CMO Strategies: After YouTube, advertisers choose Prime Video and Hulu for streaming ads

This is the second installment in Digiday’s multi-part series covering the top ad-supported streaming services and part of Digiday’s CMO Strategies series. In case you missed it, the first installment provided an overview of the various platforms’ offerings, including pricing and plans, ad options, and new ad formats, along with our methodology.

When Digiday+ Research surveyed brand and agency professionals about their streaming platform preferences, we first asked them which platforms receive the bulk of their ad budgets and ad placements. 

YouTube, with the largest audience reach of all the platforms, came out on top as the platform that received the largest portion of both respondents’ ad placements and budget allocations. Three-quarters of brand and agency respondents (75%) said in Q1 2024 that they currently place ads on YouTube, a slight decrease from the 83% of respondents who said the same in Q1 2023. However, marketers’ YouTube budget allocation held steady year over year. More than half of respondents (60%) said YouTube consumed the largest portion of their budgets in 2023 and 2022. (For more details on this, see the first installment of this report series.)

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