Insights & Takeaways From Our Q2’22 State of Viewership
Assoc. Director of Marketing Insights & Content
Aug 23, 2022
Our Q2 2022 U.S. State of Viewership report analyzed more than 24 billion hours of TV to shed light on recent streaming, linear, and advertising trends. The insights we gleaned illustrate a viewership landscape marked by year lows in linear TV viewership, record saturation of the linear TV ad market, a tsunami of new content flooding streaming platforms, and an increasing likelihood for streaming subscriber churn.
So 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.
Consumption of Linear TV Drops to a Yearly Low
In Q2, linear TV dropped to a year low in minutes watched. With only half the population tuning in to traditional television each day on average throughout Q2 2022, advertisers face a heightened challenge in reaching the other half of household viewers through these mediums.
➢ Pro-Tip: Integrate CTV and digital into your buying strategy to reach hard-to-hit viewers that have shifted away from linear.
Gen Z and Millennials Drive Shift Away from Linear TV
Some decline in linear viewership can be attributed to different habits among age groups, with older generations remaining tied to linear and younger viewers switching to OTT services. Millennials under age 35 watched nearly 25% less linear TV per week than households over age 35.
➢ Pro-Tip: Advertisers looking to reach incremental Gen Z and millennial audiences need to reach beyond linear TV and develop a unified approach to the entire content ecosystem that these generations now consume.
SVODs Risk Churn with Limited Stickiness
For the second quarter in a row, both Disney+ and Netflix far outperformed all other streamers in driving multiple program engagements with subscribers.Across other streamers, over half of viewers watched only one of the platform’s top programs in Q2.
➢ Pro-Tip: The pressure is on to retain viewers. SVODs need to find new ways to connect one-time users to their deeper portfolio of content, and can do this by working with partners to more strategically drive tune-in for users they already have before they risk losing them to cycling.
Sports Remain Saving Grace for Linear TV
80% of the top 50 reaching linear programs were related to sports, demonstrating howlive sporting events continue to dominate the linear space. Only four linear TV programs drove over 10 million household tune-ins this quarter, and each of them were tentpole sporting events.
➢ Pro-Tip: Target the same sports viewers on their digital devices rather than buying expensive ads through the TV broadcast of the sporting event. Samba TV’s proprietary identity solution identifies which digital devices are associated with which TVs, allowing you to target NBA fans, March Madness fans, or any sports fans you want.
Platforms Have Only 30 Days to Capture Audiences Before They Set Sights on Next Buzzworthy Streaming Show
Even the most-viewed series fizzled out after their first month. Samba TV data shows over three quarters of 50-day premiere viewership on streaming platforms often occurs within the first two weeks.
➢ Pro-Tip: Content creators need to think beyond tentpoles to ensure they are drawing in new viewers to not only signature content investments, but also into deeper aspects of their portfolios necessary for sustaining ongoing subscriptions.
Amidst Signs of an Impending Recession, Top Financial Advertisers Lean Into Economic Uncertainty
7 out of the top 10 financial advertisers drove more linear impressions in Q2 2022 than Q2 2021. Chase, Upgrade, Bank of America, and Merrill turned up the spending most dramatically.
➢ Pro-Tip: During an economic downturn, it’s more important than ever to be nimble, flexible, and focused. Base decisions on accurate TV data and ensure the payoff of each ad dollar by using best-in-class targeting for higher ROI, as well as representative measurement tools for optimizing campaigns.
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