Samba TV also says that House of the Dragon exceeded initial same-day viewership of Netflix’s tentpole series Stranger Things (1.2 million U.S. household viewers streaming in its first day), more than doubling same-day viewership for its Season 4 premiere earlier this summer.
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“The next challenge, and the real opportunity for HBO in the coming weeks, is to expand viewership beyond the passionate built-in fan base,” says Ashwin Navin, co-founder & CEO of Samba TV. “Just as Stranger Things’ most recent season four, volume two drop surpassed its volume one audience, HBO must look to innovative marketing that drives incremental audience growth to break through today’s saturated content marketplace.”
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Samba TV's Sate of Viewership report suggests that in a crowded content world, SVODs need to rethink marketing strategies as more consumers jump between services.
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Samba TV found significant front-loading of viewership for marquee titles. By the 30th day top titles were available, they had generated 86% of their 50-day viewership. About 2.9 million households watched Stranger Things Season 4 in its first four days online, with the total rising to 4.6 million households by Day 15.
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The deal with Smartclip in Spain will make Samba TV’s smart-TV viewership data available to advertisers in that market, where 82% of the adult population watches content via connected TVs.
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Samba TV’s State of Viewership report explores how unlimited choices on how to watch television means that the average consumer can customize their viewing experience like never before.
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