According to a recent study, UK CTV audiences are amongst the most advanced in Europe. Key market enablers are in place to
support high levels of CTV viewing, such as fast and widespread broadband access, which Statista measured at 79% in 2019, as well as increased consumer awareness. CTV penetration is higher than the European average at 1.41, and consumers show a preference for the enhanced user experience that CTV viewing facilitates. CTV has been enthusiastically adopted by all age and socioeconomic groups across the UK. The British audience is richly diverse and watches CTV on a regular basis. CTV is nationally embraced. Neither geographic location or household income influence CTV viewing behaviors.