A majority of TV watchers in Europe stream content on multiple devices, according to research by sell-side ad platform Magnite.
About three-quarters of TV watchers in the UK (74%) and Italy (73%) say they use at least two devices to stream content, with watching on three or more devices being most popular.
In Germany (69%) and Spain (68%), over two-thirds watch on multiple devices and about 40% watch on three or more. Even in France, where one device is more popular, 63% of TV watchers stream across multiple devices.
Although multiple-screen campaigns can have apositive impact...