Welcome to our new monthly ranker, the Streamers TV Promo Power Ranking, exclusive to StreamTV Insiders courtesy of iSpot. Here we look at which streamers are doling out and securing the most reach via linear TV ads each month to promote their latest-and-greatest content and services, and some of the titles they’re giving the most TV marketing love to.
Streaming may continue to gain share of TV viewing while social video is emerging as one of the latest mechanisms for content discovery, but in a crowded and competitive entertainment space major streamers are still looking to linear TV advertising to get in front of audiences and promote their programming and services.
And with brand differentiation needed - but sometimes challenging for consumers to distinguish among major SVODs – it’s interesting to see, courtesy of iSpot, which streamers (and content) are getting the most marketing might on linear TV each month.
With that, which streamer topped the chart in September by linear TV promo reach - aka the Streamers TV Promo Power Ranking?
The return of fall football season saw a shakeup in the rankings, with Google-owned virtual MVPD YouTube TV charging ahead to clinch the top spot with a leading 13.35% share of streaming promo reach on linear TV, according to iSpot.
That marks a dramatic change from each of the prior three months tracked, during which YouTube TV never made it into the Top 10 ranking. Its September share of linear promo reach increased dramatically, up from just 0.97% in August, representing the No. 20 position.
But as football came back, so did YouTube TV’s effort to get its coveted sports packages in front of viewers, with the streaming promo reach surge fueled by the pro sports season and its NFL Sunday Ticket package.
See the full ranking below and read on for more about which content some of the top streamers put TV promo effort behind in September. And check the following link for all of our monthly Streamers TV Promo Power Rankings.
As for others in the ranking, Disney+ maintained its No. 2 spot for a second month in a row, although streaming promo reach share on linear dipped to 10.29%, down from 12.97% the month prior.
Still, Disney+ also used marketing spend to tap into football affinities and once again draw attention to Season 2 of its original series, Chad Powers, which premiered September 3.
Per iSpot, similar to August, nearly 21% of the SVOD’s promo ad impressions on linear last month went to the football-themed series, starring Glen Powell.
The start of football season saw three other streamers join the top 10 in September. That includes No. 4 NFL+ (8.05% share), No. 5 Amazon Prime Video (7.98% share) and No. 10 ESPN Unlimited (3.25% share).
As streamers sought reach on linear last month, NFL+ showed up to get people signed on for this football season’s shoulder content, while Amazon’s Prime Video took the TV screen to promote Thursday Night Football.
That does it for September, be sure to check back next month to see who tops the Streamers TV Promo Power Ranking for October.