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Samba TV Q2 State of Viewership Report Finds Consumption of Linear TV Declines to Year LowSAN FRANCISCO, Aug. 18, 2022 (GLOBE NEWSWIRE) -- Samba TV, the leading provider of omniscreen data and analytics, today released its latest State of Viewership report, analyzing approximately 24 billion hours of linear and streaming during the second quarter of 2022. Samba TV’s targeted insights illustrated a viewership landscape marked by year lows in linear TV viewership, record saturation of the linear TV ad market, a tsunami of new content flooding streaming platforms, and an increasing likelihood for streaming subscriber churn. “With 95% of all linear ad impressions now reaching only half of American television viewers, we have reached a tipping point for television and advertising more broadly. This is a wake up call moment for our industry. It has become a business imperative for the advertising market to evolve away from legacy practices that are leading to significant waste and missed opportunities to embrace new solutions that do not oversaturate the same potential customers with the same costly ads while leaving tens of millions of households largely ignored,” said Samba TV CEO and co-founder Ashwin Navin. Samba TV’s State of Viewership Report provides a comprehensive overview of television, movie, Connected TV (CTV), and advertising viewership. Samba TV’s report sheds further light on changes in television viewership, which include:
“A critical finding in the Q2 report points to the need for streaming platforms to think differently about how they market their content,” continued Samba TV’s Navin. “With more than $40 billion being spent this year alone on new content, consumers are overwhelmed by choices. Platforms need to ensure they are driving smart strategies ahead of content launches to draw in not just built in fans but broader viewers who may be interested. In today’s content streaming wars, just because you build it, doesn't mean viewers will come to it. We need to be much more strategic about how we drive engagement before, during and after launches.” To view Samba TV's full State of Viewership Report, click here. For more information, please visit www.samba.tv/business. About Samba TV Samba TV has transformed the TV from a pane of glass on the wall to a window into the heart of audiences. We are the global leader in television technology powering real-time insights and audience targeting to enable unparalleled marketing efficiency and effectiveness. Our proprietary first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over 100 countries, provides advertisers and media companies a unified view of the entire consumer journey. Our independent currency-grade measurement has future-proofed advertising for the next generation, empowering advertisers to connect with their audiences on any platform, across every screen. Media Contact: |