- March 2, 2021

Linear TV vs OTT: viewing behaviour of Smart TV users

In our latest research, we look at how consumers based in the UK and Germany consume content on Smart TVs, which allow consumers to access both linear TV as well as OTT. By analysing TV data feeds at scale, we are able to shed some light on how linear TV and OTT coexist in the living room, and what the implications are for the future.

Some of the aspects covered in this report are:

  • Population weights of OTT and linear TV viewership.
  • How OTT vs linear TV viewing habits differ among Smart TV users.
  • Cross-viewing behaviour: what audiences of a popular show on an OTT service consume on linear TV.