Television viewing habits are shifting rapidly

A new study by Samsung Ads, titled Behind the Screens, highlights that 64% of connected television viewers switch platforms during the same viewing session, indicating a significant change in how people engage with TV content.

Viewers choose content over applications

Most TV campaigns are still planned and measured channel by channel, but the study shows that 87% of viewers use the home screen to decide what to watch. This suggests that the content itself, rather than the application, drives viewer choices.

Younger viewers are more likely to switch content

Among 18-34 year olds, time spent on the home screen is higher, and they are 60% more likely to change content than older viewers. This age group's behavior presents a unique challenge for advertisers aiming to capture attention before a choice is made.

Multiple TV applications do not mean multiple audiences

On average, a household uses five TV applications, but this does not equate to five distinct audiences. More than eight out of ten viewers say the content they want determines which application they use, meaning that when content moves platforms, viewers follow it.

Linear television still holds significant viewership

Linear television accounts for 44% of daily viewing time in the five main European markets and is especially popular for live news. However, only 24% of televisions are used heavily for linear content, while 28% record no linear viewing at all.

Advertising strategies risk missing key audiences

Focusing advertising budgets on individual channels risks exposing the same households multiple times while failing to reach those who watch elsewhere. Integrating automatic content recognition (ACR) can help identify which households are still to be reached.

Success should be measured by brand impact

Rather than focusing only on the performance of individual channels, advertisers should evaluate success based on brand metrics and observable results. Those who adapt to the fluid nature of viewing habits can expand their reach and reduce missed impressions.