Free streaming adoption grows across Europe, survey shows

Rakuten TV has launched Rakuten TV Enterprise, a unified brand for its business services that brings together advertising, content distribution and monetization solutions. The move is part of the company’s strategy to simplify the connected TV (CTV) landscape for advertisers, broadcasters, telcos and publishers.

The announcement coincides with Rakuten TV’s latest study, Unlocking New Audiences, which examines viewing habits across Europe. The research highlights strong growth in ad-supported streaming, with 66 percent of German respondents using AVOD (Ad-supported Video on Demand) or FAST (Free Ad-Supported TV) services weekly.

Enterprise framework connects advertisers and audiences

Rakuten TV Enterprise consolidates the company’s B2B activities, including ad sales, into one structure. The offering includes CTVision+, a premium publisher network that aggregates CTV inventory across Europe to provide brand-safe environments, targeted reach and transparent campaign delivery.

Edouard Lauwick, SVP, Media, EMEA, Rakuten TV: "Consolidating advertising under the Rakuten TV Enterprise brand is the kind of initiative advertisers, publishers, and content owners across Europe have been waiting for. By bringing together our combined expertise, scale, premium inventory, and best-in-class CTV technology, we empower our partners to fully capitalize on the opportunities presented by the rapid growth of CTV."

Viewers turn to free, ad-supported models

The Unlocking New Audiences survey, conducted in Spain, France, Germany and Italy, shows that 71 percent of respondents use AVOD or FAST services at least weekly. Of these, 44 percent no longer watch linear TV, while 25 percent do not subscribe to paid streaming services.

In Germany, 24 percent of respondents who use AVOD or FAST platforms have stopped watching traditional TV, and 23 percent no longer use subscription-based services. Advertising is generally well accepted, with 82 percent of German viewers describing themselves as very satisfied, satisfied, or neutral regarding the volume of ads.

CTV adoption rises across Europe

Across Europe, 78 percent of consumers value free content even when supported by advertising, and 62 percent report satisfaction with the quality of films and series available. Advertising tolerance remains strong, with 76 percent describing the ad experience as positive or neutral.

The findings indicate that CTV adoption continues to grow rapidly, creating opportunities for advertisers to reach audiences who are shifting away from both linear and subscription-based viewing. Rakuten TV positions its Enterprise division as a solution to address industry concerns around measurability, transparency and accountability in this evolving ecosystem.

www.rakuten.tv

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