Future of TV Briefing: YouTube, Tubi top streamers’ share of ad exposure time

This Future of television Briefing covers the most recent in streaming and television for Digiday+ members and is dispersed over e-mail every Wednesday at 10 a.m. ET. More from the series →

Today’s Future of television Briefing takes a look at Comscore’s brand-new Score Report that determines television and streaming business’ share of audiences’ advertisement direct exposure time.

YouTube isn’t just the streaming service that individuals invest the most time enjoying on television screens. It’s likewise the one they invest the most time seeing advertisements on.

In August 2026, YouTube– leaving out YouTube television– represented 44% of advertisement direct exposure time amongst streaming services, or approximately 10% of advertisement direct exposure time throughout streaming, broadcast and cable television overall. Tubi ranked a far-off 2nd at a 12% share amongst banners and approximately 3% throughout standard television and streaming. Scroll down for charts breaking down the leading 10 streaming services by share of advertisement direct exposure in addition to statistics on streaming vs. broadcast vs. cable television advertisement direct exposure shares.

This information is from Comscore’s brand-new The Score Report. Comscore’s report resembles the measurement company’s variation of Nielsen’s The Gauge report. Whereas Nielsen’s reports on overall watch time, Comscore’s focuses on advertisement direct exposure time. That metric is a mix of seeing time and advertisement loads, and it’s determined utilizing Comscore’s Comscore television measurement currency item and its automated material acknowledgment innovation.

“We’re calling it share of advertisement time, however basically build up every minute of marketing that a customer is exposed to throughout broadcast, cable television and streaming in a broadcast month, and after that we’re computing the share that goes to each of those channels and after that private platforms, all the method to the regional market level also,” stated Kevin Burns, chief of personnel and interim chief income officer at Comscore, in an interview.

Thinking about how streaming has actually eclipsed broadcast and cable in overall watch time in Nielsen’s report, it might be unexpected to see that streaming’s share of advertisement direct exposure time disappoints conventional television in Comscore’s report. Once again, anybody who’s had to sit through nevertheless lots of minutes of betting advertisements throughout this year’s Major League Baseball playoffs might believe the breakdown is dead-on.

Streaming’s advertisement direct exposure time share has actually been on the come-up. A year earlier, it sat at 16%, whereas broadcast’s share was at 47%and cable television was at 37 %, Burns stated. Streaming’s share stuck at 19 %for 5 months. ” Legendary February “occurred, which was NBCUniversal’s name for the single-month mix of the Super Bowl, Winter Olympics and NBA All-Star Game. These occasions were aired on standard television however likewise streamed, which appeared to assist increase streaming’s share of advertisement direct exposure time to 21%.

Sports likewise seems a significant aspect impacting specific streaming services’ advertisement direct exposure time shares. In June, Peacock, Tubi and Fox One each tape-recorded share boosts, most likely thanks to the World Cup, according to a Comscore representative.

Surprisingly, however, Netflix had the third-largest share of advertisement direct exposure time amongst streaming services in June. Then, the number-three ranking has actually routinely altered hands amongst banners. Amazon Prime Video had it the month before Netflix, then Peacock took it in July, then Hulu got it in August. YouTube and Tubi, on the other hand, have actually held the leading 2 slots the entire time.

OK, however what’s the point of this advertisement direct exposure time report? Like, Nielsen’s watch time report shows a clear competitors amongst television and streaming business: Get individuals to invest more time enjoying your television network (s)and/or streaming service(s )than your competitors’. Is the goal of Comscore’s to incentivize business to complete to make individuals invest the most time sitting through advertisements?

No, according to Burns.

” Our objective is not to state winners or state this is the one best thing to do. We’re a measurement business. We like to consider ourselves as the scorekeeper and not an analyst in the cubicle. Therefore the objective truly is to provide the information and enable folks to draw their own conditions,” he stated.

Sure, scorekeeper, not analyst. Comscore did choose what rating to keep. And it selected share of advertisement direct exposure time. And if a business wishes to promote its ranking on Comscore’s The Score Report, that business would be announcing, “We’re top at getting individuals to endure advertisements.” Which, truthfully, is most likely an excellent sales pitch to marketers.

