{"id":301166,"date":"2021-02-17T05:00:00","date_gmt":"2021-02-17T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/staying-connected-with-ctv-streaming-wars-uk\/"},"modified":"2025-05-21T17:04:45","modified_gmt":"2025-05-21T17:04:45","slug":"staying-connected-with-ctv-streaming-wars-uk","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/staying-connected-with-ctv-streaming-wars-uk\/","title":{"rendered":"Staying Connected with CTV &#8211; Streaming Wars UK"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">Over the last year, we\u2019re all guilty of binge watching our favourite TV shows. Stay-at-home orders have got us couching on the sofa, flicking through recommendations and hitting play like never before!\u00a0<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Connected TV (CTV) devices are in more UK homes than ever before. CTV is a smart TV or a device connected to a TV that allows the delivery of streaming video content through the internet. CTV devices provide viewers with a selection of content they want to watch, when they want to watch it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But how can marketers tap into this potential? And what do consumers consider when it comes to streaming platforms and video-on-demand services on CTV devices?<\/span><\/p>\n<p><b>Key findings<\/b><\/p>\n<p><span style=\"font-weight: 400;\">IAS undertook its Streaming Wars UK study to uncover UK consumer preference of digital video consumption. When it comes to the use of CTV devices and preference of streaming platforms, here\u2019s what IAS found out:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The overwhelming majority (90%) of UK consumers have access to a CTV device.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Almost two-thirds (64%) prefer smart TV over an external box or stick to access streaming services.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Seven out of ten consumers (70%) prefer to watch video streaming content via smart TV.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Nearly three-fifths (58%) watch video streaming content via their mobile device.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Half of consumers (50%) second-screen while streaming video, using their mobile phone as a secondary device.<\/span><\/li>\n<\/ul>\n<p><b>Potential for marketers\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">UK consumer consumption through CTV devices suggest that CTV will continue to see unprecedented growth in 2021. This was evidenced in the IAS <\/span><a href=\"https:\/\/integralads.com\/uk\/insider\/industry-pulse-digital-trends-report\/\"><span style=\"font-weight: 400;\">2021 Industry Pulse Report<\/span><\/a><span style=\"font-weight: 400;\">, which highlights the priorities amongst advertising professionals. The report found that nearly 9 in 10 (88%) ad industry experts agree that advancements in digital video and CTV technology will only accelerate the shift in ad spend from linear TV to digital this year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s a huge appetite for CTV amongst marketers to hone in on the effectiveness of ad campaigns. For advertisers, CTV offers higher quality ad placements through enhanced targeting and richer data insights. IAS was the first partner to work directly with the largest video publishers to validate that video ads are viewable, fraud free and brand safe when running across CTVs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For more information, read the full <\/span><span style=\"font-weight: 400;\">Streaming Wars UK<\/span><span style=\"font-weight: 400;\"> study or find out about <\/span><a href=\"https:\/\/integralads.com\/insider\/video-a-reel-advertising-opportunity\/\"><span style=\"font-weight: 400;\">IAS video capabilities<\/span><\/a><span style=\"font-weight: 400;\"> now.<\/span><\/p>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over the last year, we\u2019re all guilty of binge watching our favourite TV shows. Stay-at-home orders have got us couching on the sofa, flicking through recommendations and hitting play like never before!\u00a0 Connected TV (CTV) devices are in more UK&#8230;<\/p>\n","protected":false},"author":1,"featured_media":294086,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[281,290,272,288],"tags":[],"class_list":["post-301166","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ctv-video-uk","category-insights-uk","category-research-uk","category-resources-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Staying Connected with CTV - Streaming Wars UK - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Find out what matters for consumers when it comes to streaming platforms and video-on-demand services on CTV devices.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/staying-connected-with-ctv-streaming-wars-uk\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Staying Connected with CTV - Streaming Wars UK\" \/>\n<meta property=\"og:description\" content=\"Find out what matters for consumers when it comes to streaming platforms and video-on-demand services on CTV devices.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/staying-connected-with-ctv-streaming-wars-uk\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-02-17T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-21T17:04:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Streaming_Wars_UK_social_02.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"627\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/staying-connected-with-ctv-streaming-wars-uk\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/staying-connected-with-ctv-streaming-wars-uk\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Staying Connected with CTV &#8211; 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