Samba TV, a provider of omniscreen data and measurement, today released its latest State of Viewership report, analyzing approximately 47 billion hours of linear and streaming during the second half of 2022. Samba TV said its “targeted insights illustrate a viewership landscape marked by a historic new low in linear TV viewership and record saturation of the linear advertising market. With cord-cutting now the norm, the streaming-first world has given rise to new trends like subscription cycling, while making content discoverability a new challenge for streaming platforms.”
Ashwin Navin Samba TV CEO and co-founder, said: “We have reached a critical turning point in television and viewing consumption. For the first time in history, a majority of Americans report they no longer have a monthly cable subscription and are totally unreachable by traditional linear advertising. Meanwhile, streaming has become ubiquitous among every age group and ad-supported streaming has gone fully mainstream with significant expansion across new platforms, including industry leaders like Netflix and Disney+ entering the world of ads.
“While the market has never been more fragmented and rife with challenges for streamers and advertisers alike, there are also unprecedented new opportunities to drive engagement and ultimately market success for those who embrace a streaming-first, data driven, mindset.”
Samba TV’s State of Viewership Report provides an overview of linear (broadcast) television, movie, and connected TV (CTV) viewership. Samba TV’s report sheds further light on changes in television viewership, which include:
Reach and hours of linear television watched hit a seven-quarter low in