A Roku-commissioned study of UK viewing habits indicates that ad-supported streaming now accounts for 52 percent of total TV consumption. The data suggests that 32 percent of streamers are unreachable via linear TV, while 67 percent of viewers report taking measurable actions after exposure to streaming advertisements.
The transition of ad-supported streaming from a secondary reach vehicle to the dominant TV format forces a total recalibration of UK media planning. As nearly a third of the audience abandons linear hardware entirely, advertisers can no longer treat digital as an incremental add-on but must view it as the primary gateway to the living room. This shift benefits platforms like ITVX and Disney+ that can offer both scale and the high conversion rates noted in the study. The ecosystem is moving toward a performance-heavy model where home screen discovery and interactive ad units drive direct commerce. Watch for whether FAST channel adoption, currently at 28%, accelerates to match the high penetration of broadcaster and subscription ad tiers.
Ad-supported streaming now accounts for 52% of total television viewing in the UK, according to a Roku-commissioned study. With 32% of streamers abandoning linear hardware, advertisers must shift focus to digital environments. This transition highlights the growing importance of platforms like ITVX and Disney+ in driving direct consumer commerce.
Ad-supported streaming now accounts for 52% of total television viewing in the UK.
Approximately 32% of UK streamers lack an aerial or satellite connection, making them exclusive to digital ad environments.
Yes, 67% of viewers report taking measurable actions, such as scanning QR codes or making purchases, after seeing ads on streaming services.
Ad-supported SVoD tiers like Disney+ reach 77% of the monthly streaming audience, while BVoD apps like ITVX reach 62%.
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