Digital video viewership continues to rise in the UK, despite already high penetration. A thirst for subscription content hasn’t quite been sated, but with a cost-of-living crisis looming, ad-supported options might garner interest among consumers.

NBCU is searching for new standards in video advertising: The network is challenging competitors and bringing new solutions across the fragmented industry.

The number of digital video viewers in the UK continues to grow. This year, almost three-quarters (74.9%) of the population, totaling 50.6 million, will watch digital video.