It’s a funny technical quirk of some streaming devices: Even after viewers turn off their televisions, the devices continue to invisibly, silently play their favorite shows. For viewers, the only hint of this comes when they turn their TVs back on and see that the shows they were watching ran to the end. In some cases, several episodes may have played while their sets were off.
Turns out the problem isn’t so funny for advertisers. Between 8% and 10% of the estimated audience for streaming TV shows, and the accompanying ads, simply don’t exist because viewers have actually turned off their televisions, according to Adam Gerber, executive director of U.S. investment strategy at GroupM, a media buyer that conducted a study of the issue with research firm iSpot.