Teads’ UK CTV Pulse 2025 report reveals that British viewers are increasingly gravitating toward ad-supported video-on-demand (AVOD), which captured 42 percent of viewing share in 2025—a seven‑point year‑over‑year rise—surpassing both broadcaster VoD (BVOD) and subscription VoD (SVOD), each at 36 percent. The shift highlights growing consumer appetite for ad-funded content across screens. Interactive ad formats are gaining traction, with 10 percent of UK viewers indicating willingness to scan a QR code in a TV ad. This proportion rises to 24 percent among 18–24‑year‑olds. Meanwhile, 15 percent of 18–24s and 14 percent of 25–34s express readiness to add products to a shopping basket using interactive CTV ad features (Teads UK UK CTV Pulse Survey).
Sports remain a big-screen cornerstone: 73 percent of all UK viewers prefer watching sports on a large screen, and 34 percent opt to stream via smart TVs, set‑top boxes or connected devices. Among younger viewers, 33 percent of 18–24‑year‑olds still choose smartphones for sports streaming (Teads UK UK CTV Pulse Survey).
On the advertiser side, Teads data shows a 20 percent year‑over‑year increase in marketers valuing CTV’s ability to reach younger audiences on the big screen, alongside enhanced targeting and contextual mapping capabilities. Access to quality content is cited as an advantage by 37 percent of marketers, with 34 percent highlighting retail integration opportunities. Yet significant barriers persist: 58 percent of marketing decision‑makers say they never include CTV advertising in their strategy (down slightly from 61 percent in 2024), and 20 percent report misunderstanding CTV as a key investment barrier (Teads UK UK CTV Pulse Survey).
Dan Black, Head of CTV at Teads UK, comments: “In a world where attention has increasingly become a commodity, driven by the fragmented nature of the digital space, TV remains a powerhouse for delivering captive audiences, whether the content is streamed or broadcast. It’s clear that ad‑supported streamed TV is becoming foundational for building brand equity, as more UK households stream content on smart TVs and internet‑enabled devices, while traditional linear viewership continues to decline. Consumers’ preference for ad‑supported platforms, combined with the ability to engage younger audiences, creates new opportunities for advertisers to build brands across screens.”
Conducted online by YouGov between April 24 and 25, 2025 among a representative sample of 2,111 UK adults, with an additional 503 marketing decision-makers surveyed between April 24 and 28, the report provides a comprehensive snapshot of evolving consumer behaviour and advertiser sentiment toward CTV in the UK.
The data underscores a clear inflection point: as consumers migrate toward AVOD and embrace interactive ad experiences, advertisers are presented with untapped big-screen opportunities—yet adoption lags due to lingering knowledge gaps. Brands that can bridge this divide stand to gain in reach, targeting precision, and engagement at scale.
Related News
