UK FINDINGS A consumer insight from FreeWheel in collaboration with Happydemics, the online consumer research specialist.Contents 3 Introduction 4 Methodology Takeaway 1 Smart TV adoption is gaining momentum 5 Takeaway 2 CTV users enjoy long-form premium video 6 7 8 9 Takeaway 3 Quality, convenience, and co-viewing: CTV’s main drivers Takeaway 4 AVOD is becoming a frequent habit Takeaway 5 Audiences expect a quality ad experience 11 Conclusion 2 CONNECTED VIEWERSIntroduction Video is now de?ned by in?nite choice. Audiences can watch whenever and wherever they want, using a broad range of devices, platforms and services. While the TV screen remains the focal point of the household, the way viewers access video on all screens has evolved with the rise of streaming and video on demand (VOD) services. FreeWheel collaborated with Happydemics, the online consumer research specialist, to conduct a consumer survey exploring UK audiences’ opinions of connected TV (CTV) and media platforms, including VOD and free ad-supported streaming (FAST) services, as well as their current viewing habits. 3 CCONNECTEDONNECTED VIEWERSVIEWERSMethodology Working with