Observed Signal · Jun 10, 2026 · Study Release · Source: W&V · Impact: 3/5 · Sentiment: Neutral
Samsung Study: Fragmentation Shapes TV Usage 2026
Samsung Ads' "Behind the Screens 2026 Report", based on first‑party data from more than 70 million Samsung Smart TVs in Europe plus a consumer survey, finds accelerating fragmentation of TV consumption. German households used an average of six different TV apps in 2025; app starts in Germany rose 5% to 4.83 billion, while the five largest European markets saw app starts grow 8% to 18.4 billion. Younger viewers use ~23% more apps than older cohorts and switch fluidly between paid and free services, following content over platforms. Twenty‑seven percent of devices are streaming‑only; Germany has the highest streaming share in the EU5 (61%). Smart‑TV homescreens are pivotal—accessed more than six times daily and used by 85% to choose content. Samsung Ads also highlights gamers as a valuable advertising audience, citing higher responsiveness to homescreen recommendations and stronger product research behaviour.
A large Samsung Ads study using massive first‑party Smart TV data highlights accelerating fragmentation, homescreen importance and new audience opportunities (e.g., gamers), which is directly relevant to CTV/streaming planning and measurement but is a market report rather than a platform policy or technical change.
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Key Takeaways & Evidence Grounding
- Samsung Ads published the "Behind the Screens 2026 Report" using first‑party data from over 70 million Samsung Smart TVs in Europe and an accompanying consumer survey.
- In Germany in 2025 households used on average six different TV apps; app starts in Germany rose 5% to 4.83 billion.
- Across the five largest European markets (DE, FR, UK, ES, IT) app starts increased 8% to 18.4 billion.
- 27% of devices are streaming‑only; Germany's streaming share is 61%, the highest among the EU5.
- Smart‑TV homescreens are accessed more than six times daily and 85% of respondents use the homescreen to select new content; Samsung Ads identifies gamers as highly responsive to homescreen recommendations.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Samsung Ads Report: Fragmented CTV Viewing Patterns
Samsung Ads’ Behind the Screens 2026 report, built on first-party data from more than 70 million Samsung smart TVs in Europe and supported by custom consumer research, finds that Connected TV viewing is highly fragmented. The report shows an average of five apps per household in 2025 and 18.4 billion app launches (up 8% year‑over‑year). Younger viewers use ~21% more apps and follow content across subscription and free services rather than staying loyal to platforms. No single environment captures the full CTV audience (24% of Samsung TVs account for 81% of linear viewing; 27% stream and never watch linear). The TV home screen is a primary discovery moment (accessed >5x per day; ~90% use it to choose what to watch). Samsung highlights advertiser opportunities and measurement tools (e.g., TotalView™) to address reach and planning across linear, streaming and gaming.
Smart‑TV Homescreen Becomes a CTV Planning Metric
Samsung Ads' Behind the Screens 2026 report—based on first‑party telemetry from over 73 million connected Samsung TVs in Europe and a survey of 15,000 Smart‑TV owners across Germany, UK, France, Italy and Spain—finds the Smart‑TV homescreen is emerging as a central entry point for viewers. The study reports rising app activity (German app starts rose 5% to 4.83 billion; EU5 app starts up 8% to 18.4 billion) and shows viewers often choose content by title rather than platform. Key implications for advertisers: planning must account for usage that converges on the same device across linear TV, streaming, gaming and app surfaces; AVOD is growing; younger viewers use more apps and move between services; and a small share of households still accounts for most linear TV consumption.
Samsung Ads Tackles TV Fragmentation with Data-Driven Insights
Christian Russ of Samsung Ads discusses Cannes insights on data-driven TV and fragmentation. AI, including Agentic AI, and Connected TV were prominent, with Creator Economy and YouTube on smart TVs, alongside Joyn's community-focused approach. He notes younger viewers favor streaming while linear TV remains relevant for older audiences; 74% of users start on the smart TV home screen rather than the program, a key branding touchpoint. On data strategy, Samsung Ads plans to merge device data with third-party datasets from MasterCard, Axiom, and AZ Bertelsmann to derive audience-based insights, and it is a founding member of Project Origin in the UK. Market initiatives—AGF (Germany), Médiamétrie (France), and Project Origin (UK)—seek to merge datasets, often starting with panel data and gradually incorporating device data. First-party data from Samsung devices and smartphones is central, with explicit consent, and potential for cross-device targeting and attribution.
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