尼尔森：2025年全球媒体规划指南报告：三大融合趋势（英文版）

Connected TV (CTV) devices and streaming services have seen substantial growth, particularly in countries like the U.S., where they‘ve become the most popular viewing method. However, this development doesn‘t signal the end of traditional TV. On the other hand, traditional TV has shown remarkable resilience in the face of digital competition. In markets like Poland, traditional TV viewership remains strong and continues to dominate viewing time, with only about 8% of time spent streaming in t