There has long been a debate in the industry about what actually makes video content premium versus non-premium. At Comcast Advertising, we believe that modern premium video is content delivered transparently, in a trusted brand-safe environment, seen by real people within a high-quality viewing experience.
That’s because TV – both traditional and streaming – has the ability to capture attention at scale and convert that engagement into lasting connections that influence action in a way that other platforms just can’t match. Because of this, buyers themselves tend to consider long-form, episodic content as more premium than short-form, user-generated content or creator produced content.
New research from the VAB and TVision reinforces this, exploring how Premium Video Platforms are much more likely to capture consistent attention from engaged audiences compared to shorter-form environments like YouTube and how this attention helps turn impressions into results for brands.
We sat down with Benjamin Vandegrift, SVP, Measurement Strategy & Innovation, VAB to discuss their new research and the value that Premium Video Platforms deliver for brands when it comes to driving business outcomes.
Q: You titled this report “The Impression Gap”. What’s the significance of that title and how did you approach the research?
Benjamin Vandegrift: VAB conducted this first-of-its-kind study to understand which streaming platforms work hardest for marketers on CTV. We found that there is a clear gap in the value of impressions on 21 Premium Video Platforms vs YouTube.
We analyzed a year’s worth of TVision viewership and eye tracking data to understand how audiences are engaging with streaming platforms, exploring important elements of performance such as – if audiences are in the room, if their eyes are on screen and if their eyes stay on screen. All of these elements are critical components of attention which serve as a cornerstone of an effective video campaign.
The data shows that CTV impressions on Premium Video Platforms like Peacock, Xumo, HBO Max and 18 others outperform YouTube in co-viewing, attention and session length.
Q: Is “attention” (eyes on screen) a good barometer for success and actionable performance when it comes to TV and video advertising?
Vandegrift: Every dollar a marketer spends should work as hard as possible for them. As streaming and CTV investments continue to grow, it’s critical to understand that not all streaming inventory delivers the same value. Audiences can watch Premium Video Platforms and YouTube via CTV, but the attention they generate differs meaningfully.
Research and data from across the industry supports the fact that attention and eyes on screen play a pivotal role in the success of video advertising. Higher levels of attention on streaming correlate with lifts in brand awareness, consideration and purchase behavior. In other words, if viewers’ eyes aren’t on screen, impressions can lose value.
Q: How does Premium Video compare to YouTube when it comes to attention metrics?
Vandegrift: There is a clear distinction in the ability of Premium Video Platforms to drive outsized attention on CTV compared to YouTube. Audiences watching via CTV are 15% more likely to have their eyes on screen for Premium Video Platforms in comparison to YouTube, and nearly 20% more likely to keep their eyes on screen.1
These results illustrate that audience intention to access high quality long form content impacts attention and ultimately advertiser’s ability to drive business outcomes with their video campaigns.
Q: Why is “session length” such an important metric? What did you find there?
Vandegrift: Longer viewing sessions indicate that audiences are engaged with the content being viewed. Not only are sessions lengths longer on Premium Video Platforms than on YouTube, but viewers are more likely to have their eyes on screen while watching content on Premium Video Platforms, regardless of session length.1
This illustrates the power of professionally produced content – sports, dramas, reality shows and beyond – that audiences are intentionally accessing on platforms like Paramount+, Xumo, and Xfinity.
This matters to brands because content that’s driving longer session lengths creates increased opportunities for them to connect with audiences in multiple ways, whether it’s through contextually relevant ads or even sequential messaging that can immerse audiences further into the brand’s world and drive the business outcomes that matter most.
Q: What were your findings around co-viewing across Premium Video Platforms versus YouTube?
Vandegrift: Co-viewing for Premium Video Platforms on CTV is over 30% higher than YouTube on average. In fact, YouTube ranks 18 out of 22 platforms when it comes to co-viewing.1
This is important because shared viewing experiences turn into shared moments, moments that spark increased engagement and inspire conversations that amplify ads beyond the screen.
Q: How would you sum up the learning from this report for advertisers? (I was thinking something around “not all CTV impressions are created equal”…)
Vandegrift: We learned a lot from the data, but the two biggest takeaways for advertisers are not all streaming impressions on CTV are created equal. And second, impressions delivered on Premium Video Platforms work harder for brands than impressions on YouTube.
To uncover the complete findings, download The Impression Gap.
Connect with our team to learn more about how premium video can help your brand turn attention and engagement into action.
Source:
1. VAB, The Impression Gap, February 2026.
