The European premium video advertising market is entering a new phase of maturity, driven by the rapid growth of connected TV (CTV) consumption and the increasing adoption of programmatic ad delivery. According to FreeWheel’s 1H 2025 Video Marketplace Report, ad views on CTV devices surged by 31% year-over-year in Europe, far outpacing the 8% growth in the U.S. and highlighting the pivotal role of large screens in the streaming ecosystem across the continent.
FreeWheel reports that overall programmatic ad views grew by 44% in Europe compared to the first half of 2024, with programmatic now accounting for 19% of all ad traffic in the region. Notably, the share of programmatic delivery within live content rose to 29%, up 10 percentage points year-over-year. This growth aligns with the rise of FAST (Free Ad-Supported Streaming Television) channels, which now number over 1,600 globally, and the increasing digitalization of live sports broadcasting.
The latest data also reflects a broadening of the advertiser base. The number of unique advertisers leveraging programmatic delivery grew by 14%, while ad views from new programmatic advertisers increased by 29% year-over-year. This diversification underscores the appeal of automated ad buying for both large brands and small to mid-sized enterprises seeking efficient access to premium inventory.
Device usage patterns also reveal a more balanced media consumption landscape in Europe. While CTV was the leading platform for ad views (48%), set-top-box video on demand (STB VOD) devices captured 29% of programmatic traffic—a stark contrast to the U.S., where STB VOD accounts for less than 0.5%. This discrepancy reflects regional differences, particularly France’s strong IPTV infrastructure.
The report notes that 58% of programmatic targeting in Europe relies on behavioral data, suggesting a shift toward more sophisticated audience segmentation. Additionally, innovative ad formats are gaining ground, with 56% of European viewers exposed to native ads—the most popular emerging format in the region.
The data supports broader trends highlighted by Advanced Television, which noted that CTV ad views in Europe rose 31% year-over-year in the second quarter of 2025. This reinforces the importance of connected devices in driving ad revenue across premium streaming environments.
As publishers invest in refining metadata, shortening auction times, and optimizing targeting strategies, the programmatic ecosystem in Europe is poised for further expansion. With AI integration on the horizon and live content opportunities continuing to grow, programmatic is set to play an increasingly central role in the monetization strategies of content owners and distributors across the continent.
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