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.
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.
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