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▶️ Europe Is Betting on Streaming
According to a report by Comcast Advertising, European marketers are approaching their 2026 budgets with cautious optimism, placing a clear emphasis on Connected TV (CTV) and streaming platforms.
77% of UK marketers plan to increase their streaming spend in 2026 — the highest among European countries (the European average is 67%).
Streaming is valued for the quality of the advertising experience and its broad audience reach, combining the power of TV with digital precision.
The top priorities for UK marketers are revenue growth and market share expansion (62%).
The use of generative AI has become the No. 1 strategic priority in Europe.
65% of UK respondents prioritize AI-driven ad personalization.
The strongest optimism and biggest planned budget increases come from FMCG, healthcare, and consumer electronics. Marketers increasingly view streaming as the “cornerstone” of the video ecosystem.
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