• by Wayne Friedman , Yesterday

Following current TV audience trends, streaming advertising platforms (excluding YouTube) rose 22% in the second quarter to $3.7 billion, according to MoffettNathanson Research estimates.

Cable TV took the brunt of the rise in streaming -- with cable networks slipping 7% to $3.78 billion and broadcast down 3% to $2.2 billion.  

Streaming now has a 38% share of the U.S. TV advertising dollars; cable 39% and broadcast 23%. 

The biggest gainer in the period was Netflix, which more than doubled its streaming revenue to $481 million. Disney+ was is next with a 67% rise to $173 million, while Peacock grew 30% to $523 million.

Disney’s Hulu is still the overall streaming ad leader -- taking a slight dip with its year-ago results, now at $809 million.

Sports programming is  a major factor in this change and going forward, writes Robert Fishman, media analyst at MoffettNathanson. “The biggest beneficiaries of this ongoing shift toward sports and streaming are likely to be Disney, Fox and Netflix.” 

Disney stands to get more dollars from its ESPN (linear TV), its upcoming streaming ESPN platform, as well as Disney+. Fox with its high-profile sports programming, will also do well with Fox News Channel and its free streaming channel, Tubi.

The leading premium streaming platform, Netflix, "is in the very early stages of capturing these ad dollars and increasing monetization of its leading engagement, likely at the expense of the other linear networks," Fishman says.

This also makes sense with current publicly disclosed results from the current upfront advertising marketplace where NBC credits a 15% surge in upfront ad commitment because of its forthcoming 11-year NBA deal, as well as 20% rise in upfront activity for Peacock.

Walt Disney touted nearly $4 billion in sport and upfront sales “with sports and streaming accounted for a large share of total sales” -- estimated to be around $9.4 billion according to other analysts.