Samba TV, the leading provider of television technology and content analytics, today announced it has entered into a new multi-year research and development (R&D) venture with TCL, one of the leading consumer electronics brands in the world.

Millennials preferred to catch new holiday movies that featured their favorite stars via streaming platforms, over-indexing in viewership compared to the national average across the majority of new releases. Meanwhile, older viewers tended to favor the tried and true Christmas classics versus the national average and were more likely to skip the new releases on streaming platforms.

Samba TV's data demonstrates how advertisers and broadcasters can better reach younger, more diverse and higher income audiences by planning their advertising investments and prioritizing media coverage surrounding these events.

“Artificial intelligence and machine learning are transforming nearly every aspect of our lives today, and we are excited about its growing relevance in television,” said Samba TV Co-Founder and CEO Ashwin Navin. “After unveiling Samba AI at CES, and have been making critical investments in Samba AI to support every facet of the Connected TV ecosystem. From the same company that introduced content recognition algorithms in Connected TVs, we are excited to share how AI will unlock a more engaging viewing experience for the content we love. Samba TV continues to lead the market in providing the technical innovations shaping the future of television with big data and machine learning.”

In both ten key battleground states and across the national landscape, streaming content has overtaken traditional television as the medium of choice for voters in both parties. With one month to go before the November elections, voters report being nearly twice as likely to stream content as having a monthly cable subscription with a majority of U.S. voters in both parties no longer having traditional linear TV subscriptions in the home.