I can’t assist however believe that this would even more incentivize business to juice their advertisement loads. Will a business’s high Score Report ranking make or break their in advance next year? Most likely not, however I can’t envision it would harm.

I ‘d likewise like to think of a report ranking business based on typical per hour advertisement load per audience. This report would rank business in reverse, like in golf, where the lower the advertisement load, the greater the ranking. Sure, that motivates business to restrict their advertisement income, however it likewise would prevent them from bombarding audiences with advertisements like, well, like standard television, which ranks greatest in share of advertisement direct exposure time. And take a look at where that’s gotten it.

What we’ve heard

“There’s a great deal of waste if you purchase Thursday Night Football, and it’s just actually benefiting you when in those particular areas that your item is offered.”

— Horizon Media’s Adam Schwartz

Numbers to understand

$2.7 billion: Netflix’s anticipated advertisement profits for 2026, below its previous projection of $3 billion.

6%: Portion of Netflix’s staff members that the business revealed it is laying off.

27 million: Variety of creator-led organizations in the U.S. that can be qualified for bank loan, thanks to a category modification from the Small Business Administration.

-6.7%: Year-over-year decrease in fundamental cable television advertisement profits in 2025.

20%: Portion of U.S. grownups who frequently get news through TikTok.

What we’ve covered

How Amazon turned its Thursday Night Football into a two-pronged pitch to catch advertisement dollars:

• As the NFL season and vacation shopping season both begin, U.S. marketers are committing more budget plan to Amazon’s advertisement stock.
• Prime Video has actually charted a 6% boost in TNF marketers up until now this season, and given that 2022 it’s brought over 80 brand names brand-new to TNF.

Find out more about Amazon’s Thursday Night Football advertisement pitch here.

Ownership, control, margins: the brand name playbook for microseries is still taking shape:

• Brand names are checking 2 paths into creator-led microseries: partnering with a recognized hit to tap its audience, or developing a series around their own brand name.
• With ROI tough to pin down, and concerns about who owns the IP, neither course is a sure bet.

Learn more about brand names’ microseries playbook here.

Inside Dentsu’s strategy to make home entertainment a part of every brand name’s budget plan:

• Someplace down the line, a brand name will most likely work with Dentsu as its international home entertainment firm, with a short that has absolutely nothing to do with the imaginative or media accounts.
• Dentsu is a manufacturer and investor on the upcoming Angry Birds Three movie along with its lead online marketer, and has actually discovered space in the movie for 2 customers (she decreased to call them).

Find out more about Dentsu’s top quality home entertainment push here.

Ruggable’s brand-new advertisement invest method shifts focus to ShopMy developers:

• Because last August, Ruggable has actually moved about 10% of its general invest from efficiency channels, like Meta, into brand name channels, like influencers and linked tv.
• The brand name prepares to grow that invest by another 15% to 20% next year.

Find out more about Ruggable’s developer marketing shift here.

What we’re checking out

Netflix’s material chief ouster:

Netflix fired primary content officer Bela Bajaria as the business has actually been handling weaker audience engagement in the middle of her “premium cheeseburger” programs technique, according to Puck.

Netflix’s brand-new material chief:

To change Bajaria, Netflix has actually employed previous Disney and Fox officer Peter Rice, who has a credibility for managing acclaimed shows in addition to crowd pleasers, according to CNBC.

Fox’s agentic advertisement offers:

Fox has actually included Omnicom, Stagwell and Simulmedia to the list of business it’s dealing with to utilize AI representatives to carry out advertisement offers and enhance audience targeting, according to Adweek.

Disney’s Character.AI play:

Instead of get the AI chatbot platform outright and presume its legal concerns, Disney asked Character.AI to apply for personal bankruptcy so your home of Mouse might purchase its copyright and handle its workers, according to Wired.

Supreme Court’s video personal privacy case:

The Supreme Court has actually started hearing oral arguments on a case that will figure out whether the Video Protection Privacy Act uses to online business like Meta sharing individuals’s information for marketing functions, according to The Washington Post.