Key Points:
- In July, streaming content won 34.8% of total U.S. TV viewing time.
- Streaming offers denser metrics like video completion rates.
- Streaming allows advertisers to target Designated Market Area (DMA), county or zip code.
If you’re reading this, you probably subscribe to at least one streaming service. If not, you must live in the Stone Age where cable TV is the only option, newsboys exist and the TV gets staticky if the antenna isn’t pointing in the right direction. I’m only kidding, of course, but it’s time to discover the world of streaming.
Netflix was the first to launch a streaming service in 2007, with Amazon following suit with Prime Video’s launch in 2011. Today, there are over 300 different streaming services to choose from and to give you an idea of the variety, let’s glance at U.S. News’ top 10 streaming services:
What is streaming?
Streaming: Video content delivered over the internet via TV, tablet, phone, laptop, etc. at the viewer’s convenience. More than 78% of U.S. households have at least one streaming device along with cable or satellite, and 63% of households have two or more streaming devices.
Live Streaming: This is the closest you can get to cable TV without owning cable TV. Some streaming platforms offer live, local and cable channels, channel guides and programmable DVRs, according to CableTV.com. (ex. YouTube TV, Hulu + Live TV, Philo, fuboTV, Sling TV, DIRECTV Stream).
On-demand Streaming: Content is available whenever and wherever the viewer wants to watch. (ex. Netflix, Hulu, Prime Video, Disney+, HBO Max, Peacock)
Streaming TV Surpasses Cable/Broadcast
According to the Wall Street Journal, Americans spent more time in July watching streaming services (34.8%) than cable (34.4%). Overall, viewers spent 23% more time watching streaming services and 9% less watching cable TV. So, what are the benefits of advertising on a streaming service?
Three Benefits of Streaming TV Advertising
1. Denser Metrics
Due to the nature of streaming, we can provide metrics such as video completion rate, impressions delivered, unique device reach and more, according to Basis.
2. Minimal Commercials
One attraction to streaming services for viewers and advertisers alike is the minimal commercials. Why is this good for advertisers? A shorter break = fewer ads. Your ad will draw the viewers’ attention.
3. No Changing Channels
With cable television, viewers typically switch the channel during a commercial break. But, according to Forbes, this isn’t possible within streaming services unless it’s live streaming. Thus, more people are actively watching your ad.
Streaming TV vs. Broadcast
Advertising
Source: Media Venue
Summary
Streaming services are capturing the attention of Americans in ways like never before. Streaming surpassed Broadcast TV viewers in July 2022, proving that advertisers should also focus on streaming services. Broadcast TV’s viewership declined nearly 10% to 21.6% compared to July 2021, according to the Wall Street Journal. We know that investing your advertising dollars in newer tactics, but our team is here to help guide you. Contact Media Venue today to learn more about how streaming advertising can benefit your business or service.
About Our Blogger
As Media Venue’s Social Media and Traditional Media Manager, Elizabeth creates content for Media Venue clients and creates budgets for various clients. Elizabeth graduated from the Philip Merrill College of Journalism School at The University of Maryland and has a magazine writing and editing background. She has transferred these skills to her position at Media Venue and strives to continue educating herself to ensure the success of our clients.
