new partner research
'Behind the screens' by Samsung ads

For the very first time, Samsung have combined their unique TV and mobile data to provide unique insights into how consumers consume media throughout their day.

'Behind the Screens' provides an array of  insights into the relationship between TV and phone consumption, how consumers are using their TVs, and the differences in usage across multiple European markets. 

Samsung Ads - Behind the Screens

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how time of day shapes habits across screens

The likelihood of audiences second screening – watching TV while also using their mobile phone – varies significantly throughout the day, and also over the course of a week. For example, the chances of second screening are highest between 9pm and 10pm, while phone usage tends to be lowest during midweek.

Find out more about how consumers are interacting with their mobile and TV devices as they go about their day. 

behavioural tv trends depend on more than demographics

Across Europe the presence of established local market broadcasters has impacted the rate of app adoption. This suggests the trend toward fragmentation goes beyond demographics and the report explains the time spent viewing linear, streaming and gaming across the EU and the 'big five' European markets. 

fragmentation is increasing & Presents fresh challenges for advertisers

The shift to streaming has seen TV viewing become split across a large number of individual apps. And Samsung's data shows that for advertisers, it's more complicated than ever trying to figure out how to reach audiences via a TV set.

Find out why there's now an incredible 2,112 different possible combinations of apps that individuals could be splitting their viewing across.

 

 

download the report