Nearly 50% of Streaming TV Is Dominated by 2 Platforms—And They’re Not Who You Think
3 Minute Read
Streaming TV is leaving broadcast and cable in the dust. Last year, streaming accounted for more than 40% of overall TV viewing. No one category of television consumption has ever dominated the competition so thoroughly.
For advertisers, the message is clear: Your ads need to be on streaming platforms and connected TV. Duh. The question is, where are you going to get the most bang for your buck with streaming TV ads?
The Top 2 Platforms for U.S. TV Streaming Time; #1 Will Shock You!
In second place, holding a comfortable 20% of U.S. TV streaming time, is Netflix. No surprise there, as Netflix has been a heavy-hitter in the streaming game for years.
But #1 comes way out of left field. Dominating 25% of U.S. TV streaming time is…YouTube. That’s right, the world’s number-one video platform is now the go-to choice for streaming TV as well. Betcha didn’t see that one coming!
Prime Video, Hulu, and Disney+ make up a distant third, fourth, and fifth, respectively, in the war for streaming TV eyeballs. And yet, if you asked someone to name the top platforms for streaming TV, they’d likely list these well before YouTube. They might not even think of YouTube at all.
Shifting Consumer Trends Mean More Opportunities for Streaming TV Advertising
YouTube has been a staple of digital video consumption for two decades and counting. People used to watch videos on desktop and mobile devices, but connected and smart TVs now make up the majority of the time for watching YouTube.
The dominance of YouTube in the streaming space highlights that people watch what they want to watch when they want to watch it. People who pull up YouTube on a connected TV can view everything from broadcast-quality programming to live events to native video content to YouTube Shorts. They can also listen to podcasts, which are now one of the dominant forces in popular culture.
When watching YouTube on TV, audiences see plenty of pre-roll and mid-roll video ads. Are they going to see your streaming TV ads, or will they see ads for your competitors?
YouTube is a powerful tool for reaching target audiences, enabling businesses to drive awareness, conversions, and sales. Advertisers who are still spending big on daytime TV spots are in for a rude awakening.
How to Capitalize on Streaming TV Ads in 2025
We’ve written before about the ascendancy of connected TV over broadcast television and cable. The latest statistics on U.S. TV streaming time show that this trend isn’t stopping any time soon.
Looking for ways to up your digital advertising and stand out to streaming TV audiences? Here are some streaming TV advertising tips to get you started:
- Invest in video content. We’ve said it before and we’ll say it again, video content is king and you need to make video a keystone of your marketing. Your strategy should include a combination of long-form video and content suitable for YouTube Shorts. From educational content to product demonstrations, video offers tremendous potential for brand visibility and growth.
- Be smart with your media buy. You need to be running ads where your customers congregate. Solid media buying is essential for serving the right ads to the right consumers at the right time in the right place. That probably means investing in ads on the top streaming platforms (like YouTube and Netflix)
- Stay on the leading edge of martech. In a crowded digital advertising space, marketing technology (martech) is key for maximizing your reach and results while controlling costs. Platforms like The Trade Desk can help you find the optimal advertising opportunities across multiple channels.
Bottom line: If you’re not advertising on streaming TV, you’re already behind. If you are running ads on connected TV, choosing the right platforms is essential.
Ready to Dominate the Streaming Space?
Twelve Three Media has the experience, knowledge, and expertise to drive measurable results on the top streaming platforms. Our partnership with The Trade Desk gives us access to premium ad inventory at a discounted rate.
Our digital advertising experts closely watch consumer habits and technological advances, and we have helped numerous clients obtain measurable results through streaming TV ad campaigns. Contact Twelve Three Media to reach streaming audiences and achieve your goals!