Men watch more linear TV, because of the sports coverage that is there, than women. As more sports rights move to connected TV, that difference disappears.
That is what the researchers at KINESSO expect, who, on behalf of the ShowHeroes Group, surveyed the viewing behaviour of linear and connected TV (CTV) in the Netherlands and five other European countries. They presented their findings today.
Another notable finding in the research report is that women and Gen Z dominate the CTV market. Gen Z and Millennials continue to be the biggest users of CTV, with more than fifty percent of them exclusively using this viewing method, while Baby Boomers remain loyal to linear TV.
More than 86 percent of Europeans prefer connected TV above linear tv.
Tim Samsom of ShowHeroes Netherlands: “What I notice is that many advertisers assume that CTV is watching subscription video on demand content such as Netflix or Amazon Prime, but it is much broader than that. It also includes watching content via other free, ad-supported services such as Samsung TV Plus. It is precisely on these types of unpaid services that advertisers have the opportunity to reach these 63 percent of CTV viewers.”
The Netherlands watches live linear television 45 percent of the time.
Photo: Norbert Braun, Unsplash
Source: www.emerce.nl
