Premium video streaming platforms trimmed their TV marketing spend by 25% from May 1 through August 1 to $117 million in paid advertising/media value versus a year ago, according to estimates from EDO Ad EnGage.

This came from 51,410 airings garnering 19 billion impressions. A year ago, there were 81,480 airings and 29.5 billion impressions and $157 in paid ad spend/media value.

Paid ad spending/media value and impressions were also down versus the previous 2024 three-month period -- 16% and 22%, respectively.

Premium video streamers have been looking to drastically cut production/programming costs as well as marketing spend in an effort to achieve consistent profitability.

At the same time, streaming platforms continue to use their own TV networks’ airwaves advertising and promotion value for media value.

For several periods, Warner Bros. Discovery’s Max continues to be the leader when it comes to overall estimated spend and media value (from its networks) -- $21.5 million in spend and media value for the most recent period. 

Much of this is generated from Max’s massive 14,470 airings -- many times the level of other top 10 streaming platforms, largely because it uses its own sister TV networks' inventory ad/promotion avails. For example, it placed 3,490 airings for Max  on Science Channel, 1,820 airings on Investigation Discovery and 1,750 airings on TLC.

Only Paramount+ comes close in the number of airings, at 8,870 -- also heavily attributable to airings on its sister Paramount-own TV networks. Paramount+ was placed 1,670 airings on Nick Jr.; 1,270 airings on TV Land.

After Max, Walt Disney was next in terms of paid spend/value at $14.8 million, coming from 1,500 airings and 1.4 billion impressions.

Amazon Prime Video -- which has no in-house TV networks -- spent an estimated $13.3 million on 3,440 airings getting to 1.9 billion impressions.

Paramount Global’s Paramount+ estimated spend/value was $12.2 million, yielding 3.2 billion impressions from its 8,870 airings.

Disney’s Hulu came in at $7.6 million in spend/media value -- 3,060 airings and 1.2 billion impressions.