Observed Signal · Apr 8, 2026 · Market Research · Source: Adzine · Impact: 3/5 · Sentiment: Positive
Study: TV Remains Europe’s Primary Video Screen
RTL Ad Alliance’s fifth "The Living Room Study," based on a Norstat online survey (19 Jan–4 Feb 2026) of more than 15,000 Europeans aged 18–64 across 15 European countries (with first-time inclusion of the US, China and Hungary), finds that traditional television continues to dominate video consumption in Europe. Key results: 90% of Europeans have a TV in the household, 64% use it daily for video, and 83% primarily consume video in the living room. Streaming services are widely used on TVs (71% weekly), BVOD uptake and live viewing via BVOD have grown, but linear TV remains the direct entry point for 48% of viewers. The study highlights structural differences between Europe and markets such as the US and China, with longer-form and living-room viewing stronger in Europe.
Large, multi-country industry study showing that TV/Big Screen remains the dominant video medium in Europe and that BVOD and streaming on TV are significant — implications for video ad planning, CTV strategies, and broadcaster monetization.
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Key Takeaways & Evidence Grounding
- RTL Ad Alliance published the fifth edition of "The Living Room Study."
- Norstat conducted a quantitative online survey from 19 January to 4 February 2026 with more than 15,000 respondents aged 18–64 across 15 European countries; the US, China and Hungary were also included for the first time.
- 90% of surveyed Europeans have a TV device at home; 64% use the TV daily for video content.
- 83% of respondents primarily consume video in the living room; Europeans show a stronger living-room preference than the United States.
- 71% use streaming services at least weekly on the TV; BVOD usage and live viewing via BVOD have increased, while 48% still start video consumption via linear TV.
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