Comcast 1H: 57% Of Streaming's Reach Incremental, Live Accounts For 88% Of 6 Hours Of Daily TV

On average, well over half of streaming’s reach is incremental to linear TV’s, according to the latest viewership report from Comcast Cable’s advertising division, Effectv. 

Specifically, in this year’s first half, streaming’s incremental reach averaged 57% across more than 20,000 cross-platform campaigns run through Effectv. 

The report, which is based …

1 comment about "Comcast 1H: 57% Of Streaming's Reach Incremental, Live Accounts For 88% Of 6 Hours Of Daily TV".
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  1. Ed Papazian from Media Dynamics Inc, September 17, 2021 at 10:57 a.m.

    Karlene, once again, they seem to be using set usage as a surrogate for "viewing". A home is deemed to be "watching" TV if anyone in the home turns on a set, but this does not mean that every member of the household is present and ""watching" when this happens. In fact, such gatherings are very rare these days with so many screens available and so many sources of content. So, on a household basis it's quite possible for one platform---streaming---to add  reach---weekly reach? , monthly reach? ---when the female head---who did not watch any "pay TV" show in the time span involved---- streames a SVOD or AVOD service---but her husband may not have participated in  her streaming experience so his "incremantal reach" was zero. It's easy to reach households---but  more difficult to reach individual consumers.

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