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Hybrid viewing is the European norm
TV & Connected TV planning & buyingTV & Connected TV audiencesUnited Kingdom
CTV adoption among European households has increased by 30% from 2020, meaning four in five households can now be reached by CTV, a new study reveals.
Why it matters
With more than three quarters of European audiences watching CTV, this channel is now an essential element of TV planning for advertisers, the more so since CTV yields greater results than social media or traditional TV when it comes to engagement.