Assessing The Streaming Promo Horse Race On Linear TV

The streaming service landscape continues to shift, and national linear TV promos have moved along with those changes. Data from iSpot reveals quarterly national TV promo media value since the start of Q1 2023, with several points sticking out:

• As first reported by Marketing Brew, Apple TV+ is spending less than its peers on linear TV promos – $110.3 million since the start of Q1 2023, which is $50 million less than Netflix.
• Most services keep promo media value pretty consistent quarter to quarter, save for when specific networks host events like the Super Bowl or Olympics (which naturally create increases).
• For YouTube TV, 31% of media value on promos comes from a single quarter – Q3 2023 – when it first launched NFL Sunday Ticket last year.
• Unsurprisingly, media value is higher for services that have ties to the NFL and/or broadcast networks; including Amazon Prime Video, which gets promo time during linear NFL games.
• Paramount+ and Disney+ are nearly neck-and-neck in total promo media value on national linear TV since Q1 2023, within 1% of one another.