Original Coverage & Source Attribution: www.mediaplaynews.com
Erik Gruenwedel
Over the 12 months ending in August, streaming’s share of measured television ad exposure has climbed from 16.1% to 22.3%, a gain of 6.2 percentage points, according to new data from Comscore. Beginning in February, streaming video accounted for at least one-fifth of measured ad exposure every month, following a plateau of around 19% during the preceding five months.
While YouTube and Tubi TV consistently nab the top two spots for share of ad exposure time across streaming providers, the third spot frequently changes hands.
In August, Hulu came in third with 8.5%, but the number three spot has been held by Peacock (July, 7.2%), Netflix (June, 8%) and Prime Video (May, 7.4%).
This may have been due to Hulu’s expansion of its ad-supported streaming catalog in August with a wave of popular films, nostalgic favorites, and acclaimed documentaries. Many other providers are following suit, so it is likely that competition for attention will continue to be fierce.
Overall, YouTube led streaming advertising exposure, representing 44.4% of measured streaming ad exposure time, followed by Tubi at 11.6% and Hulu at 8.5%.
“The report measures where audiences are actually reachable with advertising and gives brands an understanding of how ad viewership is changing as the media landscape continues to transform,” said Kevin Burns, interim chief revenue officer at Comscore. “The report seeks to address the challenge of viewership no longer serving as a sufficient proxy for ad-addressable audiences, as audiences migrate across channels, platforms, and devices.”
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