Leaders from six measurement companies took the stage, and every single one of them agreed it's time for change—panel-only based measurement cannot suffice to measure viewership of today and tomorrow. "We can't use methodologies of the past to analyze signals of today and the future," said Samba TV CEO Ashwin Navin.
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“In the battle among streaming providers, success is defined by various metrics: maximizing subscribers, platform engagement, and show audience,” said Samba TV co-founder and CEO Ashwin Navin. “Comparing Netflix’s Wednesday and HBO’s House of the Dragon illustrates two different approaches that draw massive audiences, with an intense focus on how to captivate younger, diverse viewers. As the streaming landscape rapidly evolves, it’s essential to develop innovative, data-driven ways to break away from the pack.”
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Samba TV’s first-party Smart TV data and proprietary measurement will be integrated into the Yahoo DSP in all three markets to help advertisers connect TV audiences from the biggest screen in the house to all digital channels for true incremental reach and frequency.
Read more >Jennifer Lopez appeared on television screens across the U.S. this Mother’s Day weekend. Her latest offering, aptly titled The Mother, debuted on Netflix on May 12. The action thriller was watched by 2.8M U.S. households over its debut weekend, according to L+2D data from Samba TV. Samba also says that The Mother over-indexed by 33% among Black households and 25% among Hispanic households.
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“It’s always been important for advertisers to drive performance, but a necessity today is how well you can reach Gen Z — a highly elusive segment of the population,” said Samba TV co-founder and CEO Ashwin Navin. “This generation is reshaping how content is consumed across every screen, highlighting a critical need for advertisers to embrace an omniscreen approach that connects all the dots of where these audiences watch TV today.”
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Most-watched day of television of the year in the UK, while U.S. audience totals almost 12 million households across broadcast and cable. But younger audiences were more likely to be watching Netflix's "Queen Charlotte: A Bridgerton Story."
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