Streaming and linear TV services break previous viewing records, as reported by Samba TV.
In the ever-evolving world of media consumption, Samba TV's latest State of Viewership Report for the first half of 2024 sheds light on the significant trends shaping the TV landscape. The report, which analysed 51 billion hours of linear and streaming TV consumption, presents a compelling picture of a TV ecosystem evolving with technology but still valuing traditional viewing habits.
Streaming viewership saw a significant increase, with an overall rise of 56% year-over-year. This surge highlights the ongoing shift towards streaming platforms as primary sources for TV content. Notable contributors to this growth include Free Ad-Supported Streaming TV (FAST) services and ad-supported tiers of subscription video on demand (SVOD).
Interestingly, traditional linear TV also experienced growth, increasing by 8% in the same period. This suggests that despite the streaming boom, scheduled TV viewing remains a relevant part of the media landscape.
Samba TV expanded its market presence to 40 countries by mid-2025, leveraging its first-party data from tens of millions of opted-in televisions worldwide. This expansion supports enhanced audience measurement and more targeted advertising capabilities globally.
The report also highlights the increasing use of AI and advanced audience segmentation to drive marketing efficiency in TV advertising. For instance, AI-powered contextual targeting is improving advertising effectiveness in streaming and linear TV, connecting Attention to Intention for top holiday retailers like Macy's, Kohl's, and Walmart.
Live events, such as sports and news, continue to contribute significantly to the growth in total television viewership. Major live events, such as "Thursday Night Football" and the Jake Paul vs. Mike Tyson fight, drove record sign-ups for Prime Video and Netflix, respectively. The presidential debates attracted more viewers than the NFL, with over 10 million additional households.
Political ad spend rose just 28% YoY, with MAGA-supportive brands leading election-cycle buys. Meanwhile, entertainment, pharma, health and beauty, and food and beverage are the main categories driving TV ad volume.
The Paris Olympics drew massive crowds, with women's sports leading double-digit growth. Capital One dominated MLB World Series Game 5 logo exposure, while Mastercard reached similar households with fewer touchpoints.
The convergence of streaming and linear audiences around live sports is leading to a significant shift in media consumption. Platforms like Amazon, YouTube TV, Apple TV+, and Netflix are investing heavily in live sports and events. Advertising plays a significant role in driving viewership, with audiences exposed to promos for top streaming shows being seven times more likely to watch.
Despite the rise of streaming, linear TV has seen a bump in popularity due to news and current events, particularly during the election season. Linear TV also saw growth, with an 8% increase in the same period. Higher-income households tend to see fewer ads during their TV consumption.
The report's findings collectively paint a picture of a TV ecosystem evolving with technology but still valuing traditional viewing habits. Advertisers are adapting by utilizing outcome-driven media strategies to reach diverse audiences effectively. As we move into the second half of 2024, it will be interesting to see how these trends continue to unfold.
- The increase in streaming viewership by 56% year-over-year signifies the ongoing shift towards streaming platforms as primary sources for TV content.
- Traditional linear TV also experienced growth, increasing by 8% in the same period, demonstrating that scheduled TV viewing remains relevant.
- Samba TV, operating in 40 countries, leverages its first-party data from millions of opted-in televisions worldwide to support enhanced audience measurement and targeted advertising capabilities.
- AI-powered contextual targeting is improving advertising effectiveness in streaming and linear TV, particularly during holidays, as seen with retailers like Macy's, Kohl's, and Walmart.
- Live events, such as sports and news, are contributing significantly to the growth in total television viewership, with major events driving record sign-ups for streaming services.
- The convergence of streaming and linear audiences around live sports is leading to a significant shift in media consumption, with platforms like Amazon, YouTube TV, Apple TV+, and Netflix investing heavily in live sports and events.
