Comprehensive Audience Research of CTV →
Transformation of the Television Experience: From Passive Watching to Active Purchasing
The study was conducted by the agency Visible jointly with the leading analytical agency Data Insight
Smart TV — The Main Screen of the Digital Age
The 2020s have become the decade of personalized content — today, 70% of viewers in Russia independently curate their viewing programs. Personalization encompasses not only recommendation algorithms and intelligent selections but also innovative interfaces, ease of use, and optimal contexts for user interaction with content.
Smart TVs outperform all alternative screens in these criteria. They represent a familiar yet reimagined channel of interaction, returning viewers full control and freedom of choice among streaming services, traditional television, and media players.
Why this is important
More and more platforms and brands are transforming their approaches to the television space: major streaming services are adapting strategies specifically for Smart TVs, and formats optimized for large screens are being launched. There is an evolution from "linear broadcasting" to a full-fledged digital experience with enhanced analytics and interactive capabilities.
A deep understanding of Smart TV user behavior becomes key to creating relevant content and advertising ecosystems, as well as innovative engagement scenarios and cross-platform activations.
The digitization of the user journey from viewing on a large screen to making a purchase is becoming a reality. These trends open up unprecedented opportunities for retailers, brands, and media platforms in building a unified, integrated ecosystem for audience interaction.
Key Findings
01
From Screen to Platform: CTV Changes Habits
Smart TVs create instant consumption scenarios. The television is one of the centers for multitasking, enabling communication, online shopping, and content consumption.
02
Deep Media Fragmentation Within Households
25% of respondents set up a separate screen for each family member, while another 11% use different accounts and subscriptions on each device.
03
CTV is a cross-device platform
Users have become multitaskers: 90% of viewers combine watching with parallel activities on a second screen.
07
Integration of TV and the mobile ecosystem
1/3 of users search for additional information after viewing advertising, and a quarter take specific actions — app installations and purchases.
06
Youth take over the main screen
For audiences under 25, Smart TV is not a television but a familiar digital environment: they respond to advertising faster than others, search, purchase, share, and engage.
05
From viewing to purchase in a few clicks
Smart TV is turning into a “showcase with a buy button”: 1 out of 5 users made a purchase after viewing an advertisement.
04
Digital family circle
In the era of individual consumption, Smart TV remains a screen in front of which people continue to gather together — to watch, play, and share emotions.
Content usage
Citation rules
When citing or using any facts and statistics from the study, please ensure to indicate the full title along with the corresponding link:
“Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025”
https://rctv2025-eng.visible.ru
Terms of use
All materials of this study are provided free of charge and are intended for non-commercial use.
Commercial use of the data by third parties is not permitted.
Contacts and cooperation
For questions regarding the use of materials, media partnerships, speaking invitations, and other forms of cooperation, please contact: pr@visible.ru
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© Visible
All Rights Reserved
Comprehensive Audience Research of CTV →
Transformation of the Television Experience: From Passive Watching to Active Purchasing
The study was conducted by the agency Visible jointly with the leading analytical agency Data Insight
Smart TV — The Main Screen of the Digital Age
The 2020s have become the decade of personalized content — today, 70% of viewers in Russia independently curate their viewing programs. Personalization encompasses not only recommendation algorithms and intelligent selections but also innovative interfaces, ease of use, and optimal contexts for user interaction with content.
Smart TVs outperform all alternative screens in these criteria. They represent a familiar yet reimagined channel of interaction, returning viewers full control and freedom of choice among streaming services, traditional television, and media players.
Why this is important
More and more platforms and brands are transforming their approaches to the television space: major streaming services are adapting strategies specifically for Smart TVs, and formats optimized for large screens are being launched. There is an evolution from "linear broadcasting" to a full-fledged digital experience with enhanced analytics and interactive capabilities.
A deep understanding of Smart TV user behavior becomes key to creating relevant content and advertising ecosystems, as well as innovative engagement scenarios and cross-platform activations.
The digitization of the user journey from viewing on a large screen to making a purchase is becoming a reality. These trends open up unprecedented opportunities for retailers, brands, and media platforms in building a unified, integrated ecosystem for audience interaction.
Key Findings
01
From Screen to Platform: CTV Changes Habits
Smart TV shapes instant consumption scenarios. The television is one of the centers of multitasking for communication, online shopping, and content.
