The Streaming Tipping Point: What Marketing Must Do to Prepare

Smart TV household penetration nears 50% in Canada

Source: Samsung Ads

Canadian TV audiences have embraced streaming like never before, and we have now reached an important tipping point. Specifically, smart TV household penetration is approaching 50% in Canada and growing fast. Canadian consumers who stream only (21%) now outnumber those who watch linear TV only (15%)*.

Savvy Canadian marketers, who have been seeing this massive shift in consumer behaviour and consumption, have realized that the moment for action has arrived. It’s time to shift how and where they buy TV as part of their media planning and activation.

But where should you begin? Here are three places to start.

A New Rule of Thumb: Samsung Ads’ Rule of 40

Canadian brands need to make the most of every marketing dollar and as TV viewing habits shift, balancing reach and scale can get harder. Samsung Ads developed The Rule of 40. It’s an easy rule of thumb strategy to help reach linear-only and streaming-enabled homes. When 40% of your media budget is allocated to AVOD (Advertising Video on Demand), total TV delivery can achieve better parity and balance. Why does that matter? Because when 100% of your budget is allocated to linear, linear-only homes are over-indexed by ~2x. The reach against the mostly streaming audience is under-delivered by 81%.

Think AVOD, not SVOD

Streaming isn’t all about the big players — far from it. Year-over-year, AVOD has grown more than SVOD (Subscription Video on Demand).

Ride the rising tide of Smart TV household penetration

The Rule of 40 can help you find the right balance. But that’s just the beginning. Combine the reach and scale you love in TV with the targeting you love in digital to drive real results. Samsung is the number one Smart TV brand in Canada with insights from 3.5M+ Smart TVs and, subject to our privacy policy, and customer choices, giving advertisers exposure to over 3.0M HH’s in Canada.

Marketers who want to get their balance right — and reach their audiences across the country — can benefit from working with TV Ads. Advertisers can leverage these insights to strategically buy media across TV, mobile, and desktop.

The tipping point you’ve been waiting for is here. And that’s too good an opportunity to miss.

*Source: Samsung Proprietary ACR. Streaming and Linear Share of TV Universe, Q2 2021. Streaming is viewership in Smart Hub TV Apps. †As reported by eMarketer using the GlobalWebIndex data released in August 2020. ** Active TVs (Ads enabled) for the period rolling 12-month period and cover TV model years 2016+. ††Samsung Ads Rule of 40 Model, US, 2021. ±Subject to our privacy policy, and customer choices.