Digital video consumption has become widespread in Western Europe, even though engagement differs sharply across countries, ages, and devices. These gaps are shaping viewing habits and creating mismatches between attention and ad spending.

Key Question: How are people across Western Europe consuming digital video, and what impact is that having on ad spending in this channel?

Key Stat: Digital video viewers will account for 71.6% of the Western European population this year, with the UK leading at 81.4%.