How to capitalise on the streaming revolution and rise of app-based viewing
Partner content
Advertisers want to play a starring role in viewers’ lives, but this requires a comprehensive understanding of their unique motivations and behaviours.
It’s an inescapable truth that streaming is now firmly entrenched in the viewing habits of today’s consumer.
There were more than 4bn streaming sessions in the first half of 2024 alone. However, this alone does not guarantee success for advertisers. Forging meaningful connections with audiences also requires showing up in the right place at the right time — and on the right channel.
Enter Anatomy of a Streamer. Samsung Ads has refreshed this report with the latest 2024 data, evolving it into a comprehensive edition to make it even more relevant for 2025 strategy and cross-market planning.
From viewing habits and the rise of app-based TV to the challenges facing traditional subscription models, the report is packed with valuable insights for brands.
Want to download Anatomy of a Streamer now? Click here.
Understanding the modern streamer
So what does the average Samsung smart TV user look like?
Broadly speaking, this is a screen-savvy demographic. Not only are they 30% more likely to follow the latest technology trends, they’re also twice as likely to be early adopters of new digital tools.
This eagerness to embrace the digital landscape should come as music to the ears of any advertiser concerned about TV’s role in the advertising ecosystem. Rather than abandoning this powerful channel with its unrivalled reach, it simply requires a shift in focus to streaming.
In order to tap into the full value of Anatomy of a Streamer’s findings, it’s important to get granular with the analysis and explore the audience nuances. This will be the difference between your brand stealing the show and channel-surfing with little success.
Younger audiences come to the fore
With 83% of the Samsung TV universe streaming, it’s clear that this isn’t flash-in-the-pan behaviour. As of H1 2024, streaming now accounts for 55% of users’ time on Samsung TVs, overtaking linear as the most popular environment.
But this isn’t an equal split. Younger audiences have grown up as digital natives — a fact that’s reflected in their penchant for digital experiences. Case in point: Gen Z Samsung smart TV owners spend an average of one hour and 38 minutes streaming per day — far exceeding the 49-minute average for Boomers.
When it comes to future-proofing, brands have to keep their finger on the pulse of younger viewers’ expectations. Their influence and spending power is only going to grow.
The rise of app-based viewing
As the biggest screen in the home, TV is often considered the undisputed entertainment hub. That being said, the cast has changed in recent years. While linear remains a series regular and important part of the media mix, viewing habits are shifting at breakneck speed.
Connected TV adoption is continuing to climb, with smart TVs accounting for nine in 10 global TV shipments in Q1 2023. This growth has culminated in a surge in app engagement. There were 8.6bn app launches in H2 2024 across Samsung smart TVs in France, Germany, Italy, Spain and the UK.
This 17% year-on-year increase should be a wake-up call for brand advertisers that there are new dynamics at play and the onus is on them to familiarise themselves with the app ecosystem.
This encompasses:
- Broadcaster VOD (BVOD): BBC, RTL+
- Advertising-supported VOD (AVOD) and free ad-supported streaming TV (FAST): Samsung TV Plus, Rakuten, YouTube, Pluto
- Subscription VOD (SVOD): Netflix, Disney+
What makes things increasingly difficult is that the lines between each category are beginning to blur. Adoption of AVOD and FAST platforms increased from 87% to 91% between H1 2023 and H1 2024; in the same period, commercial BVOD adoption fell from 60% to 44%. This may be in response to consumers’ shifting priorities.
Historically, cost and content were the primary motivating factors behind subscription cancellations. However, 2024 marked a changing of the guard. While 60% of consumers cited cost as the main reason, up from 56% the previous year, content-related cancellations dropped from 35% to 29%.
For brands wanting to thrive in this new streaming era, understanding consumers’ motivations is only part of the puzzle. It’s also vital to identify when audiences are tuning in en masse.
Previously, viewers would flock to the sofa post-dinner and enjoy some late-night viewing — but no longer. Fast forward to now and SVOD, BVOD and linear channels experienced their peak viewership during 6-9pm (formerly 8-10pm). Similarly, AVOD’s peak has shifted forward by two hours, from 6-8pm to 4-6pm.
Secure your screen time
No matter the medium, the goal for advertisers is always the same: to elevate their brand from bit-part player to starring role within viewers’ daily line-up.
But achieving this requires a comprehensive understanding of their unique motivations and behaviours.
While it’s natural to celebrate the increased opportunities for driving engagement within the streaming landscape, this hinges on having the necessary agility and insights to consistently deliver compelling campaigns that resonate with the relevant audience.
Want to ensure your brand stays ahead of the competition and becomes a staple of the streaming landscape? Download Anatomy of a Streamer today.
Matt Bryan is director of analytics and insights, Europe, at Samsung Ads