The WNBA’s diverse viewership also is valuable to advertisers. During the 2021 and 2022 playoffs, more Black households were watching, as well as households with incomes ranging from $150,000 to $200,000, according to television data firm Samba TV. The WNBA also is starting to attract viewers age 20 to 24, Samba reported.
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Forty-five percent of households surveyed say they finished shows released in bulk compared to 39% who finished multipart drop releases and 35% who finished weekly releases.
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The Wrap Report provides an exclusive first look at the most watched movies and TV series from the past week across both streaming and linear television sourced from viewership trends collected from Samba TV’s panel of more than 3 million households drawn from over 25 million connected TVs, balanced to the U.S. Census.
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“Four of the five leaders in late night have seen double-digit decreases in reach during the late fringe time slot, with some losing as much as 50 percent of their audience during those hours,” said Ashwin Navin, the chief executive of Samba TV. “It remains to be seen how late night will rebound to its previous relevance.”
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The strikes have had a “catastrophic” impact on late-night television viewing, according to the research firm Samba TV. Without Colbert, Fallon and Kimmel proving fresh, topical material, the broadcast networks have seen late-night viewership declines of between 40% and 50%, Ashwin Navin, Samba TV co-founder. “It remains to be seen how late night will rebound to its previous relevance,” he said.
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"Ultimately, the one thing that everyone in the TV landscape has been chasing is transparency, including writers and actors needing to know how many people are watching their work in order to properly value themselves," Ashwin Navin, cofounder and CEO of Samba TV, which measures TV audiences, told Insider. "The outcome of the WGA strike is a meaningful step towards a much more level playing field between streaming platforms, studios, and the talent themselves."
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