Television continues to dominate video consumption in Europe, with viewers favouring the shared experience of the living room over other devices and locations, according to RTL AdAlliance’s Living Room Study 2026.
The research, based on a survey of more than 15,000 people across 17 markets, found that 90% of Europeans have a TV at home, with 64% watching video on the main screen daily. This is significantly higher than in the United States and China, where daily TV viewing is 23 and 24 percentage points lower respectively.
The study found that 83% of Europeans primarily watch video content in the living room, compared with 46% in the bedroom, underlining the continued importance of shared viewing environments. The preference for living room viewing is also 25 percentage points higher than in the United States.
RTL AdAlliance said streaming consumption is increasingly shifting onto the television set, with 71% of Europeans using streaming services on TV at least once a week. Broadcaster VOD (BVOD) is also growing, now accounting for 14% of first destinations on the TV screen, up 6 percentage points, while 41% of viewers watch live content through BVOD platforms.
Despite the growth of streaming, linear television remains the primary entry point, with 48% of viewers tuning in directly via broadcast channels.
The study highlights a distinct European media ecosystem shaped by strong free-to-air traditions and local content. While global platforms are used mainly for on-demand viewing, live events and local programming remain anchored in linear TV.
RTL AdAlliance also said trust in advertising is highest on linear television, with 61% of respondents placing it first, compared with 40% for YouTube and 33% for social media.
At the same time, the report points to increasing fragmentation in the video market, with audiences splitting across platforms and formats. However, long-form content remains more resilient in Europe than in the United States and China, where short-form video is more dominant.
The study also highlights the interaction between social media and television, with 39% of 18-34s discovering programmes on social platforms before watching them on TV, and 67% discussing TV content online.
However, 74% of Europeans said social media is losing its ability to create meaningful connections, the highest level among the regions surveyed.
Stéphane Coruble, CEO of RTL AdAlliance, said the findings show the living room is becoming more, rather than less, relevant in Europe, with audiences concentrating their viewing on fewer screens and maintaining engagement with longer-form content.
The study was conducted online by Norstat between 19 January and 4 February 2026, covering respondents aged 18 to 64 across Europe, the US and China.
