New Life of the Living Room 2025

Welcome to the 4th edition of RTL AdAlliance’s exclusive research on video consumption.​

Viewer habits are constantly evolving and the lines between digital and legacy media are becoming more and more blurred. With so much happening, it’s tempting to simplify things—to group everything under one big ‘CTV’ umbrella. But is that really the right approach?​

This year we expanded our geographical scope and included Austria, Switzerland, and Poland. We now cover 14 markets in Europe. We love this country-specific granularity: let’s embrace European diversity! We also maintained the US as a key comparison point.