A Powerful Duo:

The Linear + Streaming Evolution

TV and streaming are redefining how marketers advertise. Learn how to optimize your strategy using the exclusive insights below.

Informed by Data

To help marketers better understand the world of streaming and its role in any comprehensive video advertising strategy, Effectv, in partnership with Comcast Advertising’s Agency Leadership Council, analyzed data from a custom consumer behavior survey, actual advertisers’ cross platform campaigns, and top industry reports.

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TAKEAWAY 01

Viewers Prefer the “Big Screen”

Most streaming households have access to and watch multiple streaming services, but which screen do they use to watch that content?

Our research found that 44% of respondents use TV to consume streaming video content. This is closely followed by smartphone devices.

Chart showing percent of viewing time spent by device

TAKEAWAY 02

HHs are Watching Streaming & Linear

Audiences are using streaming and cable TV as complements for video viewing.

Chart of percent of streaming households that subscribe to cable

TAKEAWAY 03

Greatest Share of Time in Streaming HHs is with Linear

Regardless of the number of streaming services, HHs are spending the greatest share of time with linear content. As the number of streaming services increases, linear share decreases but remains strong. As not all streaming is ad-supported, with streaming share increasing, advertising opportunities become more vital within linear.

Chart of share of time spent with linear TV or streaming, by number of SVOD services

TAKEAWAY 04

Streaming is a Complement to Linear in Reach and Frequency

An analysis of more than 20,000 Effectv cross-platform campaigns (linear and streaming) across 29 million HHs demonstrated this holds true for advertising campaigns too.

Chart showing 57% of reach achieved from streaming was incremental to the TV portion of the campaign

The Bottom Line

Including streaming ads in your campaign can help you boost results and integrate your brand into the modern TV viewing experience. When you advertise across platforms and devices, everybody wins. To discover even more insights, click below to read the full report.

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For the majority of households, streaming services are used in combination with cable TV services, making it increasingly important to ensure advertising campaigns are executed as multi-screen in order to lay the right foundation to optimize reach and frequency goals.

― James Rooke, General Manager, Effectv