Western European consumers are progressively embracing multi-screen video viewing. This is reflected in the latest audience measurements from local agencies, which have started tracking video viewing on mobiles and OTT apps on connected TVs. Latest 2018 figures confirm the decline of traditional linear TV and display growing adoption of time-shifted viewing driven by mobile devices. While this is particularly true for the UK, other advanced Western European markets are expected to follow suit. Meanwhile, the growth of OTT is only just being taken into account, but is expected to continue to drive larger audiences suggesting a growing opportunity to monetize through different windowing strategies and business models.
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