It’s been a banner year for the streaming video ecosystem, particularly for ad-supported platforms that are getting acquired and netting bigger audiences every month. As the advertising community works out how to best leverage the growing number of platforms, marketers are beginning to notice that—like linear networks—there are differences between the audiences that each one serves.
According to interviews with several media buyers and advertisers, few ad-supported platforms are big enough yet to deliver the broad audience buys that television is known for—but they’re growing fast. While investments often hinge on individual clients’ goals, hypotheses about the usefulness of these platforms are being tested and confirmed in real time as audience growth encourages even more spending.
