Q2 2022

The State of Viewership

Insights from approximately 24 billion hours of linear and streaming

Rebecca Fine
Assoc. Director of Marketing Insights & Content

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Q2'22 U.S. State of Viewership Report

Download the Report

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Author
Rebecca Fine
Assoc. Director of Marketing Insights & Content
Aug 18, 2022
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Samba TV’s latest United States viewership report analyzed more than 24 billion hours of television viewing across linear and streaming to reveal top viewership trends from Q2 2022.

Download the report for fascinating insights on:

  • Consumption of linear TV falling to a yearly low
  • The vast majority of linear ads oversaturating the same half of TV viewers
  • SVODs risking churn with limited stickiness
  • Gen Z and millennials shifting away from linear TV
  • Consumer habits related to binging new series

95%

of linear ads reached only half of U.S. households

23%

Households under age 35 watched 23% less linear tv per week than households over age 35

75%

Approximately 75% of viewership for new TV premieres occurs within two weeks after they are released

95%

of linear ads reached only half of U.S. households

23%

Households under age 35 watched 23% less linear tv per week than households over age 35

Download the Report

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
Download the Report