Study: Europeans Centre Video Habits Around Living Room TV

Why It Matters

The dominance of the living‑room screen reshapes advertising strategies, giving linear TV a unique credibility edge in Europe. Brands that ignore this hub risk missing the most trusted platform for reaching fragmented audiences.

Key Takeaways

• 83% Europeans watch video in living room
• Living room viewership 25 points higher than US
• Linear TV remains top destination on TV sets
• 71% use TV for streaming at least weekly
• Trust in linear TV ads exceeds social media

Pulse Analysis

Europe’s media landscape continues to orbit around the living‑room television, a pattern reinforced by RTL AdAlliance’s latest study. Unlike the United States, where mobile and bedroom viewing dominate, European households still favor a single, large screen for both on‑demand and live content. Decades of free‑to‑air broadcasting, strong local programming, and cultural proximity have cemented the TV set as the primary social hub, creating a media ecosystem that resists the fragmentation seen elsewhere.

For marketers, the data signals a clear strategic imperative: linear TV remains the most trusted advertising medium, with 61% of respondents preferring it over social platforms and YouTube. While BVoD (Broadcast‑Video‑on‑Demand) is gaining traction—up six points to 14% as a first‑choice destination—the bulk of viewing still lands on linear channels, capturing 48% of TV set usage. Advertisers can leverage this trust by integrating addressable TV and synchronized campaigns that bridge linear slots with streaming assets, ensuring brand messages reach audiences who spend longer periods on a single screen.

Looking ahead, Europe’s resilience to short‑form, clip‑driven consumption suggests opportunities for premium, long‑form storytelling that many US and Chinese brands have abandoned. However, the study also notes rising platform fragmentation and a waning sense of connection on social media, especially among younger viewers. Brands that create shared viewing experiences—such as live events, interactive TV formats, or cross‑platform discussions—can recapture the communal appeal of the living‑room environment while navigating the evolving digital terrain.