• by Wayne Friedman , October 14, 2025

Streaming platforms' spending and placement of national TV advertising has dramatically declined this year so far -- down by almost half (48%) to $241.8 million, according to estimates from EDO Ad EnGage.

From January to mid-October, airings and impressions fell at similar levels -- 105,430 airings (173,160 in 2024) and 39.1 billion impressions (67.5 billion for streaming platforms. A year ago, media spend/media value was estimated at $460.7 million.

These results come as many companies have been making media/marketing operational cuts in a more mature marketplace for streaming platforms, and as Apple TV+ has altered its branding to just Apple TV.

Apple TV+ typically does not spend much on national TV advertising -- just $258,000 this year so far (52 airings). A year ago, Apple TV+ spent a modest $3.9 million on national TV.

Many legacy TV-network focused companies with streaming platforms have sharply reduced spending and placement of advertising on their own linear TV networks.

So far this year, the biggest streaming platforms getting this benefit include Paramount+ (Paramount Skydance), The Disney Bundle (Walt Disney), Hallmark+ (Hallmark), and AMC+ (AMC Networks), among others.

Since the beginning of this year, Paramount+ has placed 8,470 airings -- virtually all on its own cable and broadcast networks -- with an estimated media value of $19.4 million, according to EDO Ad EnGage., compared to 21,900 airings with a media value of $43.8 million a year ago.

Right behind Paramount+ is The Disney Bundle -- generally featuring different streaming platform combinations of Disney+, Hulu, and ESPN -- with 8,270 airings and $20.3 million in media spend/value. A year before: 12,780 airings --$45.8 million.

Perhaps the sharpest decline has been with Warner Bros. Discovery HBO Max, now at 1,990 airings and $2.6 million in media value. A year ago, "Max" led all streaming platforms in the same period, with a massive 32,390 airings ($52.5 million).

Looking at some other TV-network centric companies with streamers, Hallmark+ came in at 6,600 airings ($7.3 million spend/value), with AMC+ at 5,060 airings ($2.2 million).