Insights Show Premium Video Outperforms YouTube for Marketers on CTV Advertising

Premium Video Platforms Demonstrate Stronger Results for Marketers

In a recent analysis conducted by the Video Advertising Bureau (VAB), data indicates that premium video platforms on Connected Television (CTV) dramatically outperform YouTube in various key metrics. The study, carried out by TVision, spanned from July 2024 to June 2025, focusing on how audiences engage with content across different platforms like Disney+, Netflix, HBO Max, and Paramount+ compared to YouTube.

Key Findings from the Analysis

1. Co-Viewing Rates

The report highlights that premium video platforms achieve a 33% higher rate of co-viewing than YouTube. This metric is critical for marketers, as co-viewing leads to more ad exposures per impression, thereby facilitating greater advertising efficiency. In an era where consumer attention is fragmented, the ability to reach multiple viewers at once enhances advertising impact.

2. Viewer Engagement and Attention

Premium video platforms not only encourage more viewers in the same environment but also maintain higher levels of audience attention. While YouTube ranks low in sustained viewership, often falling to 14th place for time spent with eyes on screen, premium video platforms consistently foster greater attention throughout the viewing duration. This engaging atmosphere presents brands with valuable opportunities for storytelling and message retention.

3. Viewing Session Length

Another striking revelation from the study is the difference in viewing session lengths. Premium video platforms boast viewing sessions that are 49% longer than those on YouTube. Shorter sessions on YouTube result in limited opportunities for impressions, as the platform typically ranks last regarding session length when compared to premium video offerings. The longer exposure times on premium platforms translate directly into more meaningful consumer interactions.

4. Attention Conversion Rates

The analysis also found that premium video platforms convert viewing time into active attention at an 18% higher rate than YouTube. This conversion rate is essential for marketers aiming to maximize their ad campaigns’ effectiveness, as it correlates with the quality and reach of advertising impressions, directly impacting return on investment.

5. The Need for Attentive Engagement Understanding

According to Yan Liu, CEO of TVision, understanding both attention and co-viewing is imperative for marketers wishing to optimize their campaign performance. With substantial clarity provided on the distinctions between user behaviors on premium platforms and YouTube, businesses can refine their strategies to cultivate more effective engagement levels.

Conclusion

The findings presented in this VAB report underscore the evolving landscape of digital advertising. As premium video platforms continue to seize audience share and provide solid engagement metrics, marketers must reevaluate their strategies on platforms like YouTube. For brands looking to make a substantial impact, leveraging the enhanced capabilities of premium video may well lead to more successful advertising outcomes and a better return on their investment.

This analysis invites marketers to critically assess where they allocate their advertising budgets, particularly as streaming aptitudes evolve and consumer preferences shift. As the landscape continues to shift, brands must stay informed and responsive to the dynamic interplay between media consumption and advertising effectiveness.