03
User Behavior and Content Preferences
3a
Goals of using Smart TV
Number of goals for using Smart TV
Smart TV is a multifunctional device.
Users are not limited to just watching video content.
68%
respondents noted at least 3 goals for using Smart TV
Number of usage goals
32%
1-2 goals
39%
3-4 goals
21%
5-6 goals
8%
more than 6 goals
Question: "What purposes have you used Smart TV for in the last 6 months?" N=1501
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Goals of using Smart TV
Smart TV combines the functions of a streaming service, linear TV, and media player.
Niche usage scenarios for Smart TV are actively developing, including sports, video calls, education, and smart home management.
These scenarios demonstrate growth potential.
Usage goals
Online cinemas
Broadcast / Cable TV channels
Video hosting services
Downloaded movies and series
Music / Podcasts
Viewing social media feeds
As a second screen
Games
Exercising
Video calls
Work / Study
Smart home management
58%
74%
61%
60%
41%
37%
26%
20%
15%
11%
10%
8%
8%
37%
35%
16%
12%
8%
5%
4%
3%
3%
2%
3%
Main goals
All goals over 6 months
Question 1: "What purposes have you used Smart TV for in the last 6 months?"; Question 2: "What purposes do you most often use Smart TV for?" N=1501
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Usage goals (age)
18-25
26-35
36-45
46-55
56-65
Total
Online cinemas
Broadcast / Cable TV channels
Video hosting services
Downloaded movies and series
Music / Podcasts
Scrolling through social media feeds
As a second screen
Games
Exercising
Video calls
Work / Study
Smart home management
14%
18%
11%
22%
24%
22%
25%
49%
37%
72%
51%
71%
9%
9%
9%
12%
21%
21%
21%
47%
36%
66%
58%
78%
9%
6%
9%
10%
13%
17%
22%
35%
43%
54%
61%
75%
5%
6%
8%
8%
13%
22%
28%
31%
43%
56%
66%
73%
4%
4%
11%
5%
8%
19%
36%
26%
43%
55%
64%
73%
74%
61%
60%
41%
37%
26%
20%
15%
11%
10%
8%
8%
Significantly above average
Significantly below average
Question 1: "What purposes did you use Smart TV for in the last 6 months?" N=1501
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
3b
Popular content genres
Gender differences
The distribution of genres on Smart TV shows clear differences in media consumption between men and women.
Women
Women are focused on content related to entertainment, family, and educational tasks: shows, music, and children's programs.
Men
Men tend to prefer informative, analytical, and niche content: news, documentaries, sports, streams, and games.
Content genres on Smart TV (gender)
Men
Women
Total
Feature films and series
Entertainment shows
News and information programs
Music programs
Documentary films
Sports broadcasts
Children's programs
Video reviews, reactions
Educational programs
Streams and live broadcasts
Gaming content
16%
18%
17%
22%
15%
40%
43%
32%
49%
46%
81%
10%
12%
19%
16%
30%
18%
28%
38%
37%
50%
84%
13%
15%
18%
19%
23%
28%
35%
35%
42%
48%
83%
Significantly above average
Significantly below average
Question: "What genres and types of content have you watched on Smart TV in the last month?" N=1466
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Age segments
Smart TV users' genre preferences vary by age.
Older users (46+)
These are "television traditionalists": they predominantly choose feature films, broadcast news, documentaries, and rarely engage with interactive content.
Youth (18–25 years)
"Digital explorers": they prefer streams, gaming and educational content, YouTube reviews, and entertainment shows, noticeably mimicking content consumption behavior on mobile and other personal devices.
Family groups (26–45)
At the intersection: they are "dual consumers" — on one hand, they still follow trends, while on the other, they are actively involved in viewing with children.
