Rakuten TV, one of Europe’s leading streaming platforms, presented the results of a survey titled “Unlocking New Audiences.” This study examines viewer attitudes and viewing habits across the TV and streaming landscape. In Germany, the results show a shift toward free, ad-supported streaming models: 66% of respondents say they use AVOD (Ad-supported Video on Demand) or FAST (Free Ad-Supported TV) services at least once a week. The company also announced its latest strategic move: an initiative to simplify the CTV market by consolidating its B2B division under the name Rakuten TV Enterprise. This represents the company’s next phase of growth in its offerings for business customers.
Rakuten TV Enterprise: Connecting advertisers, content and audiences
As the way people access and enjoy television entertainment evolves rapidly, the television landscape has undergone a fundamental transformation. Behind the scenes, the relationships between viewers, rights holders, broadcasters, and advertisers have become increasingly complex.
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As Europe’s most experienced CTV and streaming experts, Rakuten TV created Rakuten TV Enterprise , a suite of products and services to simplify CTV and streaming for agencies and advertisers, content providers, telcos, TV operators, and publishers. Rakuten TV Enterprise connects advertisers, content, and audiences, offering everything from advanced advertising solutions (e.g., CTVision+), to the creation and syndication of FAST channels, to the development of multi-platform apps and the management of their monetization, all from a single source.
Rakuten TV originally launched “Rakuten TV Enterprise Services” to meet the needs of content owners. These services were soon expanded to include telecommunications companies and TV operators.
The latest strategic move consolidates all Rakuten TV business customer functions, including ad sales, under a unified brand: Rakuten TV Enterprise. With a focus on transparency, accountability, and measurability, the Rakuten TV Enterprise Ad Sales division encompasses a streamlined, integrated approach that redefines the way advertisers use the CTV channel.
At the heart of the Enterprise offering is CTVision+, a premium publisher selection that consolidates high-quality CTV inventory across Europe. CTVision+ delivers pan-European reach with local relevance through a combination of brand-safe environments, advanced audience targeting, transparent paths to purchase, and independent verification. Designed to meet the needs of agencies and brands seeking simplicity in a fragmented ecosystem, it enables predictable, effective, and scalable CTV campaigns.
Through this unified framework, Rakuten TV Enterprise is building a more open, reliable, and effective CTV advertising ecosystem that empowers brands to invest with predictability and control while delivering better results for everyone involved.
Edouard Lauwick , SVP, Media, EMEA, Rakuten TV, commented: “Consolidating advertising under the Rakuten TV Enterprise brand is the kind of initiative advertisers, publishers, and content owners across Europe have been waiting for. By bringing together our combined expertise, scale, premium inventory, and best-in-class CTV technology, we empower our partners to fully capitalize on the opportunities presented by the rapid growth of CTV.”
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“Unlocking new audiences” report in Germany
The study, titled “Unlocking New Audiences,” conducted in June 2025 in Spain, France, Germany, and Italy, shows that 24% of respondents in Germany who use AVOD/FAST platforms no longer consume traditional linear television. Furthermore, 23% of those who use AVOD/FAST also do not watch subscription-based streaming platforms, suggesting that ad-supported models are reaching audiences that would otherwise be difficult to reach. Regarding the advertising experience, 82% of respondents describe themselves as very satisfied, satisfied, or neutral regarding the number of ads shown.
Streaming and TV trends in Europe
In Spain, France, Germany, and Italy, the “Unlocking New Audiences” report shows that 71% of respondents use AVOD/FAST at least weekly, with 44% of them no longer watching linear TV. Additionally, 25% of AVOD/FAST viewers do not subscribe to SVOD services, while 41% of frequent FAST/AVOD viewers watch movies or series they wouldn’t otherwise see on linear TV.
The main reasons for this behavior are clear: “Free” access is the primary reason for consumption, followed by content selection. Notably, 78% of consumers surveyed value free content, even if it contains advertising, and 62% are satisfied with the quality of films and series on these platforms. Advertising tolerance is also high, with 76% of viewers reporting being very satisfied, satisfied, or neutral regarding the advertising experience, indicating that FAST/AVOD is widely accepted by target audiences.
The survey results show that Connected TV (CTV) is gaining significant traction across Europe. While the convergence of advertiser ambitions and consumer adoption represents an optimal opportunity for the advertising industry, the study also highlights a clear need for solutions that can close gaps in measurability, transparency, and clarity across the entire ecosystem.
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Source – PR Newswire
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