Teads UK CTV Pulse 2025 Reveals 42% of UK Consumers Prefer Ad-Supported Streaming Services
by on 1st Aug 2025 in News
UK consumers are increasingly opting for ad-supported streaming services over ad-free subscription-based services, according to new research from Teads UK.
The new UK CTV Pulse 2025 reveals that 42% of viewers choose to watch via AVOD (ad-supported video on demand) services, a 7% year-on-year increase. This is ahead of both BVOD (broadcaster video on demand) services and SVOD (subscription-based video on demand) services.
Dan Black, head of CTV at Teads UK, said: "In a world where attention has increasingly become a commodity, driven by the fragmented nature of the digital space, TV remains a powerhouse for delivering captive audiences, whether the content is streamed or broadcast."
"It’s clear that ad-supported streamed TV is becoming foundational for building brand equity, as more UK households stream content on smart TVs and internet-enabled devices, while traditional linear viewership continues to decline."
"Consumers’ preference for ad-supported platforms, combined with the ability to engage younger audiences, creates new opportunities for advertisers to build brands across screens."
The research has also found that younger streamers in the UK are more likely to engage with interactive features in CTV ads, such as QR codes, virtual try-ons or activating a brand's Alexa skill while watching an ad on a big screen. Additionally, younger demographics are willing to add products to a shopping basket when watching a CTV ad.
At the same time, Teads’ data shows that more marketers value CTV’s ability to reach younger audiences on the big screen as well as advanced targeting and contextual mapping capabilities. Furthermore, over a third of marketers cite access to quality content and retail opportunities as key benefits of the CTV.
Yet, CTV Pulse highlights that the majority of marketing decision-makers say they never include CTV advertising in the marketing strategy, and two in ten see the lack of understanding of CTV as a key barrier to investing more.
Teads’ UK CTV Pulse dives into consumer behaviour and attitudes, offering a better understanding of how people are watching TV and how they feel about ads within these environments. The full report can be found here.
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