Content genres on Smart TV (age)
18-25
26-35
36-45
46-55
56-65
Total
Feature films and series
Entertainment shows
News and information programs
Music programs
Documentary films
Sports broadcasts
Children's programs
Video reviews, reactions
Educational programs
Streams and live broadcasts
Gaming content
36%
31%
25%
34%
18%
25%
40%
35%
34%
59%
61%
16%
18%
13%
25%
37%
30%
33%
31%
33%
57%
77%
8%
13%
19%
15%
29%
26%
34%
35%
39%
45%
85%
9%
9%
20%
12%
15%
29%
37%
37%
46%
43%
90%
6%
9%
16%
13%
13%
29%
33%
36%
59%
38%
94%
83%
48%
42%
35%
35%
28%
23%
19%
18%
15%
13%
Significantly above average
Significantly below average
Question: "What genres and types of content have you watched on Smart TV in the last month?" N=1466
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
3c
Key Findings
Development of Niche Scenarios
There is a notable increase in the use of Smart TVs for sports, video calls, education, and smart home management, indicating significant potential for expanding functionality and various scenarios.
Gender and Age Differentiation
Women prefer entertainment, family, and educational content, while men choose informative, analytical, and niche content (news, sports, streams). Content preferences vary significantly by age: the older generation remains "television traditionalists," while the youth are "digital explorers."
Copying Mobile Behavior
Younger audiences are transferring their content consumption habits from mobile and personal devices to Smart TVs, favoring streams, gaming, and educational content.
© Visible
All Rights Reserved
03
User Behavior and Content Preferences
3a
Goals of using Smart TV
Number of goals for using Smart TV
Smart TV is a multifunctional device.
Users are not limited to just watching video content.
68%
respondents noted at least 3 goals for using Smart TV
Number of usage goals
32%
1-2 goals
39%
3-4 goals
21%
5-6 goals
8%
more than 6 goals
Question: "What purposes have you used Smart TV for in the last 6 months?" N=1501
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Goals of using Smart TV
Smart TV combines the functions of a streaming service, linear TV, and media player.
Niche usage scenarios for Smart TV are actively developing, including sports, video calls, education, and smart home management.
These scenarios demonstrate growth potential.
Usage goals
Online cinemas
Broadcast / Cable TV channels
Video hosting services
Downloaded movies and series
Music / Podcasts
Viewing social media feeds
As a second screen
Games
Exercising
Video calls
Work / Study
Smart home management
58%
74%
61%
60%
41%
37%
26%
20%
15%
11%
10%
8%
8%
37%
35%
16%
12%
8%
5%
4%
3%
3%
2%
3%
Main goals
All goals over 6 months
Question 1: "What purposes have you used Smart TV for in the last 6 months?"; Question 2: "What purposes do you most often use Smart TV for?" N=1501
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Usage goals (age)
18-25
26-35
36-45
46-55
56-65
Total
Online cinemas
Broadcast / Cable TV channels
Video hosting services
Downloaded movies and series
Music / Podcasts
Scrolling through social media feeds
As a second screen
Games
Exercising
Video calls
Work / Study
Smart home management
14%
18%
11%
22%
24%
22%
25%
49%
37%
72%
51%
71%
9%
9%
9%
12%
21%
21%
21%
47%
36%
66%
58%
78%
9%
6%
9%
10%
13%
17%
22%
35%
43%
54%
61%
75%
5%
6%
8%
8%
13%
22%
28%
31%
43%
56%
66%
73%
4%
4%
11%
5%
8%
19%
36%
26%
43%
55%
64%
73%
74%
61%
60%
41%
37%
26%
20%
15%
11%
10%
8%
8%
Significantly above average
Significantly below average
Question 1: "What purposes did you use Smart TV for in the last 6 months?" N=1501
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
3b
Popular content genres
Gender differences
The distribution of genres on Smart TV shows clear differences in media consumption between men and women.
Women
Women are focused on content related to entertainment, family, and educational tasks: shows, music, and children's programs.
Men
Men tend to prefer informative, analytical, and niche content: news, documentaries, sports, streams, and games.
