Linear TV Missing Vast Majority Of Streaming-Centric Audience

While it's well-known that streaming provides incremental audience reach beyond linear TV, it's also notable that linear is missing out on a lot of the streaming audience. New data from Samsung Ads shows linear TV misses over 80% of streaming-centric audiences.

• That number translates to 52% of all TV households – a staggering number for ad buyers and sellers alike.
• Between 2022 and 2023, the share of Samsung households that spend more than half of their time with streaming grew by 5 percentage points. Almost two-thirds of viewers have
streaming as their go-to viewing option.
• Looking at 15 ad campaigns using its linear TV ACR data, Samsung calculated reach curves to streaming-centric viewers and found that even at 1,000 GRPs, linear media plans reach fewer than 20% of that streaming-centric audience.