SAN FRANCISCO, February 13, 2023 — Samba TV, the leading provider of omniscreen data and measurement, today released its latest State of Viewership report, analyzing approximately 47 billion hours of linear and streaming during the second half of 2022. Samba TV’s targeted insights illustrate a viewership landscape marked by a historic new low in linear TV viewership and record saturation of the linear advertising market. With cord-cutting now the norm, the streaming-first world has given rise to new trends like subscription cycling, while making content discoverability a new challenge for streaming platforms.
“We have reached a critical turning point in television and viewing consumption. For the first time in history, a majority of Americans report they no longer have a monthly cable subscription and are totally unreachable by traditional linear advertising. Meanwhile, streaming has become ubiquitous among every age group and ad-supported streaming has gone fully mainstream with significant expansion across new platforms, including industry leaders like Netflix and Disney+ entering the world of ads,” said Samba TV CEO and co-founder Ashwin Navin. “While the market has never been more fragmented and rife with challenges for streamers and advertisers alike, there are also unprecedented new opportunities to drive engagement and ultimately market success for those who embrace a streaming-first, data driven, mindset.”
Samba TV’s State of Viewership Report provides a comprehensive overview of linear (broadcast) television, movie, and Connected TV (CTV) viewership. Samba TV’s report sheds further light on changes in television viewership, which include:
Reach and hours of linear television watched hit a seven-quarter low in the third quarter of 2022 as the majority of U.S. households no longer have a monthly cable subscription.
Nearly all linear advertising impressions reach only half of American households.
With cord-cutting becoming the norm, particularly among younger generations, the way audiences are engaging with streaming platforms is fundamentally changing and the consumer is even harder to reach than ever before.
Sports remain the last line of defense for linear television, with women’s sports demonstrating explosive growth in 2022.
“A critical finding in this latest report points to the need for streaming platforms to think differently about discoverability,” continued Samba TV’s Navin. “In a streaming-first world, many consumers are at risk of abandoning streaming subscriptions because they are simply not finding anything to watch. With over two-thirds of adults planning to cycle out of their subscriptions in the next six months, streamers will need to really shift from a pure acquisition mindset to one that places retention at the forefront. Streaming platforms must look to drive deeper engagement with their full portfolio of content in order to retain their audiences beyond one tentpole program.”
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.