CTV reaches 53% of European premium video ad views

Connected television generated fifty-three percent of Europe's premium video advertising views during the first half of twenty twenty-six, according to FreeWheel.

“Connected television generated fifty-three percent of Europe's premium video advertising views during the first half of twenty twenty-six, according to FreeWheel. Across the region, total programmatic video advertising views rose forty-four percent year over year, showing automated buying expanding alongside connected viewing. For broadcasters, the shift places addressable inventory, measurement and streaming distribution at the centre of premium video monetisation strategies. Advertisers now need television-scale creative and controls built for fragmented platforms, while publishers must prove reach without losing pricing power.”