The firm RTL AdAlliance recently conducted a study among more than 8,500 individuals aged 18 to 64 across ten European countries -France, United Kingdom, Germany, Italy, Spain, Holland, Denmark, Norway, Sweden and Finland- to learn more about their video content viewing habits.
The television, favorite screen for watching video content
We thus learn that the favorite device for watching video remains the TV screen, with 77% of respondents using it daily, ie 2% better than the previous year. However, the smartphone has also seen its use progress, and more quickly (+5%) to reach 69%. Computers and tablets get 45% and 35% respectively.
Linear television, the main source of content
On the content side, live TV remains predominant at 69%, however down 3% compared to 2022. SVOD platforms remain stable with 64% across all markets surveyed. 87% of respondents say they have recently increased or maintained their subscription budget, despite the economic crisis.
Consumers want unique access to their streaming content
The study also looks at the fragmentation of offers, and the vast majority of respondents (75%) say they want to be able to access all their content - paid or free - from the same interface. More than half (56%) sometimes feel overwhelmed by the amount of content available. Source: Advanced Television