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The study confirms what many marketing professionals suspect: television viewing is changing. More than half of Europeans (52%) consider watching long-form content on YouTube via television as “watching TV”. Only 22% say the same about user-generated content. This proves that the device doesn’t matter, but rather the type and quality of content.
“Watching television” no longer means what it once did. Therefore, grouping all video views into a single metric is misleading. People distinguish between content types and formats – and this impacts their perception of advertising.
Source: RTL AdAlliance
Ad-supported streaming models are growing
In a time of rising prices and subscription fatigue, ad-supported free or cheaper services are growing in popularity. Nearly a third of Europeans are switching to these models. This means space for new advertising opportunities. For brands, it’s an opportunity to reach audiences effectively at lower costs. However, it’s necessary to monitor developments and seize the right moment.
Linear TV still dominates
Even as viewing forms fragment into smaller segments, 59% of Europeans choose traditional linear or archive content (BVOD) first when turning on the television. Especially for genres such as news, sports or entertainment, it still maintains a strong position.
For campaigns targeting large audiences or cultural moments, linear TV still holds value. Digital, however, provides flexibility and supplementary reach.
Source: RTL AdAlliance
TV Evolution: Expectations for TV adverts are higher
The survey shows a growing gap between trust in traditional media (radio, TV, press) and platforms like TikTok or YouTube. Trust in these older formats is increasing, which has a fundamental impact on brand perception and advertising safety.
It’s not just about content, but also about environment. In an era of misinformation, media credibility plays a key role in how strongly advertising resonates.
Source: RTL AdAlliance
Viewers have higher demands for advertisements on linear TV – 67% expect them to be informative, and more than half want an emotional or entertaining dimension too. In contrast, they are becoming frustrated with ads on YouTube. They rate them as disruptive, and viewers don’t like that there are too many of them.
Video content viewing requires simplicity and locality
As emphasised by both RTL AdAlliance and Publicis agency, the market needs simpler solutions and more flexibility. Global reach is still important, but real results come when content is adapted to the local context.
CTV is a current trend that is slowly but surely becoming a solid part of video strategy. Content quality, platform credibility, viewing context and local preferences – these are the variables that determine success today.
The fourth edition of the study The New Life of the Living Room was based on quantitative research conducted from 25 January to 7 February 2025. More than 12,500 respondents aged 18-64 from 15 countries, including all major European markets and the USA, participated in the online survey. In each country, 700 to 1,000 people responded, with selection made by quota method based on age, gender, region and employment status. Data collection was provided by Norstat.
