Study reveals viewers favour apps and home page over linear TV

The latest edition of the Samsung Ads annual Behind the Screens report finds that viewing habits have taken on a fluid new form that more closely resembles our smartphone use than the channel-hopping of television’s linear past.

Each household used five apps on average across 2025, with younger users using 21% more apps on average and moving fluidly between subscription and free platforms. They have even less platform loyalty, following content rather than services.

The report also found that 27% of Samsung TV users stream and never watch linear TV.

The home screen has emerged as a primary moment of influence. It is the central point viewers return to throughout their journey – accessed more than five times per day – as they switch on their TV and continue to app-hop. Nearly nine in 10 respondents use the home screen to decide what to watch next.

When it comes to which apps households use, 60% keep multiple subscriptions all year round. 18% rotate between services depending on what’s available. 14% mostly use free or ad-supported platforms, and 8% only subscribe occasionally for specific shows or events.

The report draws on first‑party insights from over 70 million Samsung smart TVs in Europe, complemented by custom consumer research.

“Fragmentation is no longer a trend, it is the reality of today’s TV landscape. Younger audiences, in particular, are driving this shift, using over 20% more apps on average and moving fluidly between subscription and free platforms,” said Matt Bryan, director of analytics & insights at Samsung Ads. “As viewers follow content rather than platforms, linear, streaming, and gaming have become interconnected parts of a much more complex ecosystem. For advertisers, this creates an opportunity to plan with a more holistic view of the TV landscape.”