Content genres on Smart TV (gender)
Men
Women
Total
Feature films and series
Entertainment shows
News and information programs
Music programs
Documentary films
Sports broadcasts
Children's programs
Video reviews, reactions
Educational programs
Streams and live broadcasts
Gaming content
16%
18%
17%
22%
15%
40%
43%
32%
49%
46%
81%
10%
12%
19%
16%
30%
18%
28%
38%
37%
50%
84%
13%
15%
18%
19%
23%
28%
35%
35%
42%
48%
83%
Significantly above average
Significantly below average
Question: "What genres and types of content have you watched on Smart TV in the last month?" N=1466
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Age segments
Smart TV users' genre preferences vary by age.
Older users (46+)
These are "television traditionalists": they predominantly choose feature films, broadcast news, documentaries, and rarely engage with interactive content.
Youth (18–25 years)
"Digital explorers": they prefer streams, gaming and educational content, YouTube reviews, and entertainment shows, noticeably mimicking content consumption behavior on mobile and other personal devices.
Family groups (26–45)
At the intersection: they are "dual consumers" — on one hand, they still follow trends, while on the other, they are actively involved in viewing with children.
Content genres on Smart TV (age)
18-25
26-35
36-45
46-55
56-65
Total
Feature films and series
Entertainment shows
News and information programs
Music programs
Documentary films
Sports broadcasts
Children's programs
Video reviews, reactions
Educational programs
Streams and live broadcasts
Gaming content
36%
31%
25%
34%
18%
25%
40%
35%
34%
59%
61%
16%
18%
13%
25%
37%
30%
33%
31%
33%
57%
77%
8%
13%
19%
15%
29%
26%
34%
35%
39%
45%
85%
9%
9%
20%
12%
15%
29%
37%
37%
46%
43%
90%
6%
9%
16%
13%
13%
29%
33%
36%
59%
38%
94%
83%
48%
42%
35%
35%
28%
23%
19%
18%
15%
13%
Significantly above average
Significantly below average
Question: "What genres and types of content have you watched on Smart TV in the last month?" N=1466
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
3c
Key Findings
Development of Niche Scenarios
There is a notable increase in the use of Smart TVs for sports, video calls, education, and smart home management, indicating significant potential for expanding functionality and various scenarios.
Gender and Age Differentiation
Women prefer entertainment, family, and educational content, while men choose informative, analytical, and niche content (news, sports, streams). Content preferences vary significantly by age: the older generation remains "television traditionalists," while the youth are "digital explorers."
Copying Mobile Behavior
Younger audiences are transferring their content consumption habits from mobile and personal devices to Smart TVs, favoring streams, gaming, and educational content.
© Visible
All Rights Reserved
03
User Behavior and Content Preferences
3a
Goals of using Smart TV
Number of goals for using Smart TV
Smart TV is a multifunctional device.
Users are not limited to just watching video content.
68%
respondents noted at least 3 goals for using Smart TV
Number of usage goals
32%
1-2 goals
39%
3-4 goals
21%
5-6 goals
8%
more than 6 goals
Question: "What purposes have you used Smart TV for in the last 6 months?" N=1501
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Goals of using Smart TV
Smart TV combines the functions of a streaming service, linear TV, and media player.
Niche usage scenarios for Smart TV are actively developing, including sports, video calls, education, and smart home management.
These scenarios demonstrate growth potential.
