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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“It’s a battle to figure out how you get discovered and get people to watch the entire season,” said Ashwin Navin, co-founder and chief executive of Samba TV.
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Samba TV found that TikTok is a strong driver of tune-ins—97% of TikTok campaigns resulted in viewership with an average tune-in lift of 159%—but the tech company also studied the platform’s ability to drive longer consumption. Viewers who tuned in after exposure to a streaming platform’s ad logged an average watch time of 86 minutes, a 26% increase from the brand’s control group.
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“Our partnership with Samba TV provides us with extremely accurate insights into the viewing behaviors of people across the U.S., including a wide array of streaming app and program level data they are able to capture—including all of the major U.S. streamers,” Kate Sirkin, exec VP of global data partnerships at Epsilon, said in a statement. “Samba TV’s ability to deliver a granular look at the OTT viewing behavior across the streaming platforms provides our clients a deeper understanding of their customers.”
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