September 22, 2020
Samsung, the largest manufacturer of Internet-connected televisions, or smart TVs, in the United States (ahead of LG Electronics), says consumers in the United Kingdom accessing over-the-top video on its TVs now exceeds consumers accessing linear programming.
The data from Samsung Ads Europe from January through June mirrors TV consumption habits of 50 million Samsung smart TVs in the United States the South Korean manufacturer disclosed in June. Specifically, Samsung found a 59% increase (or 38 minutes daily) in OTT video consumption across the United Kingdom, France, Germany, Spain and Italy. About 72% of survey respondents said they stream and watch pay-TV.
“Streaming is no longer just an emerging behavior, but rather a central viewership method,” Alex Hole, VP of Samsung Ads Europe, said in a statement. “As such, advertisers need to adjust strategies to reach all TV viewers as they consume a wider selection of content from both linear and OTT sources.”
Hole said consumption of linear TV continues, but advertisers should consider avoiding “over-exposure” to this viewer at the expense of OTT video consumption.
Samsung has a vested interest in streaming video. It launched a few years ago an ad-supported VOD platform dubbed “Samsung TV Plus,” featuring 135 channels across various news, sports and entertainment genres.
Indeed, Samsung said it saw the largest spike in ad-supported video-on-demand (AVOD) consumption among consumers in the U.K., up more than 30%, or about 1 hour and 39 minutes per day. SVOD use increased 26%, while on-demand broadcast content increased 9% and TVOD remained flat.
“A media plan that understands the importance of targeted advertising across the connected TV environment is pivotal for advertisers looking to reach consumers across all their viewership habits,” Hole said. “This is heightened as households move seamlessly from linear to VOD services.”