The Advertiser's Guide to Streaming TV

Linear TV has long been a reach machine for brands; a way to tap into their target audiences on a national and local scale. While this continues to hold true in current times, the rise of streaming viewership—and subsequent decline in traditional TV ratings—is well documented. 

In 2022, 89% of households reported subscribing to a paid video streaming service. And it’s not just one service these users subscribe to; Deloitte reports that, on average, consumers are paying for four video streaming services. It’s evident that the appetite for content viewed over-the-top (OTT) is strong. 

The benefit of consuming content anytime, anywhere, and in both a live and on-demand setting has traditionally resonated with younger, more tech-savvy consumers. But today, nearly all demographics are seeing a rise in streaming consumption. In fact, a recent study conducted by Ampere Analysis finds that older consumers (age 55-64) are the fastest-growing segment when it comes to ad-supported video on demand (AVOD) viewership. 

As connected TV penetration builds and usage continues to grow, many marketers are increasing their streaming TV budgets. But with so many new streaming services entering the market in recent years, it can be challenging to make sense of this fragmented advertising landscape. Before committing to sizable Upfront investments or a major TV campaign, we believe marketers should have the full picture of the streaming industry. 

This white paper takes a granular look at some of the major ad-supported players. It includes a variety of details related to each streaming service’s audience, content, and advertising opportunities. 

• Audience: size, demographic breakdown, behavioral data (ie. cord-cutter %)

• Content: library size, video mix, key show/movie titles

• Advertising: targeting capabilities, acceptable creative lengths, minimum spend requirements

To capture this information, Tatari surveyed senior-level sales executives from each respective service. All information is reflective of Q3 2023.