Connected TV adoption is continuing to grow across Europe, the Middle East, and Africa, with the UK leading the way in impression volume, up by 39% year over year in 2025, although fraud remains a major issue.
The findings are part of DoubleVerify’s newly released 2026 Global Insights report, Must-CTV: Streaming’s Shift From Promise to Performance, informed by proprietary measurement data spanning billions of impressions from protected campaigns globally.
The analysis also found that EMEA overall recorded 35% year-over-year growth in CTV impression volume, highlighting continued expansion in streaming TV consumption and advertiser investment across the region.
DoubleVerify VP of marketing, integrated marketing and analytics Collette Spagnolo said: “We are monitoring a growing volume of CTV impressions in every region where we operate. As the industry matures, CTV is becoming an increasingly important part of the video advertising mix alongside desktop, mobile app and mobile web.”
The findings also come as DoubleVerify continues monitoring rising fraud and media quality challenges across the global CTV ecosystem. DV’s Global Insights report found that CTV fraud schemes and variants increased 140% globally in Q1 2026 compared with Q1 2025, underscoring how fraudsters are scaling increasingly sophisticated operations alongside rapid streaming growth.
As streaming adoption and advertiser investment continue rising in the UK and across EMEA, maintaining media quality and transparency remains critical for advertisers.
“Media quality protections safeguard brand equity and media investment. They are designed to make every dollar of ad spend work harder by minimising waste, maximising return on investment and improving campaign performance. Without these protections, advertisers risk paying for impressions that simply don’t deliver value.”
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