Streaming TV has solidified its dominance in the U.S., with 90% of streaming-enabled households actively consuming digital content by the end of 2024. The average American household tuned into 3.9 streaming apps, with 8% engaging with ten or more platforms within the same quarter. This shift highlights the increasing importance of Connected TV (CTV) advertising as brands seek to reach engaged audiences across multiple services.
While streaming continues to surge nationwide, viewership habits and platform preferences vary significantly by region. To provide a clearer picture, we are launching a series of state-by-state analyses, beginning with Pennsylvania.
As streaming TV continues to gain traction in Pennsylvania, understanding viewership patterns, platform preferences, and competitive advertising dynamics is essential for marketers. Here’s an in-depth look at the trends shaping the streaming landscape in the state, based on November 2024 and January 2025 data.
Streaming apps dominate Pennsylvania’s media consumption, delivering over 48.7 million impressions across top platforms. The leaders include:
Peacock
Tubi TV
Pluto TV
Philo
Haystack TV
These platforms offer a mix of premium and free ad-supported content, making them prime avenues for brands targeting specific audiences.
Pennsylvanians have diverse tastes when it comes to entertainment, with sports and sitcoms leading the pack:
NFL Playoffs
The Office
The Big Bang Theory
Bluey
Friends
NFL Football
SpongeBob SquarePants
Law & Order: SVU
Men's College Basketball
Two and a Half Men
Sports content commands the most attention, followed closely by beloved sitcoms and family-friendly programming. This aligns with broader streaming trends where live sports and nostalgic sitcoms drive high engagement.
Analyzing network data shows where the majority of Pennsylvania's streaming audience is concentrated. The top networks by total impressions and hours watched include:
ABC, CBS, NBC, and FOX dominate both impressions and total viewing hours, highlighting the continued strength of traditional broadcast networks in the streaming era.
Fox News Channel and ESPN are also highly watched, reinforcing the demand for news and sports programming.
Streaming-first networks like TBS Superstation, ION, and Paramount Network maintain strong viewership, signaling the blend of live and on-demand content preferences.
Streaming advertising in Pennsylvania reaches a broad range of income demographics, but certain income brackets see higher engagement:
The $75K - $100K income bracket sees the highest impressions, followed closely by the $100K - $125K range.
Households earning $50K - $75K also show significant engagement, making them an attractive target for mid-tier brands.
Higher-income households ($200K+) have lower but still notable engagement, often requiring premium targeting strategies.
The state features a highly fragmented market with over 1.9K active advertisers. Notably:
The top 10 advertisers account for just 0.08% of the market, averaging $71.4/day in spend.
Advertisers range from small businesses ($50-$100/day) to leading brands ($5,000+/day).
Key advertisers include Arbella Insurance, SlumberWorld, and regional colleges, showcasing a mix of local and national players.
Industries competing for Pennsylvania’s streaming audience prioritize impressions and engagement:
Media (6.15B impressions)
Health
Consumer Goods
Finance
Retail
Food
Automotive
Technology
Telecommunications
Insurance
Media and health sectors dominate, reflecting a focus on building broad reach and trust within the community.
For marketers eager to tap into Pennsylvania’s streaming audience, tools like the TV Impact Forecaster offer valuable planning insights:
A monthly budget of $3,000 targeting “Foodies” in Pennsylvania could yield:
• Estimated Audience Size: 3.5M - 3.8M
• Forecasted Impressions: 100K - 166.7K
• Website Visits: 630 - 2.2K
• Incremental Clicks (Search): 1.2K - 3.5K
• Incremental Clicks (Social): 470 - 2.7K
This predictive data helps ensure every advertising dollar counts.
Leverage Platform Diversification: The dominance of Peacock, Tubi, and Pluto TV underscores the importance of spreading ad spend across multiple platforms rather than relying on a single network.
Align Campaigns with High-Performing Content: Given that sports and sitcoms drive the highest engagement, tailoring creative assets to these audiences will improve recall and conversion rates.
Capitalize on Local Market Gaps: With over 1.9K advertisers but minimal market share concentration, there's a huge opportunity for regional brands to carve out visibility with well-targeted campaigns.
Optimize Budget Allocation with Predictive Tools: Using forecasting models ensures media buyers can maximize performance and efficiency, reducing waste and improving ROI.
Follow Emerging Industry Trends: Health, media, and retail are leading sectors in ad spend, indicating strong consumer interest and competitive ad landscapes. New advertisers should analyze cost-per-impression trends before launching large-scale campaigns.
Pennsylvania’s streaming landscape presents a dynamic advertising environment with strong growth potential. Brands that take a data-driven approach—leveraging predictive insights, diversified channel strategies, and content alignment—will gain a competitive edge in this evolving space.
Stay tuned for more state-by-state breakdowns to help marketers make informed decisions across different regions.
Olena Svietlova
2025-02-07 • 7 min to read
