Second Edition of “The New Life of the Living Room” Research Now Available for Download

TL;DR: Download the 2023 edition of The New Life of the Living Room.

As Europe’s leading adtech company, we understand that innovation is not just about pushing the limits of what’s possible from a technology perspective. It also involves responding to the evolving viewing experience and the opportunities and challenges this presents to everyone in the advertising delivery chain. Broadcasters, publishers, and advertisers can now leverage a wide range of adtech features — from targeted ad delivery that protects user privacy to cross-device ad storytelling for increased engagement. The findings from this research can help these players choose the right products to reach their business goals.

The evolution of video content consumption 

The way we consume video content is in a constant state of transformation. We no longer have to watch shows according to a broadcaster’s set schedule or watch the same TV programme as the rest of our household on the ‘big screen’ in the living room. Continuing advances in technology and a proliferation of devices and platforms mean we now have full control over what we watch, when, where, and how we watch it. We can choose from a wide variety of internet-connected viewing devices and, once on those devices, select from a vast line-up of content, live or on-demand. We can also opt to pay for ad-free content, pay less in return for watching ads, or consent to sharing data to receive targeted ads. Each of the decisions we make has an impact on TV advertising — which is itself constantly evolving as new adtech solutions arrive to maximise the performance of on-screen ads.

The state of Connected TV across Europe 

For anyone working in the TV advertising delivery chain, an in-depth understanding of the viewers’ choices is essential. Providing this definitive information — with European households in focus — is why we embarked on The New Life of the Living Room research project in 2022, and for the same reason, we returned to carry out new research in 2023, updated to reflect the latest market developments.

The second edition of The New Life of the Living Room report, now available to download, presents the results of this brand-new round of exclusive research. Commissioned in partnership with RTL AdAlliance and Ad Alliance Netherlands, the new research saw 8,500+ people participating across ten European countries and revisited key questions regarding device usage, viewing habits, and attitudes towards advertising. The 2023 report reveals the results and draws out any trends on questions such as:

• What devices do European viewers own and use?
• How does TV fit in with other home-based activities?
• How do European viewers react to advertisements?

Once again, the report dives into the most pertinent topics currently impacting the market. While last year’s research included questions on how the pandemic had altered viewing habits, the 2023 study featured timely new questions, including:

• Is inflation impacting household spend on video content?
• Are European viewers interested in cheaper, ad-supported content offerings?
• What genres are European viewers watching across the different available platforms/channels?

The report also takes an in-depth look at three target groups and each of the ten European countries surveyed. Finally, it highlights the key factors to consider when planning a media strategy in today’s viewing environment.

The New Life of the Living Room is a must-read for advertisers, publishers, and broadcasters who seek to better understand the current European CTV advertising space and develop effective strategies that achieve their business objectives.

If you would like a printed version of the report, contact marketing@smartclip.tv.