Video streaming services are on pace to nearly double total advertising media value -- which includes paid advertising spending -- to $2.3 billion in 2020, according to iSpot.tv.
The media research company estimates it could be even more when considering Quibi’s projections to spend $400 million to $500 million this year as well.
Quibi is the mobile-based premium video streaming platform where TV series will consist of episodes 10 minutes or less in duration.
Total advertising media value, says iSpot.tv, includes all advertising placement -- paid-advertising spending, and advertising placed by media companies that own TV networks.
The latter would include the video streaming platforms such as CBS All Access, Disney+, ESPN+, and Peacock, among others. Presumably, it could also include pay TV providers that secure advertising time with networks as part of their carriage deals.
Overall, Amazon Prime Video ranked number one in total advertising media value in 2019 ($221.8 million) as well as leading in season to-date in 2020 through February 11, ($48.6 million).
In second place was Apple TV+ (which launched in November 2019) -- at $129.6 million in 2019 and $41.4 million so far this year. Disney+, which also started in November 2019, was at $99.7 million last year and $21.4 million so far this year.
Veteran video streaming platforms were also big: Netflix was the third-biggest spender last year, but way down so far in 2020 -- $105.7 million and $2.9 million, respectively. Hulu was right behind Netflix at $100.2 million in 2019 and $34.9 million this year.
So far this year, CBS is at nearly the same media value for all of 2019 -- $32.0 million (2020) and $25.6 million (2019).
Top networks shows last year in terms of impressions from video streaming advertising were all sports programming in 2019: NFL Football, ESPN’s “SportsCenter”, college football, NBA Basketball, and 2019 NCAA Basketball Tournament.
This year so far, top programs for video streamers are Fox’s “Super Bowl,” ABC’s “Academy Awards,” ESPN’s “SportsCenter” and Fox’s “The Masked Singer,” where its third season premiere episode aired after the Super Bowl.
Total media value for video streamers last year was $1.2 billion.