Streaming services continue to prioritize subscriber growth and customer retention, but Q3 presented unique challenges due to entertainment industry disruptions. Enter football season, which gave many of the NFL’s media partners a valuable opportunity to attract streaming service sign-ups through promos.
In Q3 2023, NFL games delivered 9% of TV ad impressions for streaming services (No. 1 among all programs), while college football ranked second with 3.2%. Notably, eight out of the top ten most-seen streaming service advertisers – by TV promo SOV – in Q3 are affiliated with parent companies that have secured NFL game rights deals, including Paramount, NBCU, Disney, Fox, Google, and Amazon.
Other highlights from streaming service advertising in Q3:
- Paramount+ accounted for 16.42% of streaming service promo ads – No. 1 among all services
- In second and third place, respectively, Disney-owned Disney+ and Hulu combined for 21.65% of streaming service household TV ad impressions (ESPN+ was also No. 11 with 3.27%).
- YouTube TV, now home to NFL Sunday Ticket, jumped 31 spots year-over-year by streaming promo impressions, to No. 7 overall.
- Max (the combined service of HBO Max and Discovery+) jumped 7 spots YoY in Q3 from HBO Max’s previous placement, as the new streamer put significant focus toward ad promos on Warner Bros. Discovery networks.
- Nearly 84% of Fox Nation promo impressions were delivered by Fox News, with the rest all attributable to other Fox-owned networks.
That’s only part of the TV ad story from Q3. Download the 2023 Q3 TV Transparency report from iSpot for a deep dive into the latest TV ad trends and opportunities, with data-driven insights and strategies to help you navigate a complex landscape.