👻 Samsung Outlines Key CTV Trends

The study indicates that the industry has definitively shifted toward hybrid and ad-supported monetization models (AVOD/FAST), while traditional cable and satellite broadcasting are rapidly losing audiences. Furthermore, analysts identified a major emerging challenge for platforms—the rise of so-called “ghost viewers.”

Key takeaways from the State of CTV report:

• Linear TV Shrinks to a Narrow Core: While nearly 100% of modern television viewers utilize streaming services, a staggering 97% of all remaining linear TV viewing time is concentrated among just 22% of the audience (consisting primarily of older demographics). For the vast majority of users, traditional TV has effectively ceased to exist.
• The Ad-Supported Model Becomes the Standard: Three-quarters (75%) of all minutes spent by users on streaming services are now directed toward ad-supported content. Additionally, 85% of households operating Samsung Smart TVs regularly launch at least one ad-supported application. Conversely, the popularity of entirely paid, ad-free subscriptions has plummeted by 57% since 2022.
• The “Ghost Viewers” Challenge: Platforms are confronting high audience volatility; even the largest streaming applications “lose” up to half of their users on a quarter-over-quarter basis due to intermittent, occasional usage. This migration issue becomes particularly acute following the conclusion of major sporting events. For instance, 66% of users who subscribed to streaming services specifically to watch NFL games completely stopped accessing those applications immediately after the sports season ended—a churn dynamic nearly double that of the services’ permanent subscriber base.
• FAST Services Consolidate Market Positions: Free Ad-Supported Streaming Television (FAST) platforms are gaining significant traction among consumers. Viewers note that advertising on FAST services is just as relevant as on paid platforms, yet it is perceived as substantially less intrusive and causes fewer disruptions to the viewing experience.

According to Samsung Ads analysts, the report’s insights underscore the necessity for an immediate shift in marketing strategies: retaining highly cyclical audiences and deepening integration into smart TV ecosystems are emerging as the ultimate prerequisites for survival among media giants.