A Performance Marketer's Guide to Streaming TV in 2023

It's no surprise streaming has taken over the living room TV. (And all the other screens in your home...) After all, with dozens of options ranging from Netflix to Amazon's FreeVee to Apple TV+, 85% of US households now have a video subscription service.

But consumers aren't the only ones joining the streaming revolution. Aware of growing streaming audiences, advertisers are eagerly testing the channel's ability to reach new customers and strengthen existing relationships. Meanwhile, technological advances are quickly advancing streaming's attribution and targeting, promising advertisers the prestige of TV with the accountability of digital.

Clearly, streaming TV is the future of television. But for performance marketers, navigating the still-evolving landscape can be difficult thanks to complex terminology, a lack of standardization, and other challenges typical to an emerging marketplace. This guide breaks down where streaming TV is at in 2023, the opportunities and obstacles for performance brands, and how data-driven marketers can make the most of the channel. This report answers the following questions:

  1. What is streaming TV? Define the different types of streaming TV, from Connected TV to FASTs.

  2. Who provides streaming TV? Learn how the biggest streaming TV providers rank against each other, including YouTube, Netflix, Hulu and Disney+.

  3. Who is watching streaming and CTV? Explore why many streaming viewers skew younger than the average linear TV viewer and what typical viewing behavior looks like.

  4. What are the opportunities for TV advertisers? Streaming TV changes how advertisers can target to reach their customer audience and provide a more relevant viewing experience for potential customers.

  5. What are the challenges for TV advertisers? Review how marketers can prepare to battle growing audience fragmentation, higher prices, ad fraud, and measurement challenges.


Get the report.