Samba

We create data at the ❤️ of TV (panel nearly 80x legacy industry model) 📺
#SambaTVInsights

[Samba @samba_tv]

Cannes is less than two weeks away and we'd love to see you there! 

Join Samba and Advertising Week for an exclusive rooftop event on Wednesday, June 24 (5–8pm CEST), where we're bringing together some of the sharpest minds in the industry to tackle critical topics on agentic AI and the future of programmatic. Secure your spot soon as space is limited!

Register your interest → https://t.co/Mwyl430tkF

#Cannes2026 #MediaIntelligence

[Samba @samba_tv]

Streaming this week:
Euphoria S3 reclaims #1.
Spider-Noir debuts at #3 (Nicolas Cage in live action).
The Boys S5 fell off for the first time since week 1.

Five new entries. Five exits.
Euphoria has been top 3 for seven straight weeks. Nothing else is close.

#TopStreaming

[Samba @samba_tv]

@paramountplus @netflix Catalog data tells you what platforms are betting on.

Verified viewing behavior tells you if those bets are working.

Which platform do you think is actually winning the comedy streaming war?

Reply with your pick.

[Samba @samba_tv]

Netflix grew its stand-up catalog 68% since 2020.

486 titles. Nearly 1 in 9 of their "movies" is now a comedian on a stage.

That's not simply a content bet. That's a catalog strategy.

Here's what the data actually shows 🧵

[Samba @samba_tv]

@paramountplus leads on catalog share at 11.5% — with just 101 titles.

@netflix sits at 10.8% with 487.

Same metric. Wildly different strategies. Catalog share without context is just noise.

[Samba @samba_tv]

So the question the data is actually asking: is broadcast late-night dead, or did it die a while ago and nobody called it?

[Samba @samba_tv]

We measured the two biggest back-to-back nights in broadcast late-night in a decade. The data is not subtle. 🧵

Source: Samba Data (May 21-22, 2026)
#LateNight

[Samba @samba_tv]

And the business model changed overnight. CBS sold the time slot. Allen Media Group buys the airtime and runs their own ads. CBS finally makes money in late night.

[Samba @samba_tv]

This week in streaming:
The Crash jumps from #5 to #1.
Jack Ryan: Ghost War debuts at #2.
Prime Video triples its chart presence.
Euphoria S3 drops to #3.
Netflix still leads with 5 titles.

Also on linear: Marshals ended American Idol's 5-week streak at #1.

What are you watching?

#TopStreaming

[Samba @samba_tv]

Streaming TV ad spend is set to pass linear by 2027.

But the real question isn't where the money is going. It's whether measurement can keep up with the move.

What do you think?

(Source: @eMarketer 2026) 📊

[Samba @samba_tv]

Samba data from both NBA Conference Finals Game 1s:

Thunder vs. Spurs: 7.8M households
Knicks vs. Cavs: 6.9M households

OKC and San Antonio outdrew a Knicks series by nearly 1M households.

What's driving the gap? Platform? Momentum? Star power?

Reply with your take.

[Samba @samba_tv]

85% of Paramount+ subscribers are ad-supported. On Netflix, it's only 48%. But 74% of viewers reach for their phones the second ads start. Exposure ≠ attention.

Agree or disagree?

#SambaTV #StreamingAds #CTV #Netflix #ParamountPlus #AdSupported #TVMeasurement

[Samba @samba_tv]

Introducing Project Gravity: one independent platform to onboard, model, and activate first-party data across Google DV360, The Trade Desk, Meta, Amazon, TikTok, Magnite, and more.

No media inventory. No conflicts. Deterministic identity at scale. Over a dozen advertisers and data owners, including Acxiom, are already activating with it globally.

🔗 https://t.co/LQ9bp5eN2R

[Samba @samba_tv]

Remarkably Bright Creatures debuted at #4 last week. Now it is at #3. Everything else keeps falling off the chart but the octopus show just keeps climbing.

Meanwhile The Roast of Kevin Hart took #1 on debut and knocked Euphoria off after one week.

Best joke from the roast? Go.

#StreamingTV

[Samba @samba_tv]

Two soccer premieres. Two different stories.

U.S. Against the World: 363K HH on HBO Max
Wrexham S5: 274K HH, down 43% vs S4's debut

Is World Cup hype pulling audiences toward competition content? Or is something else going on with Wrexham?

We're going to keep digging. Drop your take below.

[Samba @samba_tv]

Dante's been frozen, stabbed through the chest, and betrayed by Lady.

Losing half his audience between seasons might be the cruelest hit yet.

DMC S1: 1M US households, week one.
DMC S2: 512K.
S1 binge viewers before S2 dropped: 53K.

Vergil would say the audience lacked motivation.

We'd say the data raises real questions about streaming retention between seasons. The show is delivering (the Sparda brothers arc in S2 is peak DMC). So where did everybody go?

DMC fans, reply with your theory.

[Samba @samba_tv]

OpenAI: $100M in ad revenue in 6 weeks. $60 CPMs. No measurement standard.

When new channels can't prove performance, the pressure shifts to the ones that can. TV and CTV measurement matters more now, not less.

#AIAdvertising #Samba #CTV #AdTech #MediaMeasurement