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The State of Viewership

Corey Rice
Content Marketing Strategist

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The Long (Dragon) Tail: Game of Thrones & Time-Shifting

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Author
Corey Rice
Content Marketing Strategist
Jun 18, 2019
3
MINUTES 
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HBO audiences remain highly engaged with the final season

through time-shifted viewing

The curtain has dropped on the final season of Game of Thrones, bringing to an end what is perhaps the most popular TV program of the last decade. However this does not mean viewers have stopped watching season eight; in fact Samba TV’s analysis of time-shifted viewership found quite the opposite.

Modern viewers are 100% in control of when, where and how they consume TV content, forcing networks and broadcasters to adjust their business models in order to engage with viewers on their own terms. Case in point: for years HBO consistently and emphatically claimed it was not considering a standalone streaming option.

However, HBO’s decision to launch HBO Now in April of 2015  (just days before GoT’s fifth season premiere) was a bet that has clearly paid off in dividends. The streaming platform directly targeted cord cutters and opened the network’s premium content to any and all viewers – even those that lacked a cable or HBO subscription – and currently boasts 8 million subscribers.

At first glance a program with the massive popularity of Game of Thrones seems like a lock for appointment viewing, and while many fans certainly watched each episode live, Samba TV’s analysis shows that time-shifted viewing was prevalent across the entire season and still continues well past the May 19th finale.

Game of Thrones: Time-shifting Trends

Time-shifted Game of Thrones viewership for the final season remains substantial – episode two had the highest gains and picked-up 141% net-new viewership between Live+Same Day and Live+28 Days. The premiere also has consistent time-shifting viewership gains with 99% net-new viewership growth between Live+Same Day and Live+35 Days; five weeks after its airing, viewers were still watching the season’s first episode.

See Samba TV’s Game of Thrones time-shifting analysis below and be sure to download our season seven insights 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.

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