The Keys to Total Video

September 29, 2017

RTL AdConnect publishes the 2017 edition of the Total Video Key Facts, an international compendium of trends and facts for media & advertisers.

 Luxembourg,  September 26th, 2017


RTL AdConnect publishes the 24th edition of its Total Video Key Facts. The publication provides facts, figures, insight and best case solutions on Total Video. This research compendium hands over the keys to navigate in the international media environment, focusing on the latest global results including audience developments, measurement approaches, ad tech innovations, ROI generation, ad fraud prevention and brand safety.


Total Video: No. 1 consumed media in the world.

Linear TV is again on top of overall media consumption with 4h07 daily viewing time among European Adults (+39 min in 20 years). Worldwide, linear TV consumption is stable with 3h00 daily viewing time on average while TV‘s daily reach is the highest among all media: in most European countries, it ranges between 70% and 80% of the total population – every day.

While live TV viewing time is stable, ATAWAD[1] consumption has never been higher thanks to mobile, which keeps driving digital video consumption. European Penetration of new technologies, high-speed broadband and mobile devices is increasing rapidly, and resulting in new consumption behaviour. In 2016, European mobile penetration has increased by 2.5 pp vs 2015 and European broadband penetration by 1.3 pp. In 2017, 900 million 4G-enabled smartphones are counted, boosting online video consumption.

Consumption is driven by strong content. The favourite programme genres differ in Europe but the three top categories are: news, sports and local series. 2016 was a big sports year in Europe with the Olympics and Euro 2016 reaching record audience: 66 million TV viewers on average per Euro 2016 football match.


Audience challenges: transparency and measurement.

The most pressing quality issues resulting from today’s media ecosystem are clearly viewability, ad fraud and brand safety; challenging broadcasters to benchmark their video against these new digital KPIs. .

Moreover, measuring online audience of TV content has never been more crucial for TV broadcasters. While TV audience measurement in most countries already includes online video views on broadcaster VOD platforms, it does not include mobile devices, which currently see the biggest increases in online video usage. Today’s challenge is to generate comparable audience figures of all screens. 4-screen TV audience measurement became accessible to the market in 2016 in several countries (e.g.: the Netherlands and France) and several more have it scheduled for 2017 or 2018, starting with Denmark (January 2017), the US, Sweden and Singapore.


The best of innovations.

The new edition of the Total Video Key Facts also looks into the future of Total Video solutions: the addressable and immersive experience. The increase of connected televisions’ equipment in Europe leads to a potential of 91M addressable TV households. Concerning even more immersive total video experience, augmented and virtual reality will offer totally new consumption experiences for viewers whilst offering innovative ways for advertisers to connect to them.


About RTL AdConnect

RTL AdConnect is RTL Group’s total video advertising sales house, representing RTL Group’s European media portfolio as well as partners such as ITV, RAI, Medialaan, Goldbach Media. RTL AdConnect provides easy access to a complete, secure total video inventory to ensure that effective media decisions are made for pan-European campaigns. Thanks to its media partners from RTL Group and beyond, RTL AdConnect reaches around 160 million potential consumers in Europe every day. RTL AdConnect offers exclusive solutions for high-quality content across a broad portfolio of multimedia partners, including more than 100 TV channels, 300 digital platforms and 30 radio stations in 12 countries. With 360-degree solutions, RTL AdConnect supports brands every step of the way, ensuring wide coverage, in-depth market analysis and multi-screen solutions.

The Total Video Key Facts survey contains a detailed outline of the television landscapes covering 35 European and 4 overseas countries (USA, China, Japan, India). It gives a lay out of the domestic and foreign channels, pay TV and digital TV as well as viewing patterns, differentiated audience figures and advertising expenditures. The full data are available on


[1] ATAWAD: Any Time, Any Where, Any Device
Sources: audience and reach figures: Eurodata TV Worldwide / equipment figures: IHS Markit

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