• by Wayne Friedman , April 23, 2025

Amid a continuing maturing marketplace, streaming platforms' national TV marketing -- spending and media value from messages placed on TV networks -- dipped 26% to $493 million over the most recent 12-month period (April-to-April), according to EDO Ad EnGage estimates.

Airings are down 30% year-over-year (to 186,850) and impressions have fallen 28% to 72.8 billion.

Disney+ (at $59.2 million, with 10,970 airings), NFL+ ($48.6 million, 6,430 airings); and Amazon Prime Video ($46.5 million, 8,210 airings) continue to be the biggest-spending/media value brands.

Looking at other legacy-owned TV networks companies that own streaming platforms, the biggest active brands continue to be Warner Bros. Discovery’s Max (at $39.4 million, 29,190 airings) and Paramount Global’s Paramount+ (with $39 million, 21,210 airings).

Like Disney+, many of those airings occur on those companies' respective owned TV networks.

Disney+ is one of the few brands that has raised its national TV messaging exposure, year-over-year. Over the previous 12-month period it ran 8,030 airings, with $40.8 million in ad spend/value.

Max has dramatically cut back from the same 12-month period a year ago, when it ran 112,190 airings with $164.2 million in ad spend/media value.

Other top streaming platforms include Tubi (at $31.2 million, with 1,870 airings), followed by Peacock ($28.8 million, 1,820 airings); Disney Bundle ($24.6 million, 8,530 airings); Xfinity Stream ($24.0 million, 7,100 airings), and Hulu ($22.8 million, 8,550 airings).