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 behavior
Live 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 reveals
Samsung 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 matter
Free 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 advertisers
Understanding 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 them
- How streaming behavior differs from traditional television
- The relationship between content discovery and engagement
- What NFL viewing reveals about streaming audiences
- Samsung Ads' research on sports-driven app usage
- Why viewing patterns shift after major sporting events
- How original programming influences app engagement
- Binge releases versus weekly programming
- Understanding audience retention and loyalty
- The role of FAST channels in connected TV
- Why viewers value familiar, continuous programming
- The changing role of the television in the home
- Measuring audiences across streaming platforms
- Reach, frequency, and audience duplication
- How data can inform more effective CTV advertising strategies
About the guest
Justin 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.
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