Streaming Platforms Reduced National TV Advertising Spending

National television ad expenditures for streaming services fell by 29 percent year-over-year.

Updated on Sept. 23, 2026 in Television

Isometric editorial illustration of a broadcast tower in a field with a single football at its base, representing shifting media strategies. — Streaming platforms reduced national television advertising spending by 29 percent year-over-year as they shift marketing budgets toward NFL-focused sports programming. AI Illustration. Upload story photo >

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Streaming platforms spent $115.3 million on national television advertisements between August 23 and September 22, 2026. This represents a 29 percent decrease from the $163.6 million spent during the same period in 2025.

Why it matters

Streaming providers are shifting their marketing tactics and increasingly prioritizing NFL programming to drive new subscriber acquisitions. This change in strategy signals a move away from broad national campaigns toward high-impact sports content.

YouTube led the sector with $42.8 million in ad spend, followed by Amazon Prime Video at $23.2 million. Meanwhile, total streaming media value reached $44.3 million, with NFL+ alone accounting for $9.3 million.

The players

YouTube

YouTube is a global video-sharing platform that has expanded into streaming television services and original programming.

Amazon Prime Video

Amazon Prime Video is a subscription-based streaming platform owned by Amazon that features original content and licensed media.

NFL+

NFL+ is the official over-the-top streaming service of the National Football League providing live game coverage and content.

Peacock

Peacock is a streaming service operated by NBCUniversal that offers a mix of original shows, movies, and live sports.

The details

Streaming services are leveraging their own broadcast networks or targeted deal-making to place messaging directly before audiences. This pivot toward NFL-focused advertising is a calculated move to capitalize on the high viewership of football as they seek to capture seasonal subscription growth.

August 23, 2025 to September 22, 2025: Streaming platforms spent $163.6 million on national television ads.
August 23, 2026 to September 22, 2026: Streaming platforms spent $115.3 million on national television ads.

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Industry Dynamics

This contraction in ad spend reflects a broader industry shift as streaming services move away from mass-market awareness campaigns. The tactical transition to NFL-heavy programming highlights the increasing reliance on live sports to sustain market share in a mature streaming landscape.

Viewers can expect to see significantly more NFL-related promotions across traditional television networks as streaming services push to acquire new users during the football season. Subscribers should anticipate that marketing efforts will be increasingly tied to these specific sports packages.

The takeaway

The move from broad national television advertising to specific NFL-focused campaigns reflects a more targeted approach to acquiring subscribers. Consumers may find that promotional content becomes more concentrated around high-value live sports broadcasts this year.