02
Deep Media Fragmentation Within Households
25% of owners of multiple Smart TV devices set up a separate screen for each family member, another 11% use different accounts and subscriptions on each device.
03
CTV is a cross-device platform
The user has become multitasking: 90% of viewers combine watching with parallel activity on a second screen.
04
Digital family circle
In the era of individual consumption, Smart TV remains a screen in front of which people continue to gather together — to watch, play, and share emotions.
05
From viewing to purchase in a few clicks
Smart TV is turning into a “showcase with a buy button”: 1 out of 5 users made a purchase after viewing an advertisement.
06
Youth take over the main screen
For audiences under 25, Smart TV is not a television but a familiar digital environment: they respond to advertising faster than others, search, purchase, share, and engage.
07
Integration of TV and the mobile ecosystem
1/3 of users search for additional information after viewing advertising, and a quarter take specific actions — app installations and purchases.
Content usage
Citation rules
When citing or using any facts and statistics from the study, please ensure to indicate the full title along with the corresponding link:
“Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025”
https://rctv2025-eng.visible.ruTerms of use
All materials of this study are provided free of charge and are intended for non-commercial use.
Commercial use of the data by third parties is not permitted.
Contacts and cooperation
For questions regarding the use of materials, media partnerships, speaking invitations, and other forms of cooperation, please contact: pr@visible.ru
Prev
Next
© Visible
All Rights Reserved
Comprehensive Audience Research of CTV →
Transformation of the Television Experience: From Passive Watching to Active Purchasing
The study was conducted by the agency Visible jointly with the leading analytical agency Data Insight
Smart TV — The Main Screen of the Digital Era
The 2020s have become the decade of personalized content — today, 70% of viewers in Russia independently curate their viewing programs. Personalization encompasses not only recommendation algorithms and intelligent selections but also innovative interfaces, ease of use, and optimal contexts for user interaction with content.
Smart TVs outperform all alternative screens in these criteria. They represent a familiar yet reimagined channel of interaction, returning viewers full control and freedom of choice among streaming services, traditional television, and media players.
Why this is important
More and more platforms and brands are transforming their approaches to the television space: major streaming services are adapting strategies specifically for Smart TVs, and formats optimized for large screens are being launched. There is an evolution from "linear broadcasting" to a full-fledged digital experience with enhanced analytics and interactive capabilities.
A deep understanding of Smart TV user behavior becomes key to creating relevant content and advertising ecosystems, as well as innovative engagement scenarios and cross-platform activations.
The digitization of the user journey from viewing on a large screen to making a purchase is becoming a reality. These trends open up unprecedented opportunities for retailers, brands, and media platforms in building a unified, integrated ecosystem for audience interaction.
Key Findings
01
From Screen to Platform: CTV Changes Habits
Smart TV shapes instant consumption scenarios. The television is one of the centers of multitasking for communication, online shopping, and content.
02
Deep Media Fragmentation Within Households
25% of owners of multiple Smart TV devices set up a separate screen for each family member, while another 11% use different accounts and subscriptions on each device.
03
CTV is a cross-device platform
The user has become multitasking: 90% of viewers combine watching with parallel activity on a second screen.
04
Digital family circle
In the era of individual consumption, Smart TV remains a screen in front of which people continue to gather together — to watch, play, and share emotions.
05
From viewing to purchase in a few clicks
Smart TV is turning into a “showcase with a buy button”: 1 out of 5 users made a purchase after viewing an advertisement.
06
Youth take over the main screen
For audiences under 25, Smart TV is not a television but a familiar digital environment: they respond to advertising faster than others, search, purchase, share, and engage.
07
Integration of TV and the mobile ecosystem
1/3 of users search for additional information after viewing advertising, and a quarter take specific actions — app installations and purchases.
Content usage
Citation rules
When citing or using any facts and statistics from the study, please ensure to indicate the full title along with the corresponding link:
“Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025”
https://rctv2025-eng.visible.ruTerms of use
All materials of this study are provided free of charge and are intended for non-commercial use.
Commercial use of the data by third parties is not permitted.
Contacts and cooperation
For questions regarding the use of materials, media partnerships, speaking invitations, and other forms of cooperation, please contact: pr@visible.ru
Prev
Next
© Visible
All Rights Reserved