Samba TV's State of Viewership Report Finds Declining Linear Reach and Surge in OTT Hours Watched, Shaping Advertising Opportunities in 2024
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.
Equativ, the leading global independent ad platform, today announced an integration that will transform the ad-buying experience with Samba TV, the leading provider of TV technology for audience data and omniscreen measurement. Through this partnership, advertisers can now activate campaigns on the Equativ platform using Samba TV’s comprehensive first-party data to manage audience reach, frequency, and retargeting across Connected TV (CTV) and downstream formats.
Adform and Samba TV Partner to Propel CTV Targeting Capabilities in Five European Markets
“To harness the potential of CTV and address evolving viewership behaviour, brands need powerful data and technology to help them stay in sync with those highly sought-after audiences," said Ashwin Navin, CEO & Co-Founder at Samba TV. "We’re thrilled to enrich the Adform CTV offering to deliver incremental audience reach for advertisers in the UK and Europe. This partnership underscores our commitment to democratise data that levels the playing field for the open web to innovate and flourish with privacy compliance.”
Samba TV and HyphaMetrics Announce Exclusive Integration of Viewership Data and Cross-media Panel to Form the Most Unified Dataset in the Market
“Advertisers, media publishers, and their currency providers navigate a complex landscape of data that often excludes walled gardens, and shortchanges under-represented viewing audiences,” said Samba TV Co-founder and CEO Ashwin Navin. “Together with HyphaMetrics, we are now able to offer to our industry a more robust and representative dataset that will be foundational to measurement companies and the future of TV currency.”
Samba TV Extends Samba AI™ to Holistically Measure ROI from Paid Media, Product Placement, and Sports Sponsorship
“Samba TV has been investing in R&D for generative AI and machine language (ML)-based analysis of video for more than a decade,” said Samba TV Co-founder and CEO Ashwin Navin. “We’re now taking our years of AI innovation a step further by working with some of the world’s most recognizable brands like Lenovo to transform the way media investments are evaluated. We are using our powerful first-party data to train best-in-class AI models to inform the most important decisions made by advertisers.”
Snap Inc. Selects Samba TV as a Preferred Measurement Partner
“As a world-renowned social platform with a devoted audience, Snapchat is a powerful medium for promoting new entertainment options and brands in general,” said Samba TV Co-founder and CEO Ashwin Navin. “Our measurement reveals the best practices for how to leverage Snap for discoverability and brand engagement with a unique demographic accessible on the platform. With over three quarters of Gen Z and millennials discovering new shows and movies from these platforms alone, Snapchat has emerged as an essential partner in marketers’ overall media strategy.”