The State of
OTT Advertising
in the U.S.
—
An Analysis of OTT Ad Spending
Trends and Top AdvertisersIntroduction
The State of OTT Advertising in the United States
The Analysis includes:
What is Over-The-Top (OTT)? Pathmatics OTT Data
o Pathmatics OTT data is powered by a panel o OTT advertising spending trends from
Over-The-Top refers to the delivery of film and
of real OTT & CTV viewers and includes data October 2021 through November 2022
television content via the internet without
representative of all Smart TV brands. o Duration of ad content an advertiser, brand,
requiring that consumers subscribe to a
o Our OTT data begins in October 2021 and or category is investing in for their OTT
traditional cable or satellite pay-TV service
encompasses the U.S. only. campaigns
such as Charter, Comcast, Cox, or DirecTV.
o The data breaks out five of the top OTT o OTT share of voice across competitors
streaming services: o OTT creative strategies comparison
OTT content delivery takes place on any
○ Hulu
device that can receive video over the internet
○ Pluto TV
such as mobile devices, personal computers,
○ Tubi
streaming devices (e.g., Apple TV, Amazon Fire
○ Peacock
Stick, Roku) and smart TVs. A television device
○ Paramount+
that is connected to the internet is also
known as a connected TV (CTV). Some in the
Spend outside of these five services is
industry use CTV as a catch-all term to include
grouped into Other OTT Streaming Services.
smart TVs, connected TVs, streaming boxes/
Pathmatics OTT data does not include
sticks, and gaming consoles.
YouTube outside of the YouTube TV product.
2 | (c) 2022 Sensor Tower Inc. - All Rights Reserved Table of Contents
04 - OTT Ad Overview
12 - Travel Booking Services & Travel Agencies
16 - Transportation
22 - Food Delivery Services
27 - Conclusion
3 | (c) 2022 Sensor Tower Inc. - All Rights ReservedOTT Ad Overview:
United— States
An Overview of OTT Ads in the U.S.OTT Advertising Overview
United States
$3.5B 150B
Average14.8%
$3.0B
120B Average
$2.5B
$2.0B 90B
$1.5B 60B
$1.0B
30B 85.2%
$500M
00F
Q4 2021 Q1 2022 Q2 2022 Q3 2022 Q4 2021 Q1 2022 Q2 2022 Q3 2022
14.8%
$3.26B 121B of Total Digital Ad Spending
was through OTT
Average Quarterly Average Quarterly
OTT Ad Spending OTT Ad Impressions (Devices included: Facebook, Instagram, Twitter,
Desktop & Mobile Video, Desktop & Mobile Display, OTT)
Note:
5 | (c) 2022 Sensor Tower Inc. - All Rights Reserved Data from Oct. 2021 to Sep. 2022