What is Streaming TV Advertising?

Cable cutting is on the rise, with global streaming subscribers expected to exceed 1.1 billion by 2025, signaling a shift away from traditional TV. This shift opens the door wide for streaming TV advertising, placing your brand right where audiences are — on platforms like Netflix, Hulu, and Disney+, while they’re binge-watching their favorite shows. That’s where streaming TV advertising comes in — it’s the new frontier for getting your brand in front of your audience, right where they’re binge-watching their favorite shows.

For everyone from local businesses and solo marketers to advertising agencies and e-commerce companies, streaming TV is far more than just a passing trend. But to make the most of streaming TV advertising, it’s crucial to understand a few often-confusing terms — CTV, OTT, and Streaming TV. With so many terms and definitions out there, it’s easy to mix them up. Let’s clarify what each term actually means.

What is Streaming TV Advertising?

Streaming TV advertising is the placement of video ads within content that is delivered over the internet, rather than via traditional cable or satellite. These ads appear on platforms like Hulu, Tubi, and Netflix, and are watched on connected devices like smart TVs, streaming sticks (Roku, Fire TV), mobile devices, or gaming consoles.

This includes ads shown through:

• CTV (Connected TV): Smart TVs or connected devices.

• OTT (Over-the-Top): The streaming services/apps themselves.

• AVOD/FAST Platforms: Ad-supported models like Pluto TV and Tubi.
  

📚 Read also: 8 Proven Ways to Supercharge Your OTT Campaigns

How Does Streaming TV Advertising Work?

Streaming TV ads are delivered through a digital ad ecosystem that combines audience data with automated buying:

1. Advertisers choose a platform (e.g., Hulu, Pluto TV) and define their audience (age, interests, geo).

2. Ad inventory is purchased via self-serve platforms like Skybeam or programmatic platforms.

3. Ads are shown to viewers while they watch shows or live streams.

4. Performance data is collected iIn real time, think ofimpressions, views, completions, and conversions.
   

Streaming TV campaigns are data-driven, highly measurable, and audience-targeted.

📊 Read also: Streaming TV Ad Metrics 101

Types of Streaming TV Ads

There are several ad formats used across streaming platforms:

• Pre-roll/Mid-roll ads: Shown before or during content playback.

• Bumper ads: Short 6-second spots.

• Interactive ads: Clickable or shoppable units for viewer engagement.

• Display overlays: Static banners shown during content.

• Pause ads: Appear when viewers pause content (in beta on some platforms).
  

Each format offers a unique way to engage viewers depending on your goals and budget.

The Difference Between OTT, CTV, and Streaming TV

Now, there’s a bit of confusion out there when it comes to all terms — OTT, CTV, streaming TV. What’s the deal?

1. OTT (Over-the-Top): This is the content delivery method. It’s how streaming platforms bypass cable and satellite to deliver content straight to devices over the Internet.
   Examples: Hulu, Netflix, Disney+, Pluto TV etc.

2. CTV (Connected TV): This is the hardware — like smart TVs or streaming devices — that brings OTT content into your living room.
   Examples: Apple TV, Samsung Smart TV, PlayStation, Xbox, etc.

3. Streaming TV: The actual act of watching internet-based TV content. So when someone’s using CTV to stream OTT content, that’s streaming TV.

With Skybeam, you can effortlessly target audiences across these platforms without getting bogged down by technical details — just focus on what you do best: creating powerful campaigns

Key Benefits of Streaming TV Advertising

• Precise targeting: reach specific audiences by behavior, device, and location.

• Massive reach: access millions of cord-cutters across streaming platforms.

• Performance tracking: real-time metrics like impressions, CTR, and completion rates.

• Creative flexibility: from interactive to shoppable ads.

• Cost efficiency: more control over ad spend with self-serve tools.
  

📚 Read also: CTV Attribution 101 to understand how to track your campaign impact.

Is Streaming TV Advertising the Same as CTV Advertising?

Streaming TV advertising and CTV advertising are closely related but have subtle differences. Here’s a breakdown:

• Streaming TV Advertising: Ads shown in internet-based video content on any device: TVs, phones, tablets, or computers. It includes all ads shown within streaming platforms like Hulu, Netflix, or YouTube, no matter where they’re viewed.

• CTV Advertising: Ads shown specifically on connected TVs (smart TVs or TVs connected via devices like Roku, Fire TV, or gaming consoles). This provides a traditional TV experience with digital targeting benefits.

Streaming TV Advertising vs CTV Advertising: Comparison Table

Top Streaming TV Platforms by Ad Spend

Here’s where it gets fun. The rise of streaming TV means you have plenty of options to place your ads. But which platforms should you focus on? Let’s hit the highlights:

1. Hulu

Want to reach a wide audience? Hulu’s got you. With a mix of live TV and on-demand content, your ad will hit viewers across shows they love, with the ability to precisely target based on demographics and viewing habits.

2. Amazon Prime Video

As one of the largest streaming services, Prime Video offers content ranging from blockbuster movies to original series. Advertisers can place their brands in front of engaged viewers through ad-supported models.

3. Disney+

Known for its high-quality family content, Disney+ now offers ad-supported tiers, allowing brands to be seen by audiences who trust and enjoy the platform’s beloved content.

4. Pluto TV & Tubi

Free, ad-supported platforms like Pluto TV and Tubi are perfect for reaching audiences who prefer free content. These platforms draw in a diverse range of viewers across different genres.

5. Netflix

Once ad-free, Netflix has entered the ad-supported game, providing brands access to its massive, engaged user base. It’s an excellent platform for reaching binge-watchers across diverse genres.

Advertising on these platforms ensures you’re reaching the right audience with the right message at the right time

Wrapping Up

Streaming TV advertising blends the best of traditional TV’s reach with digital’s precision. While CTV refers to the device (Smart TVs, Roku, etc.), Streaming TV ads refer to the full ecosystem: OTT platforms, ad-supported video content, and the delivery of targeted video ads.

Whether you’re building brand awareness or driving direct conversions, streaming TV advertising offers powerful tools to connect with modern audiences.

Ready to get started with ease? Dive into the power of CTV advertising with Skybeam and see how it can amplify all your campaigns.