New Research from Samsung Ads & IPSOS: The 2021 CTV Viewer

06 December, 2021 

[Sponsored] Samsung Ads and IPSOS have launched new research, titled “The 2021 CTV Viewer“, looking at how viewing habits have evolved in Europe over the course of the pandemic.

The report explores the underlying views and behaviours driving CTV viewership in the UK, France, Germany, Italy and Spain.  The study combines Samsung Ads’ own data on viewing habits with research from IPSOS to explore how different types of households perceive and use CTV.

Key takeaways include:

  • AVOD: 56% of viewers are willing to accept ads on CTV in exchange for free content
  • Content discovery: 36% are interested in recommendations from their streaming services
  • CTV ads: 39% view ads on smart TV as “high quality”, compared to just 11% for smartphone.

    The research is free to download and can download the report in full here.


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