The landscape of TV watching has undergone a radical transformation in recent years, witnessing the decline of cable domination in favor of over-the-top (OTT) streaming services. For the first time, the consumers have control and the provider with the best shows, best service, and most options will win their business. A major factor contributing to the rise of OTT is the simultaneous rise of Connected TV (CTV). Often incorrectly used interchangeably for each other, Connected TV is the hardware that hosts OTT such as Smart TVs or devices such as Firesticks, Chromecast, and even gaming systems like Xbox and Playstation.

While the original OTT pioneers like Netflix, YouTube, and Hulu always drew attention from brands in the entertainment industry, it was the COVID-19 pandemic that truly set off the streaming wars. With nowhere to go but home, competition from renowned brands such as Amazon, HBO, and Disney arrived quickly and with a determination to disrupt. 

As we move further away from the pandemic, these platforms have begun to serve a new purpose and have changed in response. The largest change has been the introduction of ad-tiered subscriptions. Not only has this changed how consumers view these services, but the door has been opened wide for advertisers who have longed for a place to call home in the streaming era. 

As for pricing, Amazon DSP demands a minimum commitment of $50,000 per campaign and YouTube TV with a requirement of $35,000. An illustrative case is Amazon's promotions during 2023 Black Friday Football, as they showcased a host of the platform's strategic utilization for impactful marketing for themselves and outside brands. On the other hand, YouTube TV presents another alternative. Through working with an appointed Google Representative, you can get consistent advertising nation-wide and reach more traditional audiences. These platforms cater to advertisers with stronger financial capacities, providing tailored approaches to connect with audiences effectively.

For those venturing into streaming advertising for the first time, there are numerous cost-effective options abound. Amazon Sponsored TV (separate from Amazon DSP), for instance, offers an entry point without any dollar commitment. Although it might not secure prime spots during high-profile events like Thursday Night Football, MLB Games, or Prime Video, it provides marketers with access to an incredibly diverse and expansive audience across Amazon’s wide array of services. Conversely, Hulu opens its doors for advertisers with rates as low as $500 a month. This avenue allows brands to place their ads amidst some of the most sought-after shows, rivaling the visibility offered by Netflix but at a fraction of the cost. These platforms serve as accessible gateways for advertisers seeking effective ways to reach their target demographics within the streaming landscape.