Analysis: Premium Video Outperforms YouTube
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.
- 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.
