Insights Insights

Insights

Unique Data, Producing Unique Insights, and Real-World Results

Insights

Unique Data, Producing Unique Insights, and Real-World Results

Strong Foundation to Generate Deterministic Results

Strong Foundation to Generate Deterministic Results

We utilize data technology called ACR, or automatic content recognition, that captures everything happening on the glass and enables consumers a more customized content discovery experience across millions of Samsung Smart TVs.

We utilize data technology called ACR, or automatic content recognition, that captures everything happening on the glass and enables consumers a more customized content discovery experience across millions of Samsung Smart TVs.

A New TV equilibrium

Back in Q2 of 2019, the streaming TV format approached parity with linear time spent. The question was how long it would take to reach parity with traditional linear TV. That happened more quickly than many anticipated: 50/50 parity in time spent was reached in Q3 2019. In Q4, streaming garnered 52% share of viewing. Then the events of Q1 and Q2 2020 accelerated the trend dramatically.
 
Now, after several quarters of sharp increases in viewing time and share growth in streaming environments, Q3 2020 marked the second straight quarter where streaming held 63% of total TV viewing time.

A New TV equilibrium

Back in Q2 of 2019, the streaming TV format approached parity with linear time spent. The question was how long it would take to reach parity with traditional linear TV. That happened more quickly than many anticipated: 50/50 parity in time spent was reached in Q3 2019. In Q4, streaming garnered 52% share of viewing. Then the events of Q1 and Q2 2020 accelerated the trend dramatically.
 
Now, after several quarters of sharp increases in viewing time and share growth in streaming environments, Q3 2020 marked the second straight quarter where streaming held 63% of total TV viewing time.
A New TV equilibrium

TV Audiences Today are Mostly Streaming

Advertisers are faced with an ecosystem that can be divided into a “Mostly Linear” viewing preference and “Mostly Streaming” viewing preference. Mostly Linears comprise 25% of the Samsung audience but watch 87% of the linear minutes. Mostly Streamers comprise 75% of the Samsung audience and consume 13% of the linear minutes.  Conversely, Mostly Streamers are watching 87% of the streaming minutes, and Mostly Linears watch only 13% of the streaming time. Clearly, to achieve a balanced reach strategy, advertisers must have a strategy for both formats.

TV Audiences Today are Mostly Streaming

Advertisers are faced with an ecosystem that can be divided into a “Mostly Linear” viewing preference and “Mostly Streaming” viewing preference. Mostly Linears comprise 25% of the Samsung audience but watch 87% of the linear minutes. Mostly Streamers comprise 75% of the Samsung audience and consume 13% of the linear minutes.  Conversely, Mostly Streamers are watching 87% of the streaming minutes, and Mostly Linears watch only 13% of the streaming time. Clearly, to achieve a balanced reach strategy, advertisers must have a strategy for both formats.
TV Audiences Today are Mostly Streaming
Advertisers Can Reach Their Audiences in Streaming Environments

 

Advertisers Can Reach Their Audiences in Streaming Environments

In the early years of streaming, subscription-based services dominated streaming reach and time spent.  If that were still true today, it might present a crisis for advertising--as audiences moved into a format without opportunities to connect with them. 
 
Fortunately that notion is outdated.  The proportion of Samsung Smart TVs that watch ad-supported streaming services (AVOD), has grown steadily,  and has accelerated during 2020. In Q3 2019, 60% of Samsung TVs watched AVOD. In Q3 2020, that number grew to 70%--posing a substantial reach opportunity for advertisers.
 

 

Advertisers Can Reach Their Audiences in Streaming Environments

In the early years of streaming, subscription-based services dominated streaming reach and time spent.  If that were still true today, it might present a crisis for advertising--as audiences moved into a format without opportunities to connect with them. 
 
Fortunately that notion is outdated.  The proportion of Samsung Smart TVs that watch ad-supported streaming services (AVOD), has grown steadily,  and has accelerated during 2020. In Q3 2019, 60% of Samsung TVs watched AVOD. In Q3 2020, that number grew to 70%--posing a substantial reach opportunity for advertisers.
 

Two format ecosystem has emerged

Two format ecosystem has emerged

Increasingly, both formats--traditional linear and streaming--are essential to advertising reach.

Increasingly, both formats--traditional linear and streaming--are essential to advertising reach.

Quick Facts

Quick Facts

Trends everyone should know

Trends everyone should know

Consumers choose streaming

Consumers choose streaming

While 2020 consisted of a time of explosive growth in all TV viewing and especially streaming, audiences are settling down to a new equilibrium where 63% of their TV time is spent streaming, and 37% is spent in traditional linear.

Balanced reach strategy

Balanced reach strategy

With 25% of Samsung Smart TV audiences watching no linear, and two segments--Mostly Linear and Mostly Streaming audiences--showing strong preferences, advertisers are faced with a “two-format” TV ecosystem.

Streamers are reachable

Streamers are reachable

Fortunately streaming audiences are also adopting ad-supported streaming (AVOD). AVOD watchers now comprise 70% of Samsung Smart TV audiences.

Emergence of AVOD

Emergence of AVOD

AVOD audiences are watching 1 hour 15 minutes per day, which gives advertisers a strong option to communicate in that format.

Growth of TV Viewing Environments

Growth of TV Viewing Environments

Average time spent per TV year-over-year change

Average time spent per TV year-over-year change

AVOD
AVOD
Advertising Video on Demand (AVOD) is the fastest growing viewing environment on TV with an average time spent per TV increase of +47% in Q3 2020 vs. Q3 2019.
SVOD
SVOD
Subscription Video on Demand (SVOD) grew notably in Q3 2020 with a +36% average time spent per TV increase vs. Q3 2019.
Linear
Linear
Consumer average time spent per TV with linear was relatively flat at +3% in Q3 2020 vs. Q3 2019.
AVOD
AVOD
Advertising Video on Demand (AVOD) is the fastest growing viewing environment on TV with an average time spent per TV increase of +47% in Q3 2020 vs. Q3 2019.
SVOD
SVOD
Subscription Video on Demand (SVOD) grew notably in Q3 2020 with a +36% average time spent per TV increase vs. Q3 2019.
Linear
Linear
Consumer average time spent per TV with linear was relatively flat at +3% in Q3 2020 vs. Q3 2019.
Justin Evans, Global Head of Analytics & Insights

“Advertisers who focus only on linear are risking missing more than 7 in 10 TV viewers. Clearly, to achieve a balanced reach strategy, advertisers must have a plan for both linear and streaming formats."

— Justin Evans, Global Head of Analytics & Insights