Observed Signal · Sep 30, 2026 · Report Release · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
CTV Ad Consumption Grows Across Europe
FreeWheel, a Comcast company, released its Video Monetisation Report for the first half of 2026, revealing that Connected TV (CTV) now accounts for 53% of premium video ad views in Europe, up from previous periods. Premium video ad views overall increased 20% year-over-year, and programmatic CTV ad views grew 44%. Live programming's share of ad views rose to 32% from 25% in the second half of 2025. The report, based on aggregated data from the FreeWheel platform, highlights the shift toward streaming and programmatic buying, with broadcasters integrating linear and digital inventory. It also notes improvements in data availability and transparency, with enriched data increasingly incorporated into bid requests. Emmanuel Josserand, Senior Director at Comcast Advertising, emphasized the growing opportunity for advertisers and the need for broadcasters to evolve their streaming and programmatic strategies.
The report provides key industry data on CTV ad consumption trends in Europe, indicating significant growth in programmatic CTV and live streaming ads, which is highly relevant for AdTech stakeholders.
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Key Takeaways & Evidence Grounding
- CTV accounted for 53% of premium video ad views in Europe in H1 2026.
- Premium video ad views in Europe increased 20% year-over-year in H1 2026.
- Programmatic CTV ad views grew 44% year-over-year in H1 2026.
- Live programming's share of ad views rose to 32% in H1 2026, up from 25% in H2 2025.
- The report is based on aggregated data from the FreeWheel platform covering Europe.
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FreeWheel: CTV Now 50% of European Ad Views
FreeWheel (a Comcast company) published its 2H 2025 Video Marketplace Report based on aggregated advertising data from its platform. The report finds CTV dominating video ad delivery — 86% of ad views in the US and 50% in Europe (YoY growth +11% US, +33% Europe) — with live programming accounting for 25% of CTV ad views. Europe ad views grew +23% for the sixth consecutive report. Programmatic ad views expanded strongly (US +28%, Europe +38% in H2 2025) and unique programmatic advertisers rose +21% YoY. The report flags a metadata transparency gap: 'AppBundle' and 'Genre' are the most-used metadata fields while other enrichment markers remain under-adopted. FreeWheel highlights the role of AI — including AI-powered CTV buying platforms and 'agentic AI' — in automating workflows and improving publisher-advertiser interoperability.
Automation and Data Drive CTV Growth in Europe
Connected TV (CTV) has become the dominant channel for premium video advertising in Europe, accounting for 50% of Ad Views in H2 2025, according to Freewheel’s Video Marketplace Report. The report, based on aggregated Freewheel platform data across the US and selected European markets (Germany, France, Spain, UK), finds total premium-video Ad Views up 11% year-on-year, with Europe growing 23%. European CTV Ad Views rose 33% (vs. 11% in the US). Programmatic activity expanded strongly (programmatic Ad Views +38% in Europe), though programmatic still represents a minority of premium-video delivery (22% Europe, 33% US). The analysis highlights metadata, automation and agentic AI as key drivers, and notes live content represents 25% of CTV Ad Views in Europe.
FreeWheel Video Monetization Report: 1H 2026
This VMR explores how streaming growth is delivering value for publishers, outcomes for advertisers, and relevant ad experiences for viewers.
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