INSIGHTS 2022 Linear TV and streaming US UK Germany Denmark Sweden Norway Finland2 AudienceProject Insights 202205 07 17 39 Editorial Linear TV CONTENTS Streaming About the study AudienceProject Insights 2022 34 AudienceProject Insights 2022Now is the time for TV advertising to catch up with TV content consumption Audiences are increasingly shifting their attention from linear TV to streaming/CTV. This presents challenges but also opportunities for the advertisers and broadcasters who adapt the fastest to this change. Though we see differences in the development of linear TV viewing across countries, the overall trend is that TV consumption is moving from linear TV to streaming, showing that TV advertising outside linear TV holds great potential for advertisers. In all countries but Finland, the commercially attractive audience of 15-55-year-olds now prefer streaming over linear TV, and in most countries, fewer than half see themselves watching linear TV in 5 years. EDITORIAL Despite this, linear TV is, of course, still a crucial channel for advertisers to build reach, but with the in