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TV Tech
TV Tech
George Winslow

Study: OTT Viewing Hits Record Highs; Linear Viewing Slumps to Lowest Levels Since Pre-Pandemic

Samba TV United States Ashwin Navin
Remote and streaming content on a TV.

SAN FRANCISCO—A new study from Samba TV analyzing 45 billion hours of linear and streaming viewing in the first half of 2024 has found that OTT viewing continues to set new records while linear TV viewing has fallen to levels not seen since the pre-pandemic. 

Samba TV’s State of Viewership Report for the first half of 2024 found that OTT viewing grew by 40% while linear TV viewing declined by 1%, dropping to levels not seen since pre-pandemic. The study also found that less than half of U.S. households now watch linear TV each day, according to Samba TV.

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