Analysis: Premium Video Outperforms YouTube

Published February 25, 2026 by The Daily Scout

A new analysis finds that premium video platforms like Disney+, Netflix, and HBO Max deliver better marketing results than YouTube. These platforms reportedly offer higher engagement due to more attentive audiences and improved brand safety. The findings suggest that long-form, narrative-driven B2B content may be more effective in these controlled environments.

Why it matters

- The analysis by the Video Advertising Bureau (VAB) and TVision found that co-viewing on premium video platforms is 33% higher than on YouTube, leading to more efficient ad impressions. Additionally, viewing sessions on these platforms are 49% longer. - Connected TV (CTV) ad spending is projected to increase by 22% in 2024 to $30.1 billion and is expected to reach $42.4 billion by 2027. This growth is partly driven by the introduction of ad-supported tiers by major players like Netflix and Disney+. - In terms of sustained attention, the VAB/TVision study ranked YouTube 14th for time spent with eyes on the screen, while premium video platforms were found to be 18% more effective at converting viewing time into attentive minutes. - The adoption of ad-supported plans is growing, with projections for 2025 showing significant portions of subscribers on these tiers for services like Peacock (84%), Hulu (65%), and Paramount+ (58%). In May 2024, a majority of new subscribers to Disney+, Discovery+, and Paramount+ chose ad-supported plans. - Brand safety is a significant concern for advertisers on YouTube, with instances of ads appearing alongside extremist or hate-speech content. This has led major brands to temporarily pause their YouTube ad campaigns in the past. - For B2B marketers, storytelling and a humanistic approach have proven effective in video campaigns. For example, Grainger's "Everyday Heroes" docu-series, which focused on the stories of their clients, was a finalist for the "Best Use of Video" at the Content Marketing Awards. - Netflix utilizes extensive data analytics not just for content recommendations but also to inform its content production strategy. This customer-centric approach, focusing on viewer data to create and promote content, has been a key part of its global marketing success. - The number of households using free ad-supported streaming TV (FAST) services increased by 12% year-over-year as of August 2025, with the average daily viewing hours per household growing by 16%. This has resulted in a nearly 29% increase in total hours of viewership across ad-supported streaming channels.

Key numbers

The findings suggest that long-form, narrative-driven B2B content may be more effective in these controlled environments.
- The analysis by the Video Advertising Bureau (VAB) and TVision found that co-viewing on premium video platforms is 33% higher than on YouTube, leading to more efficient ad impressions.
Additionally, viewing sessions on these platforms are 49% longer.
Connected TV (CTV) ad spending is projected to increase by 22% in 2024 to $30.1 billion and is expected to reach $42.4 billion by 2027.

What happens next

Connected TV (CTV) ad spending is projected to increase by 22% in 2024 to $30.1 billion and is expected to reach $42.4 billion by 2027.
The adoption of ad-supported plans is growing, with projections for 2025 showing significant portions of subscribers on these tiers for services like Peacock (84%), Hulu (65%), and Paramount+ (58%).
In May 2024, a majority of new subscribers to Disney+, Discovery+, and Paramount+ chose ad-supported plans.

Sources

Quick answers

What happened in Analysis: Premium Video Outperforms YouTube?

Why does Analysis: Premium Video Outperforms YouTube matter?

The analysis by the Video Advertising Bureau (VAB) and TVision found that co-viewing on premium video platforms is 33% higher than on YouTube, leading to more efficient ad impressions. Additionally, viewing sessions on these platforms are 49% longer. Connected TV (CTV) ad spending is projected to increase by 22% in 2024 to $30.1 billion and is expected to reach $42.4 billion by 2027. This growth is partly driven by the introduction of ad-supported tiers by major players like Netflix and Disney+. In terms of sustained attention, the VAB/TVision study ranked YouTube 14th for time spent with eyes on the screen, while premium video platforms were found to be 18% more effective at converting viewing time into attentive minutes. The adoption of ad-supported plans is growing, with projections for 2025 showing significant portions of subscribers on these tiers for services like Peacock (84%), Hulu (65%), and Paramount+ (58%). In May 2024, a majority of new subscribers to Disney+, Discovery+, and Paramount+ chose ad-supported plans. Brand safety is a significant concern for advertisers on YouTube, with instances of ads appearing alongside extremist or hate-speech content. This has led major brands to temporarily pause their YouTube ad campaigns in the past. For B2B marketers, storytelling and a humanistic approach have proven effective in video campaigns. For example, Grainger's "Everyday Heroes" docu-series, which focused on the stories of their clients, was a finalist for the "Best Use of Video" at the Content Marketing Awards. Netflix utilizes extensive data analytics not just for content recommendations but also to inform its content production strategy. This customer-centric approach, focusing on viewer data to create and promote content, has been a key part of its global marketing success. The number of households using free ad-supported streaming TV (FAST) services increased by 12% year-over-year as of August 2025, with the average daily viewing hours per household growing by 16%. This has resulted in a nearly 29% increase in total hours of viewership across ad-supported streaming channels.