There’s never a dull moment in the television industry and the second half of 2022 brought its fair share of twists and turns. The insights from our most recent State of Viewership report show a landscape marked by historic new lows in linear TV viewership and record saturation of the linear advertising market, alongside new challenges in content discoverability for streaming platforms.
How can advertisers and content creators use this data to optimize their campaigns? Read on for some key learnings and download the full State of Viewership report for a closer look.
In the U.S., U.K., Germany, and Australia, over 90% of all linear ad impressions reached only 55% of households during the second half of 2022. Furthermore, those 55% of viewers are inundated with ads over and over again, as the brands they represent fail to reach new audiences and drive ad fatigue among the over-exposed.
Behavioral shifts away from linear TV highlight steep challenges advertisers face in reaching viewers via traditional platforms, with many viewers cutting the cord (the majority of U.S. households - and almost two-thirds of younger generations - report no longer having a monthly cable subscription) and shifting their attention to streaming platforms. For the first time, less than half of U.S. adults (48%) report they have a monthly cable or satellite TV subscription, and Samba TV data found that less than half of U.S. households watched linear TV daily throughout the second half of 2022.
Most households watch two or fewer streaming services, and over two-thirds of U.S. adults plan to cycle out of their subscriptions in the next six months. It is essential for streamers to shift from a pure acquisition mindset to one that places retention at the forefront.
In the second half of 2022, Americans showed that football remains king in this country, with the sport dominating all 25 of the 25 most-watched linear programs. However, Samba TV data has found that these viewers skew older and less diverse. To reach younger, diverse audiences, women’s sports are a key area to watch for advertisers.
Across the U.S., U.K., Germany, and Australia, popular shows from the second half of 2022 drove an average of 72%-78% of their total 50-day viewership by the fifteenth day. This indicates that about three out of four viewers interested in watching top shows do so within the first two weeks of their release.
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