All told, in the drive to survive in OTT, Netflix is in the pole position to shape the future of entertainment. If Sarandos and Peters can truly nail customer retention, they can focus on other key areas that will define streaming, such as sharpening their ad-supported strategy and finding new, innovative approaches to extend the lifetime value of their content portfolio.
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Netflix has the opportunity to completely transform the ad market forever by embracing new ways in which advertisers are hankering to use the incredible data and targeting capabilities of these connected platforms – but are finding increasingly difficult in the largest digital ad platforms due to policy changes.
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About 870,000 Samba TV-measured U.S. households tuned in to the first episode in the first four days since it debuted on the streaming service, according to the audience analytics company. That’s up about 59% from the 546,000 households Samba measured for the Season 2 premiere.
Read more >Samba TV’s analysis is pulled from a nationally weighted household panel that measures more than 25 million connected TVs in the U.S. in both linear and streaming TV consumption. The data firm also drills down into local metro viewership, and also surveyed the Oscar-voter-rich Los Angeles market.
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The proportion of ads reaching light viewers on linear TV in the UK fell to just 8 percent in H2 2022, according to Samba TV’s latest State of Viewership report. A similar trend emerged in Germany, with the light TV viewership seeing an average nine ads per day. That means 91 percent of linear TV ads reached the same 55 percent of audiences. “The need to drive incrementality and reach unique audiences, while also managing frequency to avoid consumer burnout, has never been more urgent,” added Samba TV.
Read more >Shows may only have a shelf life of about two weeks to attract viewers. Data from 20 of the most popular shows released in the second half of 2022 shows that 15 of them had driven more than 75% of their total 51-day viewership in just the first 15 days of release. The only exception? Netflix’s Wednesday.
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