The Streaming Revolution is Here

The Streaming Revolution

The streaming wars are heating up, and linear TV is losing ground. In July 2023, streaming services accounted for a record 38.7% of total TV usage in the United States, surpassing linear TV (broadcast and cable) for the first time ever (Nielsen).

YouTube had the largest share of total TV usage among streaming platforms, with 9.2%. Netflix came in second with 8.5%, followed by Amazon Prime Video with 3.4%.

This is a major milestone for the streaming industry, especially as eMarketer is reporting, 70% of households in the United States will subscribe to at least one streaming service by 2025.

Data from Nielsen.

Here’s what you need to know:
  • Streaming is growing rapidly: The number of streaming service subscribers is growing rapidly, and it is expected to continue to grow in the years to come. This means that there is a large and growing audience for streaming content.
  • Streaming is more affordable than linear TV: Streaming services are typically much more affordable than cable and satellite TV. This makes them a more attractive option for consumers who are looking to save money.
  • Streaming is more convenient than linear TV: Streaming services allow viewers to watch what they want, when they want, on any device. This is a major advantage over linear TV, which requires viewers to watch content at specific times on specific channels.
Here are a few tips to reach streaming audiences:
  • Invest in streaming advertising: Streaming services offer a variety of advertising options, including pre-roll, mid-roll, and post-roll ads. Advertisers can also create custom content for streaming platforms.
  • Target your ads to specific streaming audiences: Streaming services allow advertisers to target their ads to specific demographics, interests, and even viewing history. This ensures that your ads are seen by the people who are most likely to be interested in your product or service.
  • Create engaging content: Streaming services are increasingly looking for original content that will keep viewers coming back for more. If you can create high-quality content, you will be well-positioned to reach a large and growing audience.

By investing in streaming, targeting their ads to specific audiences, and creating engaging content, advertisers and marketers can reach a large and growing audience that is increasingly tuning out linear TV.

Here’s what you need to know when it comes to streaming audiences:
  • Streaming audiences are younger: The average streaming viewer is younger than the average linear TV viewer. This means that advertisers need to create content that appeals to younger audiences.
  • Streaming audiences are more diverse: Streaming audiences are more diverse than linear TV audiences. This means that advertisers need to create content that appeals to a variety of demographics.
  • Streaming audiences are more engaged: Streaming audiences are more engaged with the content they watch than linear TV audiences. This means that advertisers need to create content that is both interesting and relevant.

Understanding the streaming landscape and the needs of streaming audiences can help advertisers and marketers reach this growing audience with their advertising messages.

Learn more about Media Buying.