Welcome to the 5th edition of RTL AdAlliance’s flagship research on video consumption across the globe. Viewer behaviour continues to transform at incredible speed, and the living room has become a dynamic crossroads where streaming, broadcast, CTV, gaming, apps, and smart devices constantly overlap. As boundaries blur, it’s tempting to simplify everything under one big “CTV” label - but is that still accurate, or even useful?
This year, we take another major step forward, analysing how viewers watch across all screens and platforms in 19 countries including Europe, the United States and, for the first time, China and the Middle-East. This addition gives us a broader comparative view than ever before, highlighting how diverse viewing habits, platform ecosystems, and device adoption really are across continents.
2026 is the year we embrace a truly global perspective. What happens in the living room no longer stops at national borders - it is a worldwide conversation driven by technology, culture, and new expectations of the TV experience.
