- 2021年12月14日

OTT and linear TV: Consumer behaviour insights and synergies for advertisers to capitalise on

In this report we look at TV viewing behaviour in the UK and Germany, and assess how OTT and linear TV share the space on Connected TVs.

Specifically, we ask: Do consumers who adopt OTT do so at the expense of linear TV? Or does OTT complement their daily TV viewing diet? How does the content being watched on OTT services differ from the content watched on Linear TV? And do the differences reflect divergences in preferences between OTT viewers and linear TV viewers? Or are they a consequence of different content being on offer on different platforms? What roles do different forms of content play in attracting and retaining audiences?