New research from Samsung Ads and independent consumer research company, LongTerm CoLab, has revealed how audiences choose what to watch based on their mindset, moment and motivation, offering advertisers new opportunities to connect with viewers across a wider spectrum of viewing occasions.
The study, which surveyed 1,000 Australians about their TV viewing habits, preferences and experiences across programming and ads, found that despite a shift in how we watch – with streaming on Connected TVs now the dominant force – why we watch TV has stayed the same.
While the latest report from Deloitte shows the majority of consumers (65 per cent) are taking out more subscriptions than ever to access selective exclusive originals and cultural “wind-up” moments, like Adolescence, The White Lotus and The Studio, one in three viewing occasions (31 per cent) is still driven by the desire to relax and decompress – making it the number one reason why we watch TV.
Samsung Ads’ research reveals this “unwind” mindset is highly valuable for advertisers, delivering more positive ad perception (85 per cent versus 50 per cent) and higher levels of engagement for ads (86 per cent versus 71 per cent) compared to wind-up content. It is also fuelling rapid growth in free streaming environments, where time spent viewing content has increased 19 per cent, compared to just 6 per cent growth across paid streaming services.
“Big launches and exclusive originals will continue to drive headlines and subscriptions, but the data shows a quieter truth. It’s the long-running series and familiar titles that dominate the most-watched TV shows on the global streaming charts. TV Plus is built around everyday viewing moments: helping our users scroll less, discover more and unwind sooner,” Samsung TV Plus, APAC’s regional head Brigitte Slattery said.
“The trap today is that brands and advertisers underestimate the capacity for viewers to want different things at different times. As momentum continues to build in the free streaming space, advertisers have the opportunity to implement more holistic and effective screen strategies that can create long-term brand connections. By tapping into the full range of viewing occasions and audience needs, advertisers can deliver greater impact on the biggest screen in the home,” Samsung Ads ANZ’s sales director Richard Wheeler added.
