Streamers are seeking to diversify their advertising pool

Say goodbye to the same five ads on repeat every time you open Max.

Comcast this quarter is launching Universal Ads, an advertising platform aimed at attracting small- and- medium-sized businesses in an effort to keep up with the industry's ever-changing landscape.

The program is designed to streamline and simplify the process of purchasing ad space on streaming networks, similar to how it works on social media sites such as Meta, YouTube, and TikTok, where buying ads is easier and requires a much lower starting budget.

• NBCUniversal, Xumo, A+E, AMC Networks, DirecTV, Fox Corp, Paramount, Roku, TelevisaUnivision, and Warner Bros. Discovery have all joined Universal Ads.
• Others are expected to follow suit in the coming months.

Big picture: With the move, participating streamers are looking to divert marketing spend away from social media. Social media ad spending is estimated to have reached ~$90 billion in 2024, up roughly 19% from the year prior. It’s expected to rise another 14% this year, according to eMarketer.

📰 In other streaming news: Disney revealed yesterday its streaming platforms have an estimated 112 million US monthly users on its ad-supported tiers.