Usage goals
Online cinemas
Broadcast / Cable TV channels
Video hosting services
Downloaded movies and series
Music / Podcasts
Viewing social media feeds
As a second screen
Games
Exercising
Video calls
Work / Study
Smart home management
58%
74%
61%
60%
41%
37%
26%
20%
15%
11%
10%
8%
8%
37%
35%
16%
12%
8%
5%
4%
3%
3%
2%
3%
Main goals
All goals over 6 months
Question 1: "What purposes have you used Smart TV for in the last 6 months?"; Question 2: "What purposes do you most often use Smart TV for?" N=1501
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Usage goals (age)
18-25
26-35
36-45
46-55
56-65
Total
Online cinemas
Broadcast / Cable TV channels
Video hosting services
Downloaded movies and series
Music / Podcasts
Scrolling through social media feeds
As a second screen
Games
Exercising
Video calls
Work / Study
Smart home management
14%
18%
11%
22%
24%
22%
25%
49%
37%
72%
51%
71%
9%
9%
9%
12%
21%
21%
21%
47%
36%
66%
58%
78%
9%
6%
9%
10%
13%
17%
22%
35%
43%
54%
61%
75%
5%
6%
8%
8%
13%
22%
28%
31%
43%
56%
66%
73%
4%
4%
11%
5%
8%
19%
36%
26%
43%
55%
64%
73%
74%
61%
60%
41%
37%
26%
20%
15%
11%
10%
8%
8%
Significantly above average
Significantly below average
Question 1: "What purposes did you use Smart TV for in the last 6 months?" N=1501
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
3b
Popular content genres
Gender differences
The distribution of genres on Smart TV shows clear differences in media consumption between men and women.
Women
Women are focused on content related to entertainment, family, and educational tasks: shows, music, and children's programs.
Men
Men tend to prefer informative, analytical, and niche content: news, documentaries, sports, streams, and games.
Content genres on Smart TV (gender)
Men
Women
Total
Feature films and series
Entertainment shows
News and information programs
Music programs
Documentary films
Sports broadcasts
Children's programs
Video reviews, reactions
Educational programs
Streams and live broadcasts
Gaming content
16%
18%
17%
22%
15%
40%
43%
32%
49%
46%
81%
10%
12%
19%
16%
30%
18%
28%
38%
37%
50%
84%
13%
15%
18%
19%
23%
28%
35%
35%
42%
48%
83%
Significantly above average
Significantly below average
Question: "What genres and types of content have you watched on Smart TV in the last month?" N=1466
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Age segments
Smart TV users' genre preferences vary by age.
Older users (46+)
These are "television traditionalists": they predominantly choose feature films, broadcast news, documentaries, and rarely engage with interactive content.
Youth (18–25 years)
"Digital explorers": they prefer streams, gaming and educational content, YouTube reviews, and entertainment shows, noticeably mimicking content consumption behavior on mobile and other personal devices.
Family groups (26–45)
At the intersection: they are "dual consumers" — on one hand, they still follow trends, while on the other, they are actively involved in viewing with children.
Content genres on Smart TV (age)
18-25
26-35
36-45
46-55
56-65
Total
Feature films and series
Entertainment shows
News and information programs
Music programs
Documentary films
Sports broadcasts
Children's programs
Video reviews, reactions
Educational programs
Streams and live broadcasts
Gaming content
36%
31%
25%
34%
18%
25%
40%
35%
34%
59%
61%
16%
18%
13%
25%
37%
30%
33%
31%
33%
57%
77%
8%
13%
19%
15%
29%
26%
34%
35%
39%
45%
85%
9%
9%
20%
12%
15%
29%
37%
37%
46%
43%
90%
6%
9%
16%
13%
13%
29%
33%
36%
59%
38%
94%
83%
48%
42%
35%
35%
28%
23%
19%
18%
15%
13%
Significantly above average
Significantly below average
Question: "What genres and types of content have you watched on Smart TV in the last month?" N=1466
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
3c
Key Findings
Development of Niche Scenarios
There is a notable increase in the use of Smart TVs for sports, video calls, education, and smart home management, indicating significant potential for expanding functionality and various scenarios.
Gender and Age Differentiation
Women prefer entertainment, family, and educational content, while men choose informative, analytical, and niche content (news, sports, streams). Content preferences vary significantly by age: the older generation remains "television traditionalists," while the youth are "digital explorers."
Copying Mobile Behavior
Younger audiences are transferring their content consumption habits from mobile and personal devices to Smart TVs, favoring streams, gaming, and educational content.
Contacts
© Visible
All Rights Reserved