Across Europe, fragmented consumer journeys are now the norm, and this year's research sets out what media planners can do differently in order to reach the modern TV viewer.
Among its key insights:
It's the point at which discovery happens and where viewing decisions are shaped. Nearly 9 in 10 respondents use the home screen to decide what to watch next.
Five apps on average were used per household across 2025, while total app launches rose by 8% y-o-y. Younger viewers are the most fragmented, using 21% more apps on average and moving between subscription and free platforms.
They are 88% more likely than average to follow home screen recommendations and 135% more likely to look up products in TV ads. When they watch TV, they rarely watch alone: 72% of gamers watch in groups of two or more.