Samba TV's State of Viewership Report Finds Declining Linear Reach and Surge in OTT Hours Watched, Shaping Advertising Opportunities in 2024
SAN FRANCISCO, Feb. 08, 2024 (GLOBE NEWSWIRE) -- Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, today released its latest State of Viewership report, analyzing approximately 46 billion hours of linear and streaming in the second half of 2023. The report offers an in-depth macro analysis of the state of linear, streaming, and advertising with some compelling takeaways for brands, agencies, publishers, and platforms. Among the standout findings, linear continued its decline in reach while streaming viewership swelled. Also notable was the early glimpse of how the WGA and SAG-AFTRA strikes impacted viewership and how major streaming platforms like Netflix are likely to weather the content drought.
“Our industry was presented with unique opportunities and challenges in 2023, such as the rise of live streaming sports, the impact of the strikes, and the proliferation of new measurement to understand ad performance,” said Samba TV Co-founder and CEO Ashwin Navin. “The traditional TV advertising playbook no longer applies. As the audience shifts to streaming across live and scripted programming, smart advertisers are optimizing frequency, impact, and efficiency together in one comprehensive strategy.”
Samba TV’s State of Viewership Report provides a comprehensive overview of linear and Connected TV (CTV) viewership, including consumption of both shows and movies. Samba TV’s report sheds further light on television viewership changes, including:
Year-over-year, linear TV reach experienced a slight decrease and remained steady compared to the first half of 2023.
Subscription cycling and platform churn has only increased over the past year, presenting streamers with new challenges in retaining audiences.
Adaptations, docuseries, and blockbuster movies on streaming platforms are successful, while live sports remain dominant on linear TV.
Navin continued: “On the horizon for 2024, we believe SVOD services will face increased competition from FAST and the reduction in available new content due to the strikes. Streamers need to explore alternatives to the bundling strategy, such as targeting audiences with specific interests on social media where return on ad spend can be attractive relative to traditional media.”
Advertisers are grappling with the challenge of optimizing reach and frequency in order to drive real-life outcomes, especially ahead of the 2024 election season.
“In what will be a record-setting year of political campaign spending, these advertisers are facing the challenge of reaching a voter base that is more fragmented and disenfranchised than ever before. This election will be determined by streaming. To reach key voters in a meaningful way, it is crucial for these advertisers to lean into a data-driven, holistic, and real-time approach to addressing both traditional TV viewers and streamers alike,” said Navin.
For more insights and to access the full State of Viewership report by Samba TV, please download here.
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