“Four of the five leaders in late night have seen double-digit decreases in reach during the late fringe time slot, with some losing as much as 50 percent of their audience during those hours,” said Ashwin Navin, the chief executive of Samba TV. “It remains to be seen how late night will rebound to its previous relevance.”
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The strikes have had a “catastrophic” impact on late-night television viewing, according to the research firm Samba TV. Without Colbert, Fallon and Kimmel proving fresh, topical material, the broadcast networks have seen late-night viewership declines of between 40% and 50%, Ashwin Navin, Samba TV co-founder. “It remains to be seen how late night will rebound to its previous relevance,” he said.
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"Ultimately, the one thing that everyone in the TV landscape has been chasing is transparency, including writers and actors needing to know how many people are watching their work in order to properly value themselves," Ashwin Navin, cofounder and CEO of Samba TV, which measures TV audiences, told Insider. "The outcome of the WGA strike is a meaningful step towards a much more level playing field between streaming platforms, studios, and the talent themselves."
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This year’s holiday shopping season will be driven by Millennial spending, and heavily influenced by social media and streaming, according to a survey by HarrisX for Samba TV’s annual holiday report.
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“The reality is that when it comes to linear, viewers have already made the shift to streaming for scripted programming. What continues to keep linear afloat and will help it weather the impact of the strikes are sports and news,” Ashwin Navin, co-founder and CEO of Samba TV, said.
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It wasn’t that long ago that Netflix put “binge-watching” in the dictionary: The viewership model it both created and made popular was Collins’ word of the year in 2015. “Most popular streaming shows get 75% of views in the first 15 days,” said Samba TV CEO Ashwin Navin. That makes the timing and manner of a debut a crucial question.
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