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30 November 2021
Linear TV sees smaller audiences but higher consumption
TV & Connected TV audiences
Australia
Germany
Linear TV is settling into a post-pandemic trend of smaller audiences but higher consumption, according to smart TV data from viewership company Samba TV.s
Why it matters
This follows a surge in audiences and viewing last year which has since eased. New habits, including a growing role for online video, will be key to TV's performance next year. For example, sports content, one of linear's biggest drivers, has seen a continued decline in viewership as many sports leagues shift to streaming and fans move to short-form highlights.
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