Smart TV usage is reshaping the advertising industry as consumer habits shift toward streaming services. Samsung Ads' latest analysis, "Behind the Screens: TV Phone Home," examines app-based insights from millions of devices across Europe to guide advertisers through the fragmented world of modern viewing habits. The report highlights strategies for overcoming fragmentation and leveraging data to enhance ad effectiveness.
Fragmentation in Modern Viewing Habits
As streaming expands, consumer behavior becomes increasingly scattered. App usage on Smart TVs is growing rapidly, with British viewers spending over four hours daily engaging with various content types. While traditional linear viewing remains significant, the majority of time is now dedicated to on-demand platforms like SVoD, AVoD, and user-generated content. This diversity creates a complex environment for advertisers who must navigate numerous app combinations.
Streaming apps dominate the modern viewing experience, with an annual growth rate of 12% in the UK alone. Viewers frequently switch between multiple apps during their daily TV sessions, creating a rich but fragmented landscape. With over two billion app launches recorded in the second half of 2024, it's clear that consumers are embracing diverse content sources. This trend extends beyond entertainment, incorporating gaming and other interactive experiences. Advertisers face the challenge of pinpointing target audiences amidst this complexity, requiring sophisticated data-driven approaches to ensure effective reach.
Leveraging Discovery Opportunities
Despite fragmentation challenges, there are significant opportunities for advertisers to engage audiences during moments of discovery. A substantial portion of viewers express openness to new content and brands, making the TV home screen a prime location for targeted advertising. By optimizing placement during these exploratory phases, brands can effectively capture viewer attention when curiosity levels peak.
Discovery has become central to the viewing experience, with Nielsen data indicating that users spend considerable time searching for content. Samsung users visit the home screen multiple times daily, surpassing individual app engagement. This behavior presents unique opportunities for both advertisers and content providers. Prominent placements on the home screen can significantly enhance visibility, while tailored recommendations improve user satisfaction. Additionally, cross-device insights reveal optimal timing for ad delivery, such as during 'second screening' periods when mobile and TV usage aligns. By integrating these strategies, advertisers can maximize impact and engagement, ensuring messages resonate effectively within the evolving digital ecosystem.