"The headline answer is 13%, in Q1 2026 - the percentage of American households that consume podcasts on TV. This measure applies to what Samba TV identifies as Netflix Households."
"The company deploys its cookieless 'Identity Graph' to identify TV viewers across their phones, tablets, and computers, allowing for comprehensive measurement of podcast consumption."
"In this study, 'watched' means watching a podcast on Netflix for at least one minute, which reflects listeners' understanding of the availability of podcasts on the platform."
"There are between 75 million and 77 million Netflix Households in the U.S., according to Statista, highlighting the significant audience for podcasts on television."
Samba TV's study reveals that 13% of American households engage with podcasts on television, specifically among Netflix households. The research utilizes Samba TV's proprietary chip technology, embedded in approximately 46 million TVs globally, to track podcast consumption. The study defines 'watched' as viewing a podcast on Netflix for at least one minute, indicating a growing awareness and initiative among listeners to access podcasts through this platform. The total number of Netflix households in the U.S. is estimated to be between 75 million and 77 million.
Read at RAIN News
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