Magnite today (March 21st, 2023) unveiled its latest research study, “Streaming TV’s New Era: How Ads Are Powering Streaming’s Future in the EU5.” The research finds that streaming TV, which comprises television content streamed via the internet on any device, is now the most-watched form of TV across the UK - and the EU5 - delving into how consumer attitudes and viewing habits are reshaping the streaming landscape.

As streaming offerings expand in line with rising viewership, the study finds the majority of viewers gravitate towards ad-supported options and 82% watch some form of ad-supported content.

Sam Wilson, managing director, CTV, EMEA commented: “Streaming TV surged during the pandemic and our research indicates that trend has accelerated. In fact, it’s now the most-watched form of TV across the UK.” Wilson adds: “What’s perhaps more interesting is consumers trust ads on the premium environment that TV offers above social media. With advertisers facing increased scrutiny to invest ad budgets wisely, they too should pay greater attention to streaming TV.”

Key findings from Magnite’s UK study include:

• Streaming is the most-watched form of TV with 82% of those surveyed citing it as their preference in comparison to 49% choosing broadcast and 39% watching paid traditional TV.
  
• Consumers are reevaluating their streaming subscription stacks due to macroeconomic pressures. 45% of streamers indicated they will downgrade or cancel a streaming TV subscription, while 77% said they would use a new free or reduced-cost ad-based streaming service this year.
  
• TV offers a premium environment that can’t be replicated by social feeds dominated by user-generated content with 82% of ad-supported streamers saying they trust ads within TV content in comparison to only 52% of viewers who find ads trustworthy on social media
  

If you’d like to find out more about this research, click here to download the full report.