Samsung's Justin Fromm On Streaming's Loyalty Crisis
Samsung Ads' Head of Insights and Thought Leadership Justin Fromm explores some learnings from their new report on Streaming's Loyalty Crisis in this latest TVREV Thought Leaders Circle member video.
JUSTIN FROMM: Linear TV was consistent and predictable. Streaming is just not, and that’s one of the reasons why streamers really need to focus on building brand love so that they are top of mind for consumers and their app is one of the, you know, two or three that super loyalists use on a consistent month-to-month basis.
If you are a streaming app, a streaming app provider, or a media company, a digital media company, you really need to ensure that you are top of mind for audiences.
Our team here at Samsung is working with our app partners on that day in and day out. Whether that is acquisition or retention, they need to be thinking about and solving for those challenges.
If you are a brand advertiser or anyone who’s advertising on TV today, as you shift your dollars from linear to streaming—as I was saying in broadcast, cable, linear TV—audiences were predictable. You could plan next month’s media based on last month’s ratings.
The truth is, in the streaming world, that is just not the case. You need to understand that an audience that was watching a streaming app last month may have moved on to a different show on a different streaming app the next month.
