Couverture de Ghost Viewers: Understanding Streaming Audience Behavior | Justin Fromm, Samsung Ads|E45

Ghost Viewers: Understanding Streaming Audience Behavior | Justin Fromm, Samsung Ads|E45

Ghost Viewers: Understanding Streaming Audience Behavior | Justin Fromm, Samsung Ads|E45

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Streaming audiences are constantly moving. But where do they go—and what brings them back?In this episode of Media Monitor, Sean Wright welcomes Justin Fromm, Head of Industry Insights at Samsung Ads, for a data-driven conversation about one of the most interesting developments in connected TV: ghost viewers.As streaming continues to evolve, understanding how audiences move between platforms has become increasingly important for media companies, advertisers, and marketers.Samsung Ads' research offers a closer look at those behaviors and the opportunities they create for more informed advertising strategies.What are ghost viewers?Ghost viewers are people who engage with a streaming app for particular content and then stop returning once their viewing interests shift.Importantly, this doesn't necessarily mean they've canceled their subscription.A viewer may remain subscribed to a service while spending little or no time watching it.Justin explains how Samsung Ads uses television-level app activity data to better understand these viewing patterns, including when audiences enter and leave streaming environments.How live sports influence streaming behaviorLive sports remain a powerful way to attract streaming audiences.Samsung Ads examined app activity during the 2024–25 and 2025–26 NFL seasons and found that the apps studied experienced approximately 25% growth in users during the football season.Monthly viewing time per user also increased by approximately 60%.Following the season, the research observed a 34% decline in app users and a 63% decline in monthly viewing time per user.Justin explains how these shifts reflect the seasonal nature of sports viewing and why understanding audience engagement beyond major events is important.The analysis also found that viewers who were new to these apps during NFL season exhibited ghost-viewing behavior at approximately twice the rate of established users.What original streaming content revealsSamsung Ads also studied ten of the most-watched streaming originals from the first half of 2026.The research found that even highly successful original programming attracted proportionally fewer new app users than NFL coverage.It also revealed that viewers who arrived for a particular original show exhibited ghost-viewing behavior at five times the rate of viewers already using the app before the show's release.Sean and Justin discuss what these findings reveal about content-driven viewing habits, binge releases, weekly programming, and the importance of understanding engagement over time.Why FAST channels matterFree ad-supported streaming television (FAST) offers a different type of viewing experience.Rather than selecting individual programs, viewers can tune into familiar channels and enjoy continuous programming.Justin explains how this experience can support consistent engagement, particularly for viewers looking for convenient, familiar content.Samsung Ads' research found that FAST services and virtual multichannel TV providers performed particularly well in measures of long-term audience loyalty.What this means for advertisersUnderstanding streaming audiences requires looking beyond individual apps and isolated viewing moments.As viewers move between platforms, advertisers need better visibility into audience behavior, reach, frequency, and duplication.Justin shares how connected-TV insights can help brands and media buyers make more informed decisions about where and how to reach their audiences.In this episode:What ghost viewers are and how Samsung Ads defines themHow streaming behavior differs from traditional televisionThe relationship between content discovery and engagementWhat NFL viewing reveals about streaming audiencesSamsung Ads' research on sports-driven app usageWhy viewing patterns shift after major sporting eventsHow original programming influences app engagementBinge releases versus weekly programmingUnderstanding audience retention and loyaltyThe role of FAST channels in connected TVWhy viewers value familiar, continuous programmingThe changing role of the television in the homeMeasuring audiences across streaming platformsReach, frequency, and audience duplicationHow data can inform more effective CTV advertising strategiesAbout the guestJustin Fromm is Head of Industry Insights at Samsung Ads. His experience spans audience research, consumer behavior, streaming, and media strategy, with previous roles across organizations including WPP, ABC, Hulu, and LG.Media Monitor by Guideline breaks down what's happening in the media and advertising industry—and what it actually means.Subscribe wherever you listen to podcasts for new episodes every Wednesday.If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural ...
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