Fluid viewers, fixed budgets: what real-world TV data reveals about modern TV viewing

Samsung Ads’ Behind the Screens 2026 report, built on first-party TV data, reveals shifting behaviours across the total TV ecosystem – linear, streaming, gaming and the home screen Fragmentation in Connected TV viewing is not a passing trend – it is the new normal. And audiences are no longer experiencing CTV as a collection of […]

Last updated Jun 5, 2026 by ATDb automated enrichment