The Big Shift: Wave II (UK) study investigates consumer behavior and perception towards Connected TV and Ad-Supported Streaming TV. The study indicates a decline in linear TV viewership, with 26% of participants reporting decreased consumption compared to the previous year.
Furthermore, the study underscores the increasing inclination towards Ad-Supported TV as 68% of respondents display a preference for streaming free, ad-supported content rather than opting for paid subscriptions—8% higher relative to the US. In fact, nearly a quarter of the respondents allocate 2-5 hours per week to watching free, ad-supported TV apps. Additionally, 20% of UK TV viewers are contemplating removing subscription CTV services in the next 12 months, while 13% expressed they will add free ad-supported CTV services. To read the full study, download the report below.