OTT advertising is video advertising delivered through over-the-top (OTT) streaming content.
OTT content reaches viewers over the internet instead of through a traditional cable or satellite TV service. The term “over the top” refers to the way streaming bypasses those traditional delivery systems. For this reason, you often hear and see “OTT” and “streaming” used interchangeably to describe both the programs and ads that are delivered this way.
Over-the-top content, or streaming, now represents a substantial share of the advertising-supported TV experience. In the first quarter of 2026, streaming captured a record 46.6% of ad-supported TV viewing.1
Chances are, you’re already quite familiar with OTT. The following are all examples of OTT services and streaming environments:
- Peacock
- Hulu
- Netflix
- Prime Video
- Paramount+
- Pluto TV
- Tubi
- Xumo Play
- Sling TV
- The Roku Channel
Because OTT describes the way content reaches the viewer, it isn’t limited to one type of screen. It can be viewed on connected TVs, smartphones, tablets, and computers. OTT ads can appear within that content on any of those screens, appearing before, during, and after a program starts, just like traditional TV ads.
For example, someone could watch Peacock through an app on a smart TV, an Amazon Fire TV Stick, or a tablet. In each case, the program is OTT content because it is delivered over the internet, and the ads within that content would be referred to as OTT advertising.
How to Advertise on OTT
Buying OTT advertising starts with the same basic questions that guide any effective TV campaign:
- Who do you want to reach?
- Where are those viewers located?
- What action do you want them to take?
- How much do you want to invest?
- How will you measure performance?
Once you know what you want your campaign to accomplish, an advertising provider can help you choose your audience, streaming inventory, geographic areas, campaign timing, and measurement approach.
OTT ads can be purchased directly from streaming platforms, through automated buying technology, or with a media partner like Comcast Advertising that can run streaming campaigns across a variety of apps, including Pluto TV, Sling, Xumo Play, Tubi, and more. Some advertising services offer self-service tools, while managed campaigns with a full-service advertising partner provide hands-on planning and execution support.
Advertisers can also buy OTT based on the audiences they want to reach rather than selecting only a particular show or channel. Depending on your campaign and the available data, you may be able to reach audiences based on:
- Geographic area
- Age or household demographics
- Interests
- Past purchases
- Lifestyle characteristics
Comcast Advertising uses insights from more than 30 million Comcast households, along with additional industry data, to identify audience segments and viewing trends.
Audience-based delivery can help you reach viewers who are more likely to be interested in your product or service. Where your ad appears is important, too. Premium inventory places ads within professionally produced programming from established media companies, providing a more consistent, high-quality viewing environment.
How Much Does OTT Advertising Cost?
OTT advertising costs are influenced by factors such as:
- The number of viewers you want to reach
- The size of your geographic market
- Audience selection
- Programming and inventory quality
- Campaign length
- Frequency
- Seasonality and demand
- Reporting and measurement needs
OTT advertising is commonly priced using cost per thousand impressions (CPM), which refers to the cost required to deliver 1,000 ad impressions. Reaching a narrowly defined audience or placing your ads within popular premium programming may cost more per thousand than a broader campaign, but it may reduce your overall budget by delivering only to the audiences that matter most to your business.
Your advertising partner can help you compare available options and build a plan around your budget.
Running OTT ad campaigns can complement, rather than replace, traditional TV advertising. While traditional TV campaigns offer broad reach, streaming helps businesses find additional viewers across more screens and viewing environments. Comcast Advertising research has found that streaming frequently delivers incremental reach beyond audiences reached through traditional TV.
Reaching Viewers Through OTT Advertising
OTT advertising helps you connect with audiences across the streaming content and screens they use. It can extend the reach of a traditional TV campaign, support more specific audience delivery, and provide reporting that helps you understand campaign performance.
Comcast Advertising provides access to streaming TV inventory across premium services, sites, and apps. By combining streaming with traditional TV in a multiscreen strategy, Comcast Advertising can help you reach your ideal audiences across more of the content they watch.
Ready to connect with new customers through OTT advertising? Contact us to start reaching your audience wherever and however they’re watching.
Sources:
1 Nielsen, “Nielsen’s Q1 2026 Ad Supported Gauge,” June 23, 2026.