CTV Advertising Guide Europe 2027 by VideoWeek

As audiences shift more of their viewing to streaming, the CTV market is opening up to more platforms, more formats and, importantly, more advertisers.

For brands used to the speed and accountability of channels such as search, display and retail media, CTV has not always been an obvious fit. Traditional TV can feel expensive to enter, slow to test and difficult to connect to business outcomes. But that picture is changing with more ad-supported streaming services, programmatic buying and flexible creative formats are making CTV more accessible, while better use of audience signals is helping brands connect investment to the people they want to reach.

The CTV Advertising Guide Europe 2027, from VideoWeek, explores how the market is evolving across Europe and what that means for advertisers, agencies, publishers and technology partners.

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What’s inside?

• Landscape maps for CTV advertising in five European markets
• Market data from IAB Europe and EMARKETER
• Insights from Netflix, Disney, ITV, Epsilon, Channel 4 and more
• Best practices for CTV planning and creative optimisation
• An overview of broadcasters’ AI initiatives
• A guide to converged CTV and linear ad sales
• Discussion of transparency, measurement, and CTV’s definition debate

What will you learn?

The guide examines the trends shaping CTV as it moves into its next phase, including:

• The state of Europe’s CTV market, including the growth of BVOD, SVOD and AVOD, differences in maturity between European markets, and the role of programmatic buying.
• What CTV actually means, unpacking the increasingly blurred lines between CTV, streaming, addressable TV, linear and on-demand viewing, as well as the growing range of ad formats available to brands.
• The changing expectations around measurement and transparency, from understanding where ads appear to proving incremental reach, exposure and business outcomes across an increasingly fragmented ecosystem.
• What Europe can learn from the US, including the concentration of viewing and ad spend around major platforms and what this could mean as European CTV markets mature.
• The move towards omnichannel CTV, exploring how audiences move between the TV screen, mobile, desktop and other digital environments, and why marketers need to understand these interactions as part of a connected consumer journey.
• The next chapter of CTV creative, including dynamic creative, faster testing and iteration, creative intelligence and the practical role AI can play in helping marketers learn what works.

The guide also features James Milne, SVP Business Development at Epsilon, on how CTV is opening up to challenger brands. James explores the growing diversity of partners available to advertisers, from broadcasters and streaming services to YouTube and ad-supported platforms, alongside the opportunity to start with smaller, defined tests rather than committing to TV at scale from day one.

He also looks at how formats such as pause ads and dynamic creative are changing what a CTV campaign can look like, allowing brands to test different creative approaches and learn faster. With first-party data helping connect audiences and CTV signals, the channel can increasingly sit alongside the performance-led media strategies that challenger brands already understand.

With digital video advertising in Europe growing 19.6% in 2025 to reach £34 billion, the role of CTV is becoming harder to ignore.

Download your free copy from VideoWeek.