All the Q4 Streaming TV and CTV Advertising Numbers You Need To Know

We know the struggle — endlessly searching for that perfect Q4 stat to help drive your point home, only to come up empty-handed. But luckily, making that search easier is our gift to you this season.

That’s why we’ve scoured the internet to gather the most festive (and, you know, evidence-based) end-of-year stats that’ll have your article, presentation, or campaigns shining bright during the holidays. All we humbly ask is that you remember who hooked you up: your friends at MNTN Research. 

Tip: use CTRL+F (or CMD+F for all those Mac folks out there) to find the key term you’re after. Some searches we recommend:

• U.S. consumers
• Popularity 
• Hours
• Age(s)
• Ad Spend
• Content

Consumer Trends

Connected TV sees a 4x increase in viewership during December — driven by the watching of holiday content.
Source: Wurl

With over two-thirds of the U.S. population now reachable on CTV, and average streaming viewing time now up to 2 hours and 15 minutes per day, Connected TV will be one of the top channels for reaching consumers during the 2024 holiday season.
Source: eMARKETER

Disney+ will reach 158.6 million subscribers in Q4 of 2024 — almost 9 million more than the same period last year.
Source: Statista

60% of all new Disney Plus subscribers in Q4 are choosing the ad-supported plan. 
Source: the Verge

Last year’s Black Friday NFL game drew nearly 10 million viewers. 
Source: Adweek

Amazon’s Black Friday game brings in fresh viewers: 24% of last year’s viewers hadn’t watched Amazon’s Thursday Night Football, and nearly a third hadn’t tuned into any Thanksgiving NFL games.
Source: Adweek

Around 60% of NFL fans aren’t thrilled about watching Christmas Day NFL games on Netflix, and 76.5% say they wouldn’t buy a Netflix subscription just for the games.
Source: MediaPost

Cyber Monday FAST ads outperformed those for Black Friday, with a 43% increase in visit rates, 54% boost in conversion rates, and an 80% rise in ROAS.
Source: EMARKETER

The Roku Channel saw a 12% rise in viewership from September to October of this year.
Source: Nielsen

Despite lowered viewership overall compared to September, Netflix owned the top five streaming originals for October — led by “Love Is Blind” with 4.4 billion viewing minutes.
Source: Nielsen

Streaming viewership grew by 7.6% in November to claim a record 41.6% of all TV viewing.
Source: Nielsen

Advertiser Trends

Despite continued lowering of CTV ad prices over time, Q4 will see a rise in prices across all streaming services due to increased demand during the holiday season and marketers spending the rest of their budgets before the end of 2024.
Source: EMARKETER

Amazon Prime Video’s ad slots for the Black Friday NFL game between the Chiefs and Raiders are now sold out, thanks to demand starting as early as February.
Source: Adweek

Amazon says that their Black Friday broadcast will feature twice as many interactive ads as regular Thursday Night Football games. 
Source: Adweek

During Q4 2024, Disney saw profit from Disney Plus, Hulu, and ESPN Plus soar to $321 million — up from $47 million last quarter.
Source: the Verge

Football programming drives up live sports TV ad spend at the end of the year — as seen in both Q4 2022 and Q4 2023, when live sports programming accounted for more than 40% of U.S. national TV spend. 
Source: EMARKETER

Netflix’s two Christmas Day NFL games have officially sold out their ad inventory, with Verizon and FanDuel leading as sponsors. A major draw for advertisers? Beyoncé is set to headline the halftime show for one of the games — adding even more star power to the event.
Source: Ad Age

NBCUniversal will likely pay up to $60 million annually to retain the future broadcast and streaming rights to the Macy’s Thanksgiving Day Parade — a sharp increase from its current $20 million contract.
Source: The Wall Street Journal

Creative

In a 2024 survey, 59% of consumers said they “love” Christmas ads, up from 51% in 2023.
Source: Kantar

56% of consumers say they are “really looking forward to seeing Christmas ads on TV” this year — more than 2023’s 48% of respondents.
Source: Kantar

Coca-Cola’s new holiday ad “Holiday Road” — which depicts the challenging journey people take to reunite with loved ones during the holiday season — will air during the Fox NFL Thanksgiving Day games.
Source: Ad Age

Airbnb embraced the holiday spirit of the Macy’s Thanksgiving Day Parade with a Santa-themed spot that uses the brand’s signature animated style to narrate Santa’s hotel mishaps through the poem “A Visit from St. Nicholas.”
Source: Ad Age

Glenlivet will mark its 200th anniversary with a new holiday campaign featuring Scottish actor Thomas Doherty, which will be served across channels like Connected TV, social, and digital.
Source: MediaPost