CTV DRIVES MORE THAN HALF OF EUROPE’S PREMIUM VIDEO AD VIEWS

Connected TV has become the dominant driver of premium video advertising in Europe, accounting for 53 percent of all premium video ad views in the first half of 2026, according to FreeWheel’s latest Video Monetisation Report. The biannual study from the Comcast‑owned advertising technology company shows that Europe’s shift toward CTV and streaming is reshaping the continent’s video advertising landscape, with programmatic buying playing an increasingly central role.

Across Europe, total premium video ad views grew 20 percent year over year, while the United States recorded a 12 percent increase. The report highlights that CTV’s share of European ad views has doubled since 2023, driven largely by broadcasters integrating linear and digital inventory and by the rapid expansion of AVOD and BVOD platforms. This shift is also reflected in programmatic CTV growth, with ad views rising 9 percent year over year in Europe and 10 percent in the U.S.

The buyer base is expanding as well. FreeWheel reports a 25 percent increase in the number of unique advertisers using automated buying across both regions, signalling that programmatic access to premium video is no longer limited to large brands. France stands out as one of Europe’s fastest‑moving markets, with programmatic CTV ad views up 46 percent year over year and now representing nearly half of all premium video delivery in the country.

The first half of 2026 also saw a notable shift toward live programming in Europe. Live ad views rose from 25 percent in the second half of 2025 to 32 percent in the first half of this year, boosted by a dense summer sports calendar and the strong co‑viewing appeal of live events. FreeWheel notes that live content continues to outperform in engagement and completion rates, reinforcing its value for advertisers seeking high‑impact placements.

Addressable advertising is expanding on both sides of the Atlantic as data availability improves. More than half of bid requests now include enriched data fields, with “Genre” appearing in 57 percent of them. Targeted‑audience ad views grew 11 percent in Europe and 5 percent in the U.S., reflecting growing demand for more precise and privacy‑compliant targeting.

The report also underscores the strength of premium video engagement. Completion rates across pre‑roll, mid‑roll and post‑roll formats exceeded 90 percent on the three most popular CTV sub‑devices, demonstrating that premium environments continue to deliver high‑quality attention even as supply‑chain automation increases.

Emmanuel Josserand, Senior Director of Brand, Agency and Industry Relations at Comcast Advertising, said the findings show how CTV and streaming are opening the door to a broader range of advertisers. He argued that programmatic access to premium inventory is enabling businesses of all sizes to compete, but warned that European broadcasters must continue evolving their streaming and programmatic strategies to keep pace with an increasingly AI‑driven media environment.

“We are seeing CTV and streaming opening up a bigger, more accessible opportunity for advertisers,” Josserand said. “To unlock the full potential of this opportunity, European broadcasters must continue to evolve their streaming and programmatic strategies and build the scale, simplicity and flexibility needed to thrive.”

The full Video Monetisation Report for 1H 2026 is available at FreeWheel’s insights portal.

Source: broadbandtvnews.com