• by Wayne Friedman , March 11, 2026

Legacy media-owned video streaming platforms are steadily increasing promotion time on sister company-owned TV networks.

A recent three-month snapshot (December 11, 2025 to March 10, 2026) of "media value" -- advertising/promotion time -- for those streamers on corporate-owned TV networks shows growth of 11% to $214.6 million, according to estimates from iSpot, compared to $192.5 million for the same period a year earlier.

NBCU’s Peacock got the biggest push from its TV networks with $43.4 million in media value over that period. Paramount+ was next with $39.3 million, followed by Disney+ at $27.5 million, Fox Corp’s Tubi with $22.7 million and Fox Nation at $17.3 million.

When it comes to media buying of TV networks' advertising inventory, three big digital-first streaming companies top the list:

Amazon Prime Video had $85.2 million, followed by Netflix with $80.9 million and YouTube TV (the virtual pay TV service) at $31.7 million.

Disney+ and Peacock TV were the strongest performers when it comes to legacy TV networks' media spending on non-owned national TV platforms -- at 20.1 million and $18.1 million, respectively.

Overall, the most-promoted individual streaming programs over that period (paid advertising and media value) was Paramount+ “UFC” spot, with 1.35 billion impressions, followed by HBO Max's “The Pitt” at 1.13 billion and Peacock TV’s “The Burbs” with 856.2 million.

Overall airings from all advertising of streamers over that period show Paramount+ had 34,978 airings, with HBO Max next at 31,830 and Disney+ at 22,609.