Europe: CTV ad views grew in 2023

Ad views across digital premium video in Europe and the U.S. overall saw an 8% total increase during the second half of 2023, with a 17% growth in Europe compared with 6% in the U.S., according to the FreeWheel Video Marketplace Report.

Audiences in the U.S. and Europe have different behaviors when choosing a preferred viewing device. 82% of U.S. viewing occurs on large screens, primarily CTV. Meanwhile, Europe sees an even split between small (47%) and large (53%) screens, with set-top box devices continuing to be prevalent across the region. CTV ad views increased as a proportion in H2 2023 in both regions and especially so among European audiences, with growth of 24% versus the same period in 2022 while the US experienced a rise of 10%.Programmatic ad views in the U.S. overwhelmingly occur on large screens (87%), while programmatic ad views in EUR expand small screens usage to 60%, partly due to an increase in mobile.

According to FreeWheel, differences in consumption remain between the two markets. The vast majority of general ad views (82%) happen on larger screens for U.S. audiences, with CTV making up 84% of American live ad views. Europe on the other hand saw an even split between large (53%) and small screens (47%). Regional variations in live ad views also relate to progress in programmatic trading and the use of FAST channels, with the U.S. seeing 38% of live ad views transacted programmatically and FAST channels accounting for 25% of distribution, compared to 22% and 7.5% in Europe respectively, according to FreeWheel. Overall, programmatic ad views grew 50% year-on-year in Europe.

For live content viewing, device usage varies between the U.S. and Europe. However, real-time engagement beyond the primary screen remains a commonality. Major live streaming events create unique opportunities for publishers and advertisers because of the uptick in social media engagement, live sports betting, and more. According to Deloitte’s 2023 Sports Fan Insights survey, 58% of U.S. viewers participating in sports betting use mobile or desktop devices to place bets while simultaneously viewing the live games. Additionally, 44% of survey respondents said they research sports statistics during live sporting events, while many scroll through related sports content on social media.

The real-world time of live events proposes a distinct value proposition for both publishers and advertisers to engage audiences across multiple screens.