TV ads drive digital video discovery

TV commercials are the ads that most commonly lead people to new streaming content. That was the case among US adults who watch both TV and digital video, in addition to using social media, per a June 2021 study by Conviva.

This finding shows that while streaming video has replaced traditional TV for many viewers, the two formats can complement each other. This dynamic is bolstered by the numerous media conglomerates running house ads on their TV networks to promote their affiliated streaming products.

In H1 2021, streaming services ran $845.6 million worth of TV ads, up from $572.5 million in H1 2020, per iSpot.tv. Most of these ads ran on affiliated networks (e.g., ABC running ads for Disney+, and Discovery Channel running ads for Discovery+). Streamers clearly see value in promoting themselves via TV.

Read the eMarketer article here.

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