Streaming Television is Key in Digital Marketing Strategy
In today’s fragmented media landscape, video continues to reign supreme—and YouTube and OTT (Over-the-Top) advertising are leading the charge. As streaming continues to evolve from trend to mainstay, businesses that integrate these platforms into their digital marketing plans are seeing greater brand visibility, higher engagement, and more targeted conversions.
Streaming Surges, Traditional TV Slips
According to Nielsen’s The Gauge report (March 2025), streaming accounted for 43.8% of total TV usage in the U.S., surpassing both cable (24.0%) and broadcast (20.5%). YouTube achieved a new platform record for a second consecutive month with 12.0% of total TV watch-time, outpacing even Netflix. This marks a significant shift in how audiences consume content—favoring on-demand, personalized experiences over scheduled programming.
OTT platforms such as Hulu, Disney Plus Peacock, Pluto TV, and Roku Channel are also gaining momentum, making them invaluable avenues for advertisers seeking to reach highly segmented audiences. As traditional TV declines, these platforms offer unmatched opportunities to engage viewers in more immersive, controllable ways.
Why YouTube and OTT Belong in Your Digital Marketing Plan
YouTube and OTT platforms allow for precision targeting that’s nearly impossible through traditional TV. Advertisers can segment audiences by age, gender, household income, zip code, behaviors, and even viewing habits—making it easier to convert impressions into measurable results.
But to maximize ROI, businesses must do more than just show up. They need a strategic approach anchored by:
- Conversion Goals: Are you aiming for purchases, sign-ups, or foot traffic? Each goal informs creative direction and ad placement.
- Demographic Targeting: Reaching Gen Z? Baby Boomers? Tailoring content to their preferences is key.
- Geographic Relevance: For local businesses, OTT and YouTube enable hyper-local targeting with scalable reach.
Without these elements, even the most well-produced videos risk getting lost in the digital shuffle.
Don’t Count Out Broadcast and Cable
While digital streaming is on the rise, broadcast television and cable news stations still play a critical role in reaching older and more traditional media consumers. According to Nielsen, cable news viewership surged during major events such as March Madness and political coverage, showing that audiences aged 50+ continue to rely heavily on these platforms.
For businesses targeting homeowners, retirees, or high-net-worth individuals, local news and morning programs remain trusted sources of information. These demographics often prefer linear TV formats and are more likely to engage with professionally produced content aired during trusted segments.
A well-rounded media plan should blend streaming with traditional broadcast buys—especially in regional markets where local news stations dominate household viewership. The key is matching message and medium to the intended audience.
Streaming’s Big Four: YouTube, Netflix, Amazon, and Disney Streaming
While streaming as a whole dominates the digital landscape, it’s the top four platforms—YouTube, Netflix, Amazon Prime Video, and Disney Streaming—that lead the charge. Over the last 12 months (April 2024 through March 2025), YouTube held the top spot with an average of 10.6% of total TV usage, followed by Netflix at 8.0%, Amazon Prime Video at 3.4%, and Hulu (Disney Streaming) at 3.2%. Notably, starting in January 2025 when Disney Streaming added Hulu, the market share began climbing steadily, reaching an average of 4.8% during the first quarter of 2025.
This growth signals that advertisers should be paying closer attention to Hulu’s evolving audience base—not just because of rising viewership numbers, but because of who those viewers are and how they engage with content. Hulu has increasingly positioned itself as a hybrid platform: combining live TV and on-demand streaming, it appeals to both cord-cutters and traditional TV viewers seeking flexibility. The platform attracts a diverse demographic, including millennials and Gen X households who value access to current-season network shows, original series, and sports.
Moreover, Hulu’s momentum is fueled by its integration into Disney’s broader digital ecosystem. As part of Disney+, Hulu benefits from advanced audience targeting tools, cross-platform ad opportunities, and shared user data—creating richer advertising experiences and more measurable results. Its growing library of exclusive content, including critically acclaimed series and documentaries, also keeps audiences engaged longer, increasing the frequency and quality of ad impressions.
For marketers, this means Hulu is no longer just an alternative to Netflix—it’s a strategic media buy, especially for brands seeking to blend the broad reach of traditional TV with the advanced targeting of digital platforms.
One Video, Three Sizes (and Lengths)
Effective video content isn’t one-size-fits-all. Different platforms and devices require varied formats—and attention spans are shorter than ever. That’s why it’s essential to create:
- Horizontal (16:9): Ideal for YouTube and smart TVs.
- Vertical (9:16): Optimized for mobile-first platforms like Instagram Reels, TikTok, and YouTube Shorts.
- Square (1:1): Performs well across Facebook, LinkedIn, and mobile feeds.
In addition to sizing, varying your video lengths—from 6-second bumpers to 15- and 30-second spots—allows you to retarget viewers and guide them along the customer journey. Short videos are great for brand awareness, while longer ones build emotional connections and drive conversions.
Why You Need an Experienced Digital Agency Partner
Executing a multi-platform, video-forward digital strategy isn’t just about creativity—it requires experience, data fluency, and constant optimization. That’s where working with a proven digital agency like JB Communications makes all the difference.
Based in Louisiana and Colorado, JB Communications brings over 30 years of expertise in digital strategy, content production, and advertising for businesses in finance, tourism, real estate, and retail. As a certified Google Partner, JBC uses tools like SEMrush, Meta Ads Manager, and advanced analytics to develop, deploy, and fine-tune your campaign for maximum impact.
From developing content strategies and managing media buys to tracking key performance indicators (KPIs) and refining creative, JBC ensures every dollar you spend on YouTube, OTT, or traditional broadcast is aligned with your business objectives.
Getting Started for Digital Marketing Success
With YouTube and OTT viewership continuing to rise—and traditional media consumption evolving—it’s no longer a question of whether to include streaming in your digital marketing plan, but how. By setting clear goals, producing platform-appropriate video content, and partnering with a knowledgeable agency, your brand can stand out in a saturated digital world.
It’s not just about being seen. It’s about being remembered—and driving results. Contact JB Communications for a free consultation.
