Consumer habits around television and streaming consumption are rapidly evolving, indicating a shift toward free, ad-supported models. This is one of the key findings of Unlocking New Audiences, a study conducted in Spain, France, Germany, and Italy, the results of which were presented this week by the streaming platform Rakuten TV.
The analysis found that 75% of Spanish respondents watch AVOD (advertising-supported video on demand) or FAST (Free Ad-Supported TV) services at least once a week. Among them, 60%—the highest percentage among the countries surveyed—no longer watch traditional linear television. Additionally, 18% of AVOD/FAST viewers do not use SVOD (subscription-based) platforms at all.
As for the advertising experience, 70% of users said they are very satisfied, satisfied, or indifferent to the amount of advertising shown.
Overall, across all four countries analyzed, the report shows that 71% of respondents use AVOD/FAST platforms on a weekly basis, while 44% report no longer watching traditional television. Among AVOD/FAST users, 25% are not subscribed to any SVOD service, while 41% say they watch films or series they wouldn’t normally choose on traditional TV. The main reasons behind this behavior are free access—indicated as the top factor—and the variety of available content. Furthermore, 78% appreciate having free access even if it includes advertising, and 62% are satisfied with the quality of films and series offered on these platforms.
In addition to this report, Rakuten TV also presented A Clearer Picture, a study conducted in partnership with Bluestripe in the United Kingdom, focused on measurement and transparency in CTV (Connected TV) advertising—that is, ads delivered through internet-connected television devices such as smart TVs or gaming consoles. The study reveals that transparency and trust have now become the top priorities for UK advertisers, surpassing cost concerns. A total of 97% express concerns about transparency, with 42% identifying it as the main barrier to investment. One in three advertisers is worried about ad fraud and poor visibility, while only 28% say they are fully confident that their CTV ads are shown in fraud-free, fully viewable environments.
Ultimately, the findings confirm the growth of CTV and the increasing demand for more transparent, high-quality advertising environments.
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