CTV Research

Study 2026

“As the CTV ecosystem grows more complex, the importance of understanding consumer behavior has never been greater.

Our study shows that Open CTV, especially FAST, is unlocking incremental reach by attracting audiences who are no longer willing to add more subscriptions, but still want quality entertainment. This creates a unique space where advertising is better received, viewing is highly engaged, and brands can connect with consumers in a premium, lean-back environment that feels both relevant and effective.”

“This research confirms that Connected TV audiences across Europe are redefining what value looks like in streaming. Subscription fatigue is real, and consumers are increasingly choosing free, ad-supported environments over additional paid platforms.

FAST channels are becoming a major growth driver within Open CTV, combining premium viewing experiences with a higher level of ad acceptance. For brands, this represents a powerful opportunity to reach engaged audiences at scale, in moments where attention is high and advertising feels like a fair exchange for content.”