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It’s not too late for live TV to win back younger viewers

It’s not too late for live TV to win back younger viewers

New data from Samsung Ads shows that more personalized ad formats and greater control could bring younger viewers back to live TV.

David Satin
David Satin has been a dedicated News Writer at The Streamable since 2022, covering a wide range of stories in the entertainment and streaming industries. With years of experience writing online, David previously worked as a list writer for Screen Rant, where he gained recognition for his extensive coverage of sci-fi and fantasy genres. His ability to break and analyze major stories has made him a trusted voice in the streaming world. Over the course of his career, Satin has become an integral part of The Streamable team, contributing to some of the most impactful stories in the industry.
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David Satin
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Known for breaking major streaming stories, he’s covered everything from Netflix policy shifts to Peacock’s ad-tier changes. A sci-fi fan and Toshiba Fire TV user, he brings sharp analysis and a love for the genre to his reporting.
Known for breaking major streaming stories, he’s covered everything from Netflix policy shifts to Peacock’s ad-tier changes. A sci-fi fan and Toshiba Fire TV user, he brings sharp analysis and a love for the genre to his reporting.
Younger audiences can be brought back to live TV, according to a new survey from Samsung Ads.

Is live TV played all the way out? Survey after survey shows that younger audiences are far more likely to watch social video platforms than live TV, but that doesn’t mean there’s no hope left. New data from Samsung Ads pinpoints the reasons why youthful viewers aren’t as interested in live TV, and holds some insights on what can be done to bring this demographic back to live programming.

Key Details:

  • Too many ads: Viewers under 35 are more likely to avoid traditional live TV because of ad loads and formats.
  • YouTube generation: Men aged 18 to 34 are far more likely to be using their smart TV to stream YouTube.
  • Give viewers control: Allowing audiences to have more control over their ad experience could be a key difference maker.

The data from Samsung Ads shows that younger viewers are singularly unimpressed with the frequency and format of commercials on traditional live TV. Fourteen percent of respondents aged 18 to 24 said they avoid watching live TV because of ad loads and outdated formats, and 12% of those aged 25 to 34 agree.

Click chart to expand.

These viewers have grown up consuming media with far fewer ads than are traditionally found on linear TV, and it shows. That’s likely a big reason that younger audiences are spending so much more time watching video on sites like YouTube that allow users to take greater control over their ad experience.

When young viewers watch YouTube, they’re usually using their smart TV to do it. Over 75% of male audiences age 18 to 35 use their TV to watch internet-based video, and 46% of the 25 to 34 demographic say they use their smart TV to watch YouTube most often.

Click chart to expand.

So, what can live TV do to bring these viewers back into the fold? Giving audiences the kind of control over their ad experience that they experience on YouTube and other platforms could be a good way to start. According to Samsung’s survey, 56% of viewers say their tolerance for commercials would increase if they had better control.

Personalized recommendations for live TV viewing would also be a help to younger viewers. Seventy-five percent of respondents to Samsung say that personalized content recommendations on smart TVs are helpful, versus just seven percent who say they are unhelpful.

Click chart to expand.

Will making these changes restore live TV viewing to its former glory? Not likely; recent data from Nielsen showed that streaming services (including YouTube) now account for more total TV watching than broadcast and cable TV combined. But giving younger viewers more perceived control and personalization in their live TV watching experience can help convince them to spend a little less time on such platforms, and a little more time watching traditional TV.

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David Satin
David Satin has been a dedicated News Writer at The Streamable since 2022, covering a wide range of stories in the entertainment and streaming industries. With years of experience writing online, David previously worked as a list writer for Screen Rant, where he gained recognition for his extensive coverage of sci-fi and fantasy genres. His ability to break and analyze major stories has made him a trusted voice in the streaming world. Over the course of his career, Satin has become an integral part of The Streamable team, contributing to some of the most impactful stories in the industry.
Read full bio ›
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