Why Connected TV Is Accelerating Faster Than Ever in the UK

Connected TV adoption in the UK has surged over the past few years, with the majority of UK households now regularly streaming content on smart TVs. Viewers are increasingly spending time on ad-supported and premium streaming platforms rather than traditional broadcast TV.

UK advertisers are shifting budgets to CTV because it offers broadcast-scale reach with digital-level precision. Using enterprise platforms like Google Display & Video 360, brands can activate campaigns across popular UK streaming environments such as ITVX, Channel 4 (All 4), Sky, BBC iPlayer, and Netflix.

What’s driving this shift is control and efficiency:

• Targeting by region, city, and postcode clusters
  
  
  

• Household-level delivery rather than broad demographics
  
  
  

• Premium, brand-safe environments with full-screen impact
  
  
  

• Frequency management to avoid overexposure
  
  
  

As UK broadcasters and global streaming platforms continue expanding their ad-supported offerings, CTV is quickly positioning itself as the natural evolution of television advertising, combining reach, relevance, and accountability in a single channel.