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For the second half of 2024, streaming was up 56% YoY and linear grew 8%. Live sports, the presidential election, and streaming growth signal a shift in consumer viewing habits as AI-powered targeting unlocks new advertising opportunities
Samba TV, a global provider of AI technology for media analytics, today released its State of Viewership Report for the second half of 2024, analyzing 51 billion hours of linear and streaming TV consumption to uncover key trends and emerging opportunities shaping the future of television and advertising.
The report highlights a surge in total television viewership driven by major live events, ad-supported streaming gaining widespread adoption, and the growing impact of AI-powered contextual targeting in transforming advertising effectiveness.
“Live events are the new battleground of audience engagement—transforming passive viewers into active participants while rewriting the rules of media consumption,” said Ashwin Navin, Samba TV co-founder and CEO. “As streaming and linear audiences converge around live sports, we’re witnessing a seismic shift where AI-driven insights turn fragmented viewership into strategic opportunity, turning every screen into a precision-targeted canvas of brand connection.”
Samba TV’s State of Viewership Report breaks down the latest trends in linear and Connected TV (CTV), revealing how audiences engage across traditional broadcast and OTT platforms and highlighting the shifting dynamics of TV consumption and the key forces reshaping the industry.
Key findings from the report include:
Ad-Supported Streaming Surges, Unlocking Premium Inventory
TV consumption soared in late 2024 — streaming hours up 56% YoY, linear TV at a two-year high (+8%) — driven by the presidential election, Olympics, crime