SAN FRANCISCO—New data from Samba TV shows that linear TV viewing held steady in the first half of 2023 while streaming continued to see strong growth, with binge viewing continuing to play an important role in building streaming audiences.
Samba TV’s latest State of Viewership report, which analyzed approximately 45 billion hours of linear and streaming during the first half of 2023, found that 96 million U.S. households watched OTT content and that over three quarters (77%) of U.S. adults were streaming content.
