Samsung Ads: CTV Fragmentation is Norm; Households Avg. Five Apps Annually
Samsung Ads' annual 'Behind the Screens' report indicates that fragmented Connected TV (CTV) viewing is now the norm, with households using an average of five apps in 2025 and total app launches increasing 8% year-over-year. The report, based on data from over 70 million Samsung smart TVs in Europe, highlights the CTV home screen as a critical discovery point for content amidst fluid viewing habits. It also notes that gamers represent a receptive yet underserved audience for advertising, being more likely to follow home screen recommendations and product lookups from TV ads.
Key Takeaways
- European households using Samsung smart TVs averaged five apps in 2025, with total app launches up 8% to 18.4 billion.
- Younger viewers are 21% more fragmented, moving fluidly between subscription and free platforms based on content, not loyalty.
- The CTV home screen is accessed more than five times daily, with nearly 90% of respondents using it to decide what to watch next.
- Gamers are 88% more likely to follow home screen recommendations and 135% more likely to look up products from TV ads.
Why It Matters
The shift to fragmented CTV viewing, driven by content-agnostic younger audiences, means platform loyalty is eroding. This challenges traditional audience engagement models and makes the home screen a primary battleground for attention and discovery. For advertisers, this necessitates a more holistic planning approach to reach across diverse content consumption points, especially leveraging opportunities with underserved, receptive segments like gamers. Watch for platform providers to further invest in home screen intelligence and personalization features to capture and retain audience mindshare.
Read full article at advanced-television.com
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