U.S. Advertisers Spend $1B Per Month on OTT

As traditional linear TV consumption continues to decline, OTT streaming providers such as Hulu, Pluto TV, Tubi, Peacock, and Paramount+ have seen significant growth, making them a go-to for advertisers and brands to reach audiences as they cut the cord. Pathmatics now tracks and breaks out this unique data, which shows—at a high level—that U.S. advertisers spend a combined average of $1 billion per month in their effort to reach consumers via OTT channels. Our new State of OTT Advertising in the U.S. report provides an in-depth analysis of the latest advertising trends on OTT, including those in the Financial Services and Food & Beverage categories specifically.

Hulu and Peacock Are Popular Among Younger Viewers

Our data reveals that the Disney-owned OTT platform Hulu is most popular among younger viewers, with close to 60 percent of those who’ve installed its mobile app being under 35 years old. Peacock and Paramount+’s adopters are also younger, with nearly 50 percent and 47 percent of those who’ve installed its mobile apps falling into the under 35 age range, respectively.

Hulu stands to be an ideal publisher for advertising to younger audiences. Advertisers in the Arts & Entertainment and Dating categories spent more than half of their total OTT budget on Hulu between October 2021 and January 2022.

With Disney+’s plans to roll out an ad-supported subscription tier later this year, we’ll see if brands will be spending more on OTT advertising in the coming months.

About Author

Yuwen Huang

After earning her BS in Statistics, Yuwen had 3 years of experience in marketing & purchasing strategy analysis. She then made the transition to the digital advertising industry in 2021 and has been focusing on digital ad analysis, competitors’ comparison analysis.