Almost 6 out of 10 Greeks watch TV or videos on the Internet. How are things going in Europe?

According to Eurostat, among people aged 55 to 64 years, 52% used the Internet for TV streaming/interactive TV.

Advertising platform Magnite's latest research, The New Era of Streaming TV: How Advertising Is Shaping the Future of Streaming in the EU5, shows that streaming TV, which includes TV content streamed over the internet on any device, is now the most watched form in the UK. .

As streaming offerings expand to match audience growth, the study found that Most viewers, 82%, watch some form of ad-supported content.

“Streaming TV has exploded in popularity during the pandemic, and our research shows the trend has accelerated,” says expert Sam Wilson. – In fact, it is now the most popular form of television throughout the UK. What's perhaps more interesting is that consumers trust advertising in the premium medium that television offers more than social media. As advertisers face increased scrutiny on how to spend ad budgets wisely, they too should pay more attention to streaming TV.”

According to Eurostat, the percentage of Greek citizens who watched television or streaming video in 2022, below the European average. Potostreaming media or streaming is multimedia that the user continuously receives from the broadcast provider. For the year in question, the percentage of the population EU of those aged 16 to 74 who watched TV or online videos reached 65%. Finland has the highest percentage – 93%, followed by the Netherlands (90%) and Denmark (89%). At the other end of the spectrum: 34% of Romanian citizens watch TV or video online, 40% in Bulgaria and almost 50% in Slovakia.

In 2022, online streaming habits have revealed a generation gap in the EU. Streaming was especially popular among young people: 86% of people aged 16 to 24 used the Internet. And another 81% of people aged 25 to 34 used the World Wide Web to stream TV or video.

And vice versa, with increasing age, number of people interested in streaming, decreases. Among people aged 55 to 64, 52% used the internet for streaming, while among people aged 65 to 74, only 33% did the same. Key findings from the UK Magnite study:

• Streaming is the most watched form of television, with 82% of those surveyed citing it as their preference, compared with 49% choosing broadcast and 39% watching traditional pay TV.
• Consumers are reconsidering their streaming subscription packages as a result of macroeconomic pressures. 45% of subscribers indicated they would downgrade or cancel their streaming TV subscription, while 77% said they would use a new free or low-cost ad-based streaming service this year.
• Television offers a premium medium that cannot be replicated by social media, which is dominated by user-generated content. 82% of ad-supported streamers said they trust advertising in TV content, compared to 52% of viewers who find social media advertising trustworthy.
• Exposure to brands across multiple devices predicts purchase intent. 72% of ad-supported streamers are more likely to make a purchase from a brand they interacted with across multiple devices, compared to 63% of traditional TV viewers.

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