Released annually since 2022, ‘The New Life of the Living Room’ is a comprehensive study by RTL AdAlliance, analysing Total Video trends in Europe and – since last year – in the US. This year’s whitepaper titled Separate signal from noise: Key insights for CTV (Connected TV) success included three new markets: Austria, Switzerland and Poland and covers 14 European markets in total. The study aimed at highlighting the transformative period the advertising industry is undergoing, driven by evolving viewer habits and the increasing importance of simplicity and trusted legacy media.

The event: Discussing key findings 

The latest edition of the research paper was presented on 2 April 2025 as part of a one-day conference in London. At this event, RTL AdAlliance welcomed around 100 guests, including media partners, agencies, and advertisers, from 10 different countries to its Living Room Club at the Curzon Hoxton Cinema. During the one-hour livestream, dedicated to ‘The New Life of the Living Room’, host Louise Eckard was joined by special guests to discuss the new era of Connected TV and viewing habits. The guests included:

• Stéphane Coruble, CEO of RTL AdAlliance
• Aurelie Brunet, Marketing Director at RTL AdAlliance
• James Parnum, Head of Planning at Essence Mediacom UK
• Kelly Williams, Managing Director Commercial at ITV
• Matt Green, Director, Global Media Services at the World Federation of Advertisers

The study: Uncovering viewing habits 

The fourth edition of the study was based on quantitative research, conducted using online questionnaires in 15 countries. Over 12,500 participants aged 18-64 provided extensive data, with 700 to 1,000 participants per country. Overall, the study shows that the definition of terms such as Connected TV or what “watching TV” entails varies from market to market and is not purely linked to the device or content. The results can be summarised in four key findings:

• Content is driving viewers to linear TV first, with 59 per cent of respondents turning on broadcast content, either on linear TV or on BVOD (Broadcaster Video-On-Demand) platforms, when they turn on their TV set.
• Viewers attribute different value to media touchpoints, and, in the context of disinformation, they increasingly put their trust in legacy media, such as radio, TV, or print. This trust is crucial as it underscores the credibility and reliability of these media.
• Not all CTV usage is considered as “TV” for respondents – only long-form professional content is recognised as such, whatever the device or the platform.
• Additionally, 53 per cent of viewers perceive watching videos as the best way to stay informed, highlighting the significant role of video content in daily life.

Stéphane Coruble, CEO of RTL AdAlliance, says: “After years of CTV hypergrowth, with an explosion of devices and platforms, we are entering a new era of Connected TV where the connected device itself has become more of a commodity. In this new landscape, we are examining the underlying differences between countries, how they perceive platforms, and other factors influencing the advertising industry. Advertisers should now explore other dimensions such as the quality of the content, and the trust and engagement of the audience with ads on the platform.”