The answer is: Very important! In July, for the first time ever, streaming TV has the leading share of TV viewing, just outperforming Cable by a slim margin, and blowing the doors off of Broadcast share. This according to insiderintelligence.com.
Per Nielson, streaming services are the most watched and discussed TV shows. With a whopping 18 billion minutes watching, “Stranger Things” on Netfilix, and shows like Apple TV’s “Severence” and HBO’s “The Rehearsal,” we can see why a shift happened!
When advertising with Streaming TV, there is an advantage to advertisers beyond the higher viewership stats, it lies in deeper audience targeting with more attribution capabilities. The granular targeting capability is extremely impressive in comparison to targeting on Cable and Broadcast television. Another benefit is the ability to track your campaign in real time analytics and reporting. Advertisers are continually striving to look for ways to increase their ROI’s while achieving their KPI’s. With the increase in share with Streaming TV viewing and the lower cpm’s, this could be the answer to bridge that gap.
Fuel for your fire:
- As of 2020, according to fiercevideo, 78% of Americans subscribe to at least one streaming service.
- 53% of American households, also according to fiercevideo, subscribe to three or more streaming services and 27% reported having five or more.
TV consumption was nearly identical to June and July of 2021, while streaming’s share increased 6.5% year over year. (5)
The Takeaway:
This is just the tip of the iceberg, with Streaming TV surpassing Linear TV share. As more high-value content moves through this platform the larger that gap will be between Linear TV and Streaming TV. At what point do you shift dollars to adapt to this viewership change? The sooner the better!
Jill Stanley is an Account Executive at Ad Placement Partners LLC and is a results-driven marketing expert with over 18+ years of experience in paid advertising. Her strengths include multi-platform media planning, digital strategy and assisting clients/agencies in creating successful performance-based campaigns that drive results.