What They Say
A report by Samsung Ads said that it is harder to get to gamers using traditional linear media. NextTV said that compared to all Samsung smart TV users, gamers spend 42% less time with linear compared to other viewers. Samsung said that 74% of gamers rely mostly on streaming services for TV viewing, while 43% of those gamers don’t have a pay-TV subscription. Another 31% have a cable subscription but spend most of their time streaming.
Gamers spend just 20% of their time on linear, 28% of their time gaming and 52% of their time streaming. That means that about 80% of the time, gamers can’t be reached by traditional TV advertising. Samsung said that 77% of gamers use subscription VOD and 75% use ad-supported streaming services.
Using GfK data, Samsung Ads said 29% are likely to be the decision maker for an auto purchase or lease in the last 12 months, 43% have four credit cards, they are 38% more likely to travel domestically with friends, 23% more likely to dine more than 12 times at a fast food or drive-in restaurant in the last 30 days and 93% more likely to be a new technology “super influencer.”
Samsung said the number of gamers on Samsung smart TV rose 21% to 19.8 million from 16.5 million in 2020. Time spent gaming was flat at 2 hours and 5 minutes in 2021, compared to 2:07 in 2021.
Most of the data is from 2021 and used automatic content registration. The result was weighted towards Q4.
What We Think
I tracked this down to a white paper from Samsung ads (registration required) (BR)
