Screen time: TV remains powerhouse for targeting Brits

UK consumers are increasingly opting for ad-supported streaming services over ad-free subscription-based services, although TV remains a force to be reckoned with for delivering captive audiences, whether the content is streamed or broadcast or the screen is big or small.

That is according to the UK CTV Pulse 2025 study from Teads UK, which reveals that 42% of viewers choose to watch via AVOD (ad-supported video on demand) services, a 7% year-on-year increase.

This is ahead of both BVOD (broadcaster video on demand) services at 36% (+6% YoY) and SVOD (subscription-based video on demand) services at 36%.

The research has also found that younger streamers in the UK are more likely to engage with interactive features in CTV ads, such as QR codes, virtual try-ons or activating a brand’s Alexa skill while watching an ad on a big screen.

Overall, 10% of UK viewers are willing to scan a QR code in a TV ad, which increases to 24% for those aged between 18 and 24 years old.

Other interactive tools are welcomed by younger demographics, with 15% of UK 18- to 24-year-olds and 14% of 25- to 34-year-olds willing to add products to a shopping basket using interactive features in CTV ads.

There is also a major big-screen advertising opportunity around big sporting events, with 73% of UK viewers preferring to watch sports on a big screen and 34% of viewers across all age groups opting for watching via a smart TV, set-top box or streaming device at home.

However, preferences vary by streamers’ age, with a third (33%) of 18- to 24-year-olds opting to watch sports on their smartphones.

With the Wimbledon Championship Final and the UEFA Women’s Euros already proving to be a success with 8.8 million and 4.2 million viewers (England v Wales) respectively, further opportunities are on the cards with The Ashes and the Women’s Rugby World Cup.

Teads’ data shows that more marketers value CTV’s ability to reach younger audiences (+20% YoY) on the big screen as well as advanced targeting and contextual mapping capabilities (+20% YoY). Furthermore, 37% of marketers cite access to quality content as CTV’s advantage, and 34% name retail opportunities.

Yet, Teads’ data highlights that 58% (down from 61% in 2024) of marketing decision-makers say they never include CTV advertising in the marketing strategy, and 20% of marketing decision-makers see the lack of understanding of CTV as a key barrier to investing more.

Teads UK head of CTV Dan Black said: “In a world where attention has increasingly become a commodity, driven by the fragmented nature of the digital space, TV remains a powerhouse for delivering captive audiences, whether the content is streamed or broadcast.

“It’s clear that ad-supported streamed TV is becoming foundational for building brand equity, as more UK households stream content on smart TVs and Internet-enabled devices, while traditional linear viewership continues to decline.

“Consumers’ preference for ad-supported platforms, combined with the ability to engage younger audiences, creates new opportunities for advertisers to build brands across screens.”