According to the Samsung Ads study, the transition of the Latin public from linear TV to streaming has changed the way they consume content
TV consumption has changed every year. If before people were limited to the channels available on open TV, today streaming dominates television and the public’s attention. With this scenario in mind, Samsung Ads launched a study that highlighted the new profiles of Connected TV consumers in Latin America.
The survey showed that the transition of the Latin public from linear TV to streaming is changing the way people consume content and, while linear TV viewers regularly watch more than fifteen different channels per month, streaming viewers use, in average, four applications monthly.
With the diversification of content, the audience was fragmented into different niches, platforms and applications, resulting in a fragmentation of the specific audience according to the brand, which is the “tourist consumer”.
According to the research, these consumers are characterized by the constant search for news and entertainment that fits their profile among a variety of content options, that is, they are “in transit” in their consumption choices.
Through the study, Samsung also identified four subtypes of tourist consumers, namely “gender tourists”, “streaming tourists”, “linear tourists” and “platform tourists”.
In the case of “gender tourists”, the analysis showed that they are eclectic and do not have a unique taste when it comes to content, therefore, they consume, on average, content from five different genres, with news and sports being the most consumed.
“Streaming tourists” use, on average, four streaming applications per month and dedicate most of their time to this type of platform. “Linear tourists” mainly look for films, series, news and sporting events.
Finally, “platform tourists” were represented by 81% of Brazilian consumers who consume, on average, three platforms per month, spending most of their time on streaming and gaming, and the remaining time on linear TV channels, whether they opened or paid.
