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