• by Wayne Friedman , December 24, 2025

Streaming platforms are down 8% to $121.4 million in national TV spending/media value in the fourth quarter so far, according to EDO Ad EnGage estimates.

Industry-wide airings are at 42,440, totaling 18.9 billion impressions. A year ago: $132.5 million in spend/media value, 47,610 airings and 20.2 billion impressions.

Topping the list this year in airings is HBO Max with 7,020 with a media value of $9.7 million, resulting in 2.5 billion impressions.

Paramount+ is next at 3,940 airings with a $16.9 million value (2.2 billion impressions). In third place is Disney+ with 2,720 airings, $9.5 billion in value, and 2.3 billion impressions.

All three of these services heavily use their sister TV network companies advertising inventory for promotion and messaging.

In terms of pure media value, the NFL+ streaming platform is tops at $17.6 million -- this coming from its promotional spots from its TV partners.

In terms of pure-pay streaming services -- those with no linear TV ownership connections -- Amazon Prime Video was in fourth place (2,700 airings, $8.1 million in ad spending, 839 million impressions). Apple TV (formerly Apple TV+) was at a modest 266 airings ($3.7 million in ad spend, 289.9 million impressions).

Other notable spenders:

-- Virtual pay TV network bundling service Fubo TV (now merged into Disney’s’ Hulu+Live TV) -- 1,930 airings, $576,860 spend, and 263.9 million impressions.

-- MS NOW, under its recent new brand iteration from MSNBC, in seventh place (1,720 airings, $3.2 million, and 947.6 million impressions

-- ESPN, the streaming app of the big sports TV cable network, which launched this fall: 1,151 airings, $6.4 million, and 654.2 million.