ADVERTISING IN STREAMING OFFERS | ANALYSIS
Understand users by understanding Ads with Multiscreens+ | Ad Loads.
An analysis was conducted to pin down advertisers and Ads in the titles of 5 major streaming platforms in the United States: Discovery+, HBO Max, Hulu, Paramount+ and Peacock.
Through BB Media’s latest report, Multiscreens+ | Ad loads, a total of 254 inserted Ads between all 5 streaming platforms were monitored, with 83% of them being paid ads and the rest promotional ads. When disclosing the TOP 5 industries present in these Ads, 29% correspond to promotional ones, followed by Ads on food (17%), insurance (15%), trailers (13%) and cosmetics (8%).
When identifying the average of paid and promotional Ads in each streaming service, Discovery+ stands out as the one with the highest level of paid Ads (98%) and the lowest percentage of promotional ones (2%). The other streaming platforms show relatively similar results: over 80% of HBO Max and Paramount+ Ads are paid, while Hulu and Peacock have an average of over 70% paid Ads.
Discovery+ is also the platform with the highest percentage of advertisement time, with an average of 9% per title, while Hulu has only 3%. Interestingly, the latter shows Ads that last between 6 and 45 seconds in its series, as opposed to films, which tend to last more than 60 seconds.
HBO Max’s original titles tend to have fewer Ads than non-original ones, and they do not interrupt the video more than twice. With Paramount+, movies usually have a lower percentage of Ads than series, and they show advertisement at the beginning and at the end. Lastly, in Peacock´s case there is a distinction between business models: SVOD movies have pre-rolls (Ads played before the video starts), while AVOD movies do not, except in Kids content. Plus, its SVOD series do not show pre-rolls and Advertising VOD series do.