The State of Viewership

Rebecca Fine
Assoc. Director of Marketing Insights & Content
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Insights & Takeaways From Our Q2’22 State of Viewership

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Author
Rebecca Fine
Assoc. Director of Marketing Insights & Content
Aug 23, 2022
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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 how live 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. 

Why Samba TV?

Our mission is to create data at the heart of TV, powering a more scientific approach to advertising and a better viewing experience for everyone.

Real-Time Disruption in Real-World Viewership

Audiences are enjoying more television content today. As viewership rapidly shifts across a growing set of innovative platforms, formats and devices, we provide real-time insights to help drive business decisions.

For the Love of Television

Samba TV enables marketers to build engaged audiences, and empowers viewers to spend more time with programming and brands they love. We believe data should be independent, not monopolised by walled gardens that measure their own media.

We Turn Noise into Knowledge

We utilize our AI/ML driven tech stack and comprehensive, accurate first-party data that is gathered from 24 leading CTV brands globally, to power real-time decision making and optimise audiences' consumer journey across an expanding slate of platforms.

Why Samba TV?

Our mission is to create data at the heart of TV, powering a more scientific approach to advertising and a better viewing experience for everyone.

Real-Time Disruption in Real-World Viewership

Audiences are enjoying more television content today. As viewership rapidly shifts across a growing set of innovative platforms, formats and devices, we provide real-time insights to help drive business decisions.

For the Love of Television

Samba TV enables marketers to build engaged audiences, and empowers viewers to spend more time with programming and brands they love. We believe data should be independent, not monopolized by walled gardens that measure their own media.

We Turn Noise into Knowledge

We utilize our AI/ML driven tech stack and comprehensive, accurate first-party data that is gathered from 24 leading CTV brands globally, to power real-time decision making and optimize audiences' consumer journey across an expanding slate of platforms.

“Samba gave us the platform to reach our audience and stay top of mind”

Aina Bolstad, Senior Marketing Comms Manager, Microsoft

"Partnering with Samba a second time allowed us to understand the role of each medium & environment in our video plans. This partnership continues to give us insights we can use to optimize in a way we were previously unable."

Sarah Leidy, Manager, Southwest Airlines

“Using high-quality data sources, like Samba, to help us identify readers who engage in specific behavior is becoming a valuable enhancement to our strategies for finding the right people on BuzzFeed."

Josh Peters, Buzzfeed, Director of Data Partnerships