Live content continues to thrive, especially on digital platforms, according to the FreeWheel Video Marketplace Report (VMR) for the second half of 2023. Publishers are capitalizing on high simultaneous viewership numbers during live events such as major sporting competitions and news broadcasts. The power of live video lies in its ability to engage audiences in real-time, creating unique monetization opportunities. Examples of such success include Amazon Prime's exclusive Thursday Night Football rights and simultaneous NFL coverage across Peacock and NBC, which reached 17.9 million viewers.
CTV usage saw significant growth, with ad views rising 10% year-over-year (YoY) in the U.S. and 24% in Europe (EUR). In the U.S., CTV is the leading platform for both live (84%) and VOD ad views (68%). Europe’s device mix is more diverse, with mobile and desktop accounting for a larger share of ad views compared to the U.S., but CTV is gaining momentum across both regions.
FAST channels have emerged as a significant player in digital ad viewership. In the U.S., they now account for 25% of all ad views, while in Europe, they represent a smaller yet growing share (7.5%). FAST channels offer real-time opportunities for advertisers, as seen in the sports genre, with platforms like DAZN and PGA Tour launching their own FAST services.
Programmatic ad views saw strong growth in both the U.S. and EUR markets. The U.S. reported a 17% YoY increase in programmatic transactions, while Europe experienced a 50% surge. Although the U.S. remains the larger adopter of programmatic transactions, this growth demonstrates that automation is becoming a critical part of the advertising ecosystem globally.
Programmatic ad views for live content are already being transacted 38% of the time in the U.S. and 22% in Europe. As publishers refine their programmatic capabilities, particularly in real-time environments, the industry expects to see even greater adoption moving forward.
The report highlights the clear differences in device usage for live streaming between U.S. and European audiences. In the U.S., 82% of viewing occurs on large screens (CTV), whereas Europe sees a nearly even split between small (47%) and large (53%) screens. This trend demonstrates how cultural and technological factors shape content consumption patterns in different regions.
Live streaming also promotes second-screen engagement, with 58% of U.S. sports fans placing bets or checking statistics on mobile devices while watching games live. This type of real-time engagement represents a significant opportunity for advertisers to leverage multiscreen strategies.
Despite a challenging macroeconomic environment, ad views across premium video content continued to rise, with an overall 8% YoY increase. The U.S. market grew by 6%, while Europe saw a remarkable 17% increase, driven by strong digital engagement in countries like France.
Live content continues to dominate the U.S. market, accounting for 59% of all ad views, while VOD represents 41%. In Europe, however, live ad views are significantly lower, representing only 19% of total ad views, with VOD accounting for the remaining 81%. This discrepancy can be attributed to the widespread availability of free linear broadcasts in many European countries.
Audience-targeted campaigns saw a sharp increase in both regions, with ad views growing by 76% in the U.S. and 25% in Europe. However, the approach to targeting varies. The U.S. favors behavioral targeting (61%), whereas Europe relies heavily on demographic targeting (68%). The differences reflect the contrasting regulatory environments and consumer privacy preferences in each region.
As the industry prepares for major events like the 2024 Paris Summer Olympics and the U.S. presidential election, live content will remain a critical component of the digital video landscape. Programmatic transactions, in particular, are expected to grow as publishers and advertisers capitalize on the unique opportunities presented by live, simultaneous engagement.
The growth in live streaming also points to the increasing complexity of managing programmatic ad delivery during high-traffic events. As programmatic tools become more sophisticated, they will offer advertisers the scale and precision needed to engage viewers across multiple screens.
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