Advertisements within streaming platforms

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Samsung Ads has unveiled the latest edition of its Behind the Screens analysis series , revealing how increased discoverability and app “navigation” are driving new behaviors on Smart TVs , heralding the end of an era of ad-free TV streaming experiences.

One of the conclusions is that during the first half of last year, more than 7.1 billion applications were opened on Samsung Smart TVs in five European countries (Germany, France, Spain, Italy and the United Kingdom), thus showing growth in television viewing based on the use of applications.

This shows that the increase in streaming, both exclusive and combined with linear viewing, does not seem to be slowing down anytime soon, with 95% of Samsung TV viewers using streaming , and in September 2023 alone, exclusive streaming users spent an average of 85 hours per month per TV.

Similarly, more and more Samsung TV users in Spain are showing that they are spending more and more of their television time streaming, surpassing linear viewing, with 52% of their time being spent streaming , while 48% is spent linear, reaching a total of 800 million streaming sessions.

Viewers consume the same streaming applications
With the sheer number of apps out there today and the overload of streaming content viewers can access, it seems hard to imagine that users are stuck on just one app. However, according to analysis presented by Samsung Ads, based on app-based TV, 16% of devices use the same app every day or every time they turn on the TV. In addition, the average device regularly uses two subscription video- on-demand (SVOD) services, one advertising-supported video-on-demand (AVOD) service and one broadcast video-on-demand (BVOD) service.

On the other hand, thanks to the accelerated advance of streaming-based applications, users have diversified the places where they find their content, taking into account the saturation of the same to which they are subjected each time they go in search of content. Thus, 29% of sessions alternate between an average of three different applications in a single session, however, 65% also show changing behavior between applications but end up returning to the first application.

A growth in FAST
In terms of total viewing time, ad-supported streaming (AVOD+FAST) saw year-on-year growth of 22%, while SVOD services grew by just 3%.

The reach of AVOD in Spain is shown to be almost as high as that of SVOD , with 85% versus 86%. Similarly, SVOD dominates the total time spent with 56%, although it has shown slower growth compared to other types of video on demand, which have 3%.

Taking into account the ages of the viewers, there are also certain age differences in terms of content consumption time. On the one hand, Millennials watch an average of 1 hour and 34 minutes of streaming content per day, followed by Generation Z , with 1 hour and 26 minutes, and Boomers with 1 hour and 2 minutes.

“TV is still TV and viewers love to enjoy great content, but the way they access it has changed dramatically. With SVOD coming of age, app-based viewing now dictates the way we make decisions about what content to watch, and AVOD and FAST are seeing a significant shift here too. The challenge for apps now is to attract new viewers and prevent churn. Leveraging key insights like this will be what differentiates apps and strengthens their capabilities in such a saturated and competitive market,” said Matt Bryan, Director of Analytics & Insights at Samsung Ads Europe.

AVOD is present at all times
As another of the conclusions presented in the analysis "Behind the Screens" by Samsung Ads, it is exposed that television in prime time is dominated by linear television , BVOD and SVOD, thus highlighting its importance in the homes of the country. Even so, the behavior of viewers with AVOD was different. And while the daily peak hours of SVOD and linear were around 8-10 pm, AVOD reached its strongest point around 12 and 8 pm, and was also used constantly throughout the day.

On the other hand, gamers dominated the weekend night, registering a 32% increase in SVOD during the weekend compared to weeknights. Meanwhile, SVOD and Gaming managed to reach their highest point during the weekend, which demonstrates the trend in Spain of typical series and video game marathons, moments in which BVOD and AVOD showed a drastic drop.


One of the biggest changes seen on streaming platforms in recent years is bulgaria whatsapp lead the introduction of ads, a change driven by the services' rethinking of strategies to attract a larger number of people, taking into account those who are more aware of the costs of the platforms.

Among one of the first platforms to announce its new, lower- priced ad-supported subscription models was Netflix , who also shared that its ad-supported subscription level currently has 15 million users , 30% of the total, as did other paid services, who also revealed that ad-supported plans are providing more benefit per user than the original pure subscription plans.

In this regard, Alex Hole, Vice President and General Manager of Samsung Electronics Europe said: “In this (re)emerging advertising-funded era, it is clear that cost and content prevail. After a decade of ad-free streaming, it is encouraging to see how platforms are focusing on attracting the largest possible audience, catering to all budgets and satisfying all wants and needs. With the rise of TV apps, behaviour is becoming more complex within the TV, so it is important to take these growing audiences into account.”