Viewership of streaming content on Samsung TVs has overtaken linear viewing in the UK, according to a report from Samsung Ads released today. Data from Samsung Ads’ ‘Behind the Screens‘ report shows that for the first half of 2020, streaming accounted for 59 percent of viewing time on Samsung TVs, compared to 41 percent for linear.
Samsung’s data, drawn from Samsung’s automatic content recognition (ACR) tech and other proprietary data sets, found that both linear and streaming viewing have been up since the start of the year. Linear TV viewing has seen an 11 percent increase in hours per TV per day. But this has been outpaced by streaming services, which have seen 36 percent growth.
This works out to UK viewers watching an average of 43 minutes more streaming content than linear TV per day. And linear consumption is increasingly accounted for by a small portion of households. Thirty-three percent of Samsung TVs accounted for 75 percent of all linear TV viewing, according to the report.
Of all streaming content, ad-supported video on-demand (AVOD) has seen the most growth this year, up 30 percent. Viewing on SVOD services meanwhile was up 26 percent, and broadcaster video on-demand (BVOD) was up nine percent.
“The ongoing growth of streaming consumption is a significant trend for advertisers to be aware of,” said Alex Hole, vice president of Samsung Ads Europe. “Streaming is no longer just an emerging behaviour, but rather a central viewership method. As such, advertisers need to adjust strategies to reach all TV viewers as they consume a wider selection of content from both linear and OTT sources. Viewers are still showing up to linear TV, but advertisers should consider avoiding over-exposure to this audience to the detriment of reaching the rapidly growing streamer audience base.”
“A media plan that understands the importance of targeted advertising across the connected TV environment is pivotal for advertisers looking to reach consumers across all their viewership habits. This is heightened as households move seamlessly from linear to VOD services,” he added.