Streaming has overtaken traditional broadcast and cable as the primary way people watch TV. On average, viewers now spend about 17 hours a week on streaming platforms. This shift extends well beyond younger audiences. In fact, around 70% of Americans aged 55 and older stream video content at least once a month, and 44 percent do so daily or weekly, showing that this behavior cuts across age groups.
As a result, advertisers have more opportunities to connect with viewers across both subscription-based and ad-supported content. But with more choice comes a new challenge: understanding the actual value of each ad placement.
Not All Streaming Impressions Are Equal
A common misstep is treating all impressions as if they carry the same weight. In reality, the value of an impression depends heavily on where it runs. Streaming is highly fragmented. Nearly half the market is made up of smaller platforms beyond the major players. These services offer original series, niche genres, and live sports. Each attracts different types of viewers.
So when advertisers group all impressions together, they overlook key quality differences that directly affect performance.
Shift the Focus to Outcomes
Raw impression counts don’t reveal whether a campaign is working. What matters is what those views lead to. For example, a car dealership should be tracking how ads influence site visits, dealership traffic, and sales (not just how many people pressed play).
When marketers analyze performance data, they can begin to see patterns: which audiences respond, which time slots work, and which platforms actually convert. That level of clarity is only possible when the focus shifts from volume to results. An ad reaching someone who isn’t watching, or can’t respond, offers no value. The key is reaching a real person who’s able to take action.
Consider Dog TV, a channel made for pets. Ads shown here technically count as impressions. But unless dogs are shopping online, those views are useless. This illustrates the need to separate genuine opportunities from empty exposure. Context matters.
Don’t Pay for Noise
Poor-quality placements don’t just waste money. They can inflate performance metrics in misleading ways.
To prevent this, marketers should maintain exclusion lists that filter out ineffective or deceptive inventory. In addition, regular reviews of campaign data can help redirect budgets to the sources that consistently deliver.
Years of performance data, especially in data-rich sectors like automotive, can reveal which platforms generate reliable results. This insight gives new advertisers a head start. Instead of learning everything through trial and error, they can build on what’s already been proven to work.
Low Cost Doesn’t Always Mean Smart Spend
Buying the cheapest inventory might pad your impression count, but that doesn’t mean it’s helping the business. It’s like filling a showroom with people there for free snacks. They make the place look busy, but no one’s buying. Instead, advertisers should identify placements that consistently perform and negotiate pricing based on their real-world value.
To get the most out of streaming, organize your approach around three essentials:
- Audience – Who are you trying to reach?
- Inventory – Where will your ads appear?
- Attribution – What outcome matters most?
Improving each of these areas brings focus and efficiency to your strategy.
How to Manage Fragmentation
Trying to buy directly from every streaming service is inefficient. Demand-Side Platforms (DSPs) help by consolidating inventory across multiple channels.
However, not all DSPs are equal. Stick with those that buy directly from the source to avoid spoofed or low-quality impressions.
Focus on What Moves the Business
The ultimate question is simple: is your streaming campaign generating results?
If it is, double down. If it’s not, change it. Presence alone doesn’t justify the spend, performance does.
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