Samba TV, a global leader in AI-powered media analytics, has unveiled its State of Viewership Report for H2 2024, analyzing 51 billion hours of linear and streaming TV consumption. The report highlights key trends, including the rise of ad-supported streaming, the impact of live events, and how AI is transforming contextual targeting in advertising.

Findings from the Report

1. Ad-Supported Streaming on the Rise

• Streaming hours increased 56% YoY, with linear TV also seeing an 8% boost due to major events like the Presidential Election, Olympics, and crime dramas.
• Netflix dominates multi-show consumption (72% of viewers), while other platforms struggle with audience retention.
• Ads drive engagement—viewers exposed to promos for top shows are 7x more likely to watch.
• Prime Video led ad impressions (+72%) following its ad-tier launch and exclusive sports deals (e.g., Thursday Night Football).
• 56% of new streaming subscriptions opted for ad-supported tiers, emphasizing the shift in consumer behavior.

2. Live Events & Politics Redefining Audience Engagement

• The Presidential debates outperformed NFL viewership by over 10 million households, proving politics can command Super Bowl-sized audiences.
• The Paris Olympics saw an 11% increase over Tokyo and 25% over Beijing, with women’s sports driving double-digit growth.
• Streamers bet on live sports—events like Jake Paul vs. Mike Tyson and NFL’s TNF drove record sign-ups for Netflix and Prime Video.
• NBC leveraged the Olympics to boost Peacock subscriptions, showing the power of live sports in driving platform growth.
• Political ads dominated TV, shaping voter sentiment, while Fox News led ratings in key swing states.

3. Targeting & Engagement: The New Battle in Advertising

• 150 ads per day hit half of TV households, but high-income viewers see 15 fewer ads daily, signaling inefficiencies in reaching affluent audiences.
• Top advertising sectors:
  • Entertainment (18%)
  • Pharma (12%)
  • Health & Beauty (11%)
  • Food & Beverage (9%)
• Insurance lags (4%), but Progressive leads in ad impressions.
• Retailers’ holiday ad wars: Macy’s, Kohl’s, and Walmart dominated, while others scaled back.
• Contextual targeting’s power:
  • Macy’s had the highest media impressions.
  • Walmart led in positive online conversations.
  • Amazon had the lowest positive and negative sentiment, showing mixed consumer perceptions.

Samba TV’s State of Viewership Report highlights AI-driven insights, live event dominance, and ad-supported streaming growth as key trends shaping TV and advertising in 2024. As the industry adapts to evolving viewership patterns, brands must leverage AI-powered targeting and live event engagement to maximize impact.