The new television era: Samsung Ads reveals the keys to television consumption in its “TV Phone Home” report

The way we consume television has changed radically in the last decade. What was previously a simple act – Encourse the TV and see what it had – has become a complex ecosystem of screens, applications, and choices that can overwhelm any spectator. In your latest report, “Behind the Screens: TV Phone Home”Samsung Ads puts on the table a precise and revealing radiography of the current state of audiovisual consumption in Europe. The conclusion? Television is no longer a box in the living room: it is one more node inside a connected and fragmented universe that advertisers must learn to navigate.

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In 2010, linear television reigned with hegemony. Today, only in Spain, 53% of the time against TV is dedicated to streaming, while linear consumption has fallen to 42%. And the remaining 5% already belongs to video games, a category that remains on the rise. This transformation has not been sudden: it began with the appearance of Smart Hub by Samsung in 2011, which introduced the apps on the TV. Since then, the options menu has grown without brake.

The report highlights that this migration is not homogeneous: cultural factors, such as the strength of local broadcasters, make the rhythm of adoption of new platforms vary between European countries. For brands, that means there is no unique strategy to reach the continent television public.

Fragmentation: A challenge (and opportunity) for brands

One of the great findings of the report is what Samsung Ads calls “the paradox of the choice.” Although there have never been more available content, users feel more and more frustrated when finding something to see. The number of applications used per household remains stable – 3 or 4 on average – but the combination of possible apps (more than 2,000 variants if we count the main 20) makes reaching the correct viewer increasingly difficult.

The TV screen, or Home ScreenHe has won a central role in this scenario. It has become the entrance door to entertainment, being used more than five times a day by Samsung Smart TV users. This is where brands can gain visibility even before the viewer opens his favorite app.

Another key point that the study reveals is the value of customization. According to the data collected, a high percentage of Samsung users declares “open to try new things” and positively values ​​the ads that show them content or products related to their interests. In fact, many discover new brands or services directly through television.

This type of audience, receptive but overloaded with options, needs simple and reliable search experiences. It is there where the intelligence of the platforms and the power of the First-Park Dato, which Samsung Ads takes advantage of its ACR technology integrated into millions of devices.

More screens, more data: the reign of cross consumption

The report puts the focus on the convergence between devices, revealing how the use of mobiles and televisions flashes throughout the day. For example, between 9:00 p.m. and 10:00 p.m. – the famous “Prime Time” – the use of mobile is 28% above average. That is, while watching television, the smartphone is also consulted. This opens the door to sequential or complementary advertising formats that accompany the user between screens.

In addition, consumption habits vary according to the day: working days concentrate the use of TV, while Sunday is mobile day. For advertisers, this means that the moment of impact is as important as the content itself. Adjusting the advertising strategy to these patterns can make a difference.

Conclusions for brands and advertisers

The Samsung Ads report is, more than a technical study, a map to understand how to move in the new audiovisual territory. These are the main lessons for the advertising sector:

1. Fragmentation cannot be ignored: The audiences are distributed on multiple platforms. The key is not to choose one, but to orchestrate a flexible and transverse strategy.
2. The Home Screen is a new showcase: More than a menu, it has become a platform with strategic value. Brands must win presence there.
3. Personalization matters more than ever: The consumer demands relevance. Generic campaigns lose strength in the face of experiences adjusted to interests and moments.
4. Consumption is multidispositive: Television is no longer seen alone. Combining messages on mobile and TV can reinforce the impact and generate greater conversion.
5. The moment is as important as the message: Knowing the daily and weekly habits of the public is key to deciding when to launch a campaign.

In summary, media consumption is entering a new phase, where the multiplicity of screens, content oversupply and the need for personalized experiences redefine the way of doing marketing. For brands that want to remain relevant, understanding these dynamics is already an urgency.

You can download the full report “Behind the Screens: TV Phone Home” through This link.