Streaming Wars UK: How CTV is shaping the future of content consumption

01/26 By IAS team
CTV Steaming Wars


It’s no secret that Connected TV (CTV) adoption has skyrocketed in recent years. Consumers are drawn in by the ability to watch their favourite content on devices and subscribe to streaming services that meet their preferences and budget.

But what are the most preferred devices and platforms? We surveyed 514 UK consumers about their CTV usage and preferences when it comes to paying for subscription services.

As brands prepare for a CTV-centric future, understanding how consumer streaming behaviours have changed and what the future holds will be critical.

Download our Streaming Wars report and get insights into UK consumer preferences for CTV devices and ad-supported streaming services, alongside how IAS powers holistic measurement across devices.


Download the Report