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Study : TV most popular viewing device
RTL AdAlliance , the international
ad sales house of RTL , has
presented the results of the
third edition of The New Life of
the Living Room research which
provides an in-depth view on
Europeans ’ attitude towards
video content and for the first
time compares the habits of
video consumers in 11 European
markets with those in the US .
The findings reveal the growing
diversity of video consumption
and how viewers are feeling
overwhelmed by today ’ s content .
While the TV is the favourite
video device for Europeans —
more than three quarters of
all respondents ( 76 %) use it
daily — TVs and smartphones
are tied for first place among
US viewers ( both are used by
74 % daily ). Smartphones rank
second in popularity among
European respondents ( 64 %),
while PCs and notebooks are in
third place both in the US ( 50 %)
and Europe ( 41 %). Tablets also
remain relevant albeit at a lower
level than other devices ( 31 % use
them daily in Europe and 46 % in
the US ).
According to the study ,
Smart TVs have changed the
way viewers engage with video
content in the living room .
Digital video content now
plays a significant role in smart
TV viewer ’ s experiences . But
despite the diversification of
accessible content , linear TV is
still popular among Americans
and Europeans , as over two
thirds of respondents ( 69 % in
Europe , 68 % in the US ) watch
linear TV at least once a week .
Among European viewers linear
TV is the most widely watched
video content channel on TV
devices and more than half of the
European respondents say linear
TV is the first destination when
switching on the TV .
US viewers are increasingly
opting for streaming , with more
smart TV viewers watching
subscription-based video on
demand ( SVoD 77 %) and
short-form online videos ( 72 %)
weekly than in Europe ( 68 % and
55 % respectively ). The largest
difference between US and
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European respondents is with adfunded video on demand ( AVoD ) and free ad-funded streaming TV ( FAST ). While almost two thirds ( 62 %) of US respondents watch ad-funded streaming content at least once a week , only a quarter of Europeans tune in .
Ads on ad-funded streaming services are viewed as part of the watching experience
One reason for the difference between may be the varying levels of tolerance towards ads . While only roughly a third of US respondents are annoyed by video ads on any platform ( e . g ., 32 % are annoyed by linear TV ads , 30 % are annoyed by AVoD advertising ), those in Europe are less tolerant .
There is a bright spot for marketers , however : European viewers find ads on AVoD and SVoD platforms less annoying than ads on any other platform , while ads on short-form video are perceived as most irritating across both Europe ( 57 %) and the US ( 38 %).
Watching video at home is among viewers ’ favourite activities and they want as many options as possible , from choosing the device and the platform to deciding if they watch ad-free content . But the sheer volume of content available creates a paradox of choice for many viewers . Of those in Europe , 60 % say they sometimes feel lost when presented with the amount of content available , while 64 % of US respondents also admi that they sometimes do not know what to choose .
“ The paradox of choice is an emerging trend in video entertainment ,” advises Aurélie Brunet de Courssou , marketing director at RTL AdAlliance . “ Users value the diversity and enjoy content across many different devices and platforms , but they crave simplicity to access their favourite shows and movies . Bundled offers , embraced by 44 per cent in the US and eyed by 38 per cent in Europe , signal this shift . Simplicity , trust , and proximity are the key media trends shaping content and ad choices . In a climate of AI and social media distrust , credibility
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and relevance in media are
paramount .”
Report : FTA sport worth € 4.9bn to European economy
An independent report
commissioned by the EBU from
Oxford Economics estimates
that the economic impact of
public service media ( PSM ) sports
broadcasting contributed € 4.9
billion to Europe ’ s GDP and
supported over 60,000 jobs
in 2022 . The findings include
direct contributions from content
production and broadcasting
and significant indirect and
induced impacts due to supply
chain spending and employees ’
consumer expenditure . The study
also explores wider impacts , such
as the way in which PSM coverage
attracts sponsorship income for
sport .
The Economic Impact of the
Sports Activities of Public Service
Media evaluates the impact of
188,000 hours of free-to-air
( FTA ) sports programming across
radio and television , from 44
EBU Members in 31 countries ,
including high-value events such
as the FIFA World Cup and the
World Athletics Championships .
It also includes the online
engagement of millions of sports
fans through websites , apps and
social media .
The report also reveals the
many benefits of FTA sports
broadcasting on culture and
society , reinforcing the pivotal
and unifying role of PSM
organisations in this space .
“ Our analysis unveils a
symbiotic relationship between
free-to-air sports broadcasting
and economic vitality , illustrating
the far-reaching ripple effects of
this dynamic industry right across
the continent ,” commented
Doug Godden , Lead Economist
at Oxford Economics and author
of the report . “ What ’ s more ,
providing sporting action to
audiences for free has great value
to the public of the countries in
which EBU Members operate .”
The economic footprint of EBU
Member sports broadcasting can
be broken down into three main
areas :
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• Direct impact : PSM production and broadcasting of sports content contributed approximately € 0.9 billion to the GDP and employed over 5,000 workers . Each worker generated an estimated economic value of € 166,000 , significantly above the regional average .
• Indirect impact : EBU Members ’ spending on goods and services , including cameras , media rights , catering , and editing services , stimulated an additional € 2.7 billion in GDP and supported over 38,000 jobs across the region . Notably , spending on sports rights played a key role in driving this impact .
• Induced impact : The economic activity generated by the wages paid to EBU Member employees and those in their supply chain led to a further € 1.4 billion contribution to GDP and supported an additional 16,420 jobs . As well as providing broader economic advantages such as leveraging additional income streams for sports through sponsorship , advertising revenue and event hosting fees ( and often stimulating local tourism from visiting sports fans ), FTA media exposure can also help grow and expand the fan base of ‘ emerging ’ sports , leading to increased gate receipts and merchandising .
The report also reinforces how PSM sports coverage is a catalyst for wider societal benefits such as promoting grassroots sports participation and health and wellbeing . The corresponding reduction in healthcare costs and productivity losses due to illness , shows the impact extending well beyond the playing field .
“ This report underscores how central public service media is to the sports ecosystem in Europe ,” said Glen Killane , executive director , Eurovision Sport . “ With a combined potential audience of 1 billion people , our Members ensure that sport has the best shop window in the world to inspire and encourage the athletes of the future . Supporting
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