Ask a Samba TV Expert: Seven 2021 Predictions from Samba TV Co-Founder and CEO Ashwin Navin

2020 was a year that dramatically changed our world and saw the entire globe collectively sheltering at home to escape the pandemic. As a result, viewership and the industries it touches nimbly navigated these changes throughout the year and have brought about lasting impact into 2021.

I sat down with Samba TV’s Co-founder and CEO Ashwin Navin to capture some of his predictions for 2021 and what consumers and brands can expect in this new year.

Let’s take a look.

  1. Post-COVID life will be euphoric, but the new TV viewership behaviors are mostly irreversible. Just in time for the Olympics in Summer of 2021, the world is expected to be able to go out and about. But streaming and on-demand TV viewership, which accelerated during the pandemic, will have permanence. The abundance of time at home has given consumers the time to bake more, craft more, and watch more TV, with daytime viewership higher than we have ever seen. While daypart viewership will revert to the mean, we don’t believe consumers will revert to appointment television. This will put significant pressure on scripted entertainment outside of the on-demand / over-the-top (OTT) platforms.

As we embark on a new year, it’s imperative to take stock in the lasting changes that took shape in 2020. While the world takes steps to restore normal, daily life, many of the habits developed over the last 12 months are unlikely to fully dissipate once this takes place. These impactful predictions are fascinating and are necessary to consider for brands leveraging linear, OTT, and CTVs to reach audiences as we enter the new year with the lessons learned from 2020.



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