OTT Platforms' Ad Spend Increased 47% In 2021

MediaRadar released its year-over-year (YoY) report Thursday on the amount video-streaming platforms spent overall on marketing themselves in 2020 and 2021.

OTT ad spend across digital, national TV and print platforms rose 47% in 2021, compared with the prior year.

Todd Krizelman, CEO of MediaRadar, believes that as TV and streaming continue to evolve, the competition will likely increase for placement across OTT platforms for top-tier media brands as streaming platforms increase ad spending.

Platforms this year spent $1.06 billion on advertising across those platforms.

HBOMax, Disney+, Paramount+, Peacock, and Hulu are the top-spending platforms in 2021 to date.

In 2020, collectively platforms spent $1.13 billion.

CBS All Access, Hulu, Disney+, HBOMax, and Peacock came in as the top five, but collectively their spend accounted for 56% of all ad spend in 2020.

Paramount+ (formerly CBS All Access), Netflix, ESPN+, and CNN are the next top-spending streaming platforms, with spend amounting to just $45.8 million this year.




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