Samsung Ad Chief: Understanding The New TV Viewer

Samsung Ad Chief: Understanding The New TV Viewer

Samsung Ads Australia GM, Alex Spurzem, explains how viewership behaviours are shifting, and the opportunities for brands that Connected TV can offer…

The TV viewer is changing. Over the past year we have seen a huge acceleration in the rate of streaming adoption both globally and in Australia. OTT media – that is, TV-style content viewed on the main television delivered over the internet, like streaming, rather than the traditional terrestrial TV formats – makes up a significant portion of how we watch our favourite shows like Survivor nowadays.

According to a recent SpotX report, 80 per cent of Australians now watch this type of video content regularly through their connected smart TVs, and ThinkTV data recognises that the weekly minutes viewed for Broadcaster Video on Demand (BVOD) has doubled from the start of 2019 to the start of 2021. And we can expect streaming and VOD services to continue to grow as we see habits stick post-pandemic.

These circumstances, a combination of a rise in viewing figures and the acceleration in content production, have given the industry a much-needed push. The connected TV market in Australia is now evolving into one that better serves both audiences and advertisers. However, this does mean it has become more complex – as have the habits of the TV viewer. Reaching the TV audience now means understanding how they consume content, where and when.

Multipurpose hub

Part of this drive in streaming adoption rates is thanks to the TV no longer being a single-purpose device. It is the central screen in the main room of the house – the heart of the home, if you will – and can be used for gaming, dual-screening from a mobile or laptop, on-demand streaming and for traditional linear viewing. The viewer is very much in control, where watching their favourite shows no longer requires audiences to be at home when it airs.

The prevalence of on-demand services has changed the expectations for everyone in terms of the viewing experience. This scope and impact should not be understated as we look to the opportunities this new, more dynamic CTV audience landscape can offer brands and advertisers looking to reach them.

Fragmented landscape

Part of this evolution involves understanding that audiences are fragmenting across the TV landscape. First party data from Samsung TVs in Australia shows that 44 per cent of our users watched little to no linear TV on their Samsung TVs in the second quarter of this year, meaning 66 per cent of their time was dedicated to streaming. This audience, consisting of light linear TV viewers, streaming-exclusive audiences and those who spend their TV time exclusively on gaming, are difficult to reach through traditional linear TV advertising.

This trend is not unique to Australia, but rather something we are seeing globally. We saw a 61 per cent increase in viewing time in streaming across our Samsung devices in five European countries for the full year of 2020, compared to a 34 per cent increase in linear TV watching time.

Smarter insights and more robust measurement tools can empower brands and advertisers to create a much clearer picture of the total TV viewer, optimising the reach and enabling the advertiser to understand how their customer is spending their time on the TV.

Multiple data sources offer a clearer picture

The data derived from Smart TVs, like Samsung’s, can give direct insights around viewers – a highly useful addition to more generally applicable panel data. For example, we know that in June this year, 73 per cent of our Australian users were navigating between OTT and linear on their Samsung TVs. That’s the benefit of Smart TVs; all types of television – linear broadcast, OTT, gaming or otherwise – are available in one place, giving consumers the ability to seamlessly navigate through platforms and content.

These enhanced choices mean that viewers now have complex patterns across TV platforms. As audiences increasingly become fragmented and scattered across the TV landscape, brands and advertisers need data-driven insights and a varied media strategy to succeed and reach target audiences when and where they are most receptive.

Brands need a more nuanced understanding that viewers now pick and choose across all channels to access the content they want, when they want. Advertisers can use CTV insights and targeting to ensure that every campaign reaches the relevant viewers, and to supplement their understanding of how people consume content today. The industry is nascent – but the potential is huge.


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