Streaming audiences are more fluid than ever. Viewers may subscribe for a major game or a must-see series, then quickly move on to the next destination—creating Ghost Viewers who remain in the TV ecosystem but are no longer active within a given app.

In this report, you will learn:

• Why viewers are loyal to content, not platforms—and what that means for streaming advertisers
• How Ghost Viewers can distort audience size and create wasted media spend
• Why Audience Availability should be the new basis for CTV planning and buying
• How Samsung helps advertisers reach active, addressable audiences across the TV viewing journey

Download the white paper