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EMARKETER

Streaming Service CPMs 2023

Normalization Is the New Normal

Report by Paul Verna  |  Oct 6, 2023
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Report
Executive Summary
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Table of Contents
Executive Summary
The CPM range is narrowing among major streaming services.
What factors influence CTV CPMs?
Where does YouTube fit in?
What does the narrowing range of streaming service CPMs mean for advertisers?
What do CPM trends mean for CTV platforms?
Sources
Media Gallery
About This Report
The range of costs per thousand on major US streaming services is narrowing as new entrants Netflix and Disney+ come down from their initial ad-tier launch highs in late 2022.
Topics
Connected TVs
Digital Advertising
United States
Table of Contents
Executive Summary
The CPM range is narrowing among major streaming services.
What factors influence CTV CPMs?
Where does YouTube fit in?
What does the narrowing range of streaming service CPMs mean for advertisers?
What do CPM trends mean for CTV platforms?
Sources
Media Gallery

The range of costs per thousand (CPMs) on major US streaming services is narrowing as new entrants Netflix and Disney+ settle in the upper $40s with the former dropping from its near-$60 peak in late 2022.

Key Question: In the first full year since Netflix and Disney+ began selling ads on their subscription platforms, how are rates trending across top US streaming services?

KEY STAT: Average CPMs across major US streaming services are trending downward as Netflix and Disney+ lower the rates they solicited soon after launching ad-supported tiers in late 2022.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. The CPM range is narrowing among major streaming services.
  3. What factors influence CTV CPMs?
  1. Where does YouTube fit in?
  2. What does the narrowing range of streaming service CPMs mean for advertisers?
  3. What do CPM trends mean for CTV platforms?
  1. Sources
  2. Media Gallery

Charts in This Report

Costs per Thousand (CPMs), Ad Loads, and Viewers on Ad-Supported Tiers of Select US Streaming Services, 2023US YouTube Average Ad CPM, Q4 2022-Q4 2023 (% change)
Obstacles to Spending/Increasing CTV Ad Spending in 2023 According to US Agency/Marketing Professionals (% of respondents)

authors

Paul Verna

Contributors

Ross Benes
Senior Analyst
Monica Peart
Senior Director, Forecasting
Chuck Rawlings
Senior Researcher
Tracy Tang
Senior Researcher
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