Holiday Streaming Trends: TV Advertising Marketing Increases by 10% as HBO Max and Paramount+ Compete

Over the recent holiday season, national TV marketing for streaming services saw a bump of around 10% over the last 90 days, reaching a total of $144.95 million. This is compared to the same period a year ago, according to estimates from EDO Ad EnGage. Both the number of airings and impressions also increased, with 49,760 airings (up 7%) and 22.5 billion impressions (up 13%).

Despite Paramount’s ongoing hostile bid to acquire Warner Bros. Discovery, both HBO Max and Paramount+ have been utilizing their respective sister TV networks to push out their messaging. HBO Max aired 8,210 ads and Paramount+ had 7,040 airings, showing a significant increase from the previous year.

In terms of TV ad spending and media value during this period, HBO Max spent $11.0 million and Paramount+ spent $26.7 million, as opposed to $8.6 million and $6.8 million the previous year, respectively.

With the NFL season in full swing, NFL+ saw 2,330 airings and a national TV ad spend/media value of $19.9 million, a slight increase from the previous year. Amazon Prime Video, despite not having its own TV network partners, spent $8.0 million during this period, with 3,750 airings and 1.0 billion impressions, positioning it as the third-highest in terms of airings after HBO Max and Paramount+.

Among the newer services, ESPN launched a new streaming sports platform earlier in the fall, with 2,040 airings, $11.2 million in TV spend/media value, and 1.1 billion impressions. Apple TV (formerly Apple TV+) spent $4.6 million, with 336 airings and 353.2 million impressions.