Video advertising content appearing on Samsung’s smart TV
operating system and the Amazon Prime Video streamer were in a virtual dead heat in 2024 when it comes to reach of smart TV U.S. households (through all capable devices), according to an ARF Dash
study.
For the 2024 year, Samsung had advertising reach of 45.54 million smart TV households, while Prime Video had 45.48 million.
Far behind these top video services are Tubi (with
28.9 million U.S. homes), the Roku Channel (at 26.8 million) and LG (at 25.0 million).
The bottom five companies for advertising reach include Vizio (at 22.1 million), Freevee (21.5 million),
Hulu (21.5 million), Pluto TV (20.4 million) and Peacock (18.9 million).
According to its proprietary automated content recognition (ACR) data, Samsung says ad-supported streaming grew 8%
in the second quarter of this year versus a year ago, with ad-free streaming 9% higher.
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Connected TV (CTV) accounts for 74% of the viewing time on Samsung Smart TV sets, and 69% of streaming
time is now ad-supported (with 31% ad-free), Samsung adds.
In its second-quarter report, Nielsen says total ad-supported viewing (linear and streaming) grew 2% (1.2 share points) to 73.6%
(with ad-free streaming at 26.4%).
Viewers are also expanding their use of smart TV sets -- beyond TV shows and movies:
--62% watch internet-based video (YouTube, Twitch)
--44% do
gaming
--37% do social media
--35% use their smart TVs for “ambiance” content, background visuals, brown noise/white noise etc.
--26% do learning and education
For
itself, Samsung says a total of 77 million active TV sets give the company valuable first-party data.