SAN FRANCISCO, May 18, 2023 — Samba TV, the leading global provider of television technology and omniscreen advertising and analytics, today released an analysis of the top streaming programs of 2022 to uncover viewership trends of differing streaming release models. The analysis consisted of programs with various distribution models, including bulk releases, two-part drops, and weekly episodes.
Samba TV’s analysis found programs leveraging a weekly release model gained more viewers over time, making this rollout appear to be the best choice for content platforms looking to maximize total viewership. On the other hand, shows that released all episodes in bulk were most likely to retain fans throughout the season, making the model of dropping all episodes at once ideal for streamers looking to maximize initial buzz and keep audiences binging.
Looking at some of the top hits of the year, HBO’s “House of the Dragon” drove interest each week of its season with new episode drops, which ultimately culminated in the highest reach, while Netflix’s bulk-release of “Wednesday” generated the strongest buzz in its first 50 days and earned the top spot based on premiere viewership for the year.
“In the battle among streaming providers, success is defined by various metrics: maximizing subscribers, platform engagement, and show audience,” said Samba TV co-founder and CEO Ashwin Navin. “Comparing Netflix's ‘Wednesday’ and HBO's ‘House of the Dragon’ illustrates two different approaches that draw massive audiences, with an intense focus on how to captivate younger, diverse viewers. As the streaming landscape rapidly evolves, it's essential to develop innovative, data-driven ways to break away from the pack.”
Note: Total viewership defined as deduplicated households that watched any episode of a show’s season within 103 days after the show’s premiere date (103 chosen to account for “Harry & Meghan” premiere date of 12/8/22).
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.