
Their favourite genres include action, science fiction, and kids and family. The do-it-all streamer group is large and diverse, though they do share the common interests of dining out, cooking, and embarking on home improvement projects.
Silver streamers are predominantly baby boomers who are approaching retirement or are already retired. Flexibility is a particularly attractive aspect of CTV for this audience despite being the age group most accustomed to linear-style viewing. Much of what they watch is on-demand content, including documentaries and thriller shows, but they also frequently watch live news.
They are also highly likely to choose ad-supported versus paid programming. Silver streamers are the most focused and engaged of all audiences; they rarely do other things while watching. When they’re not watching TV, they are likely to be traveling, reading, or gardening.
Download the Connected TV Audience Profiles to learn more.
About the author
As Marketing Manager, EMEA, Lauren Saving leads SpotX’s marketing strategy across the region. She helps develop insights and experiences that educate and advance the advertising and publishing industries. Lauren has a master’s degree in journalism and before joining SpotX, was a Junior Editor at a trade magazine. Outside of work, Lauren loves to travel and read as much as she can, while also continuing to write for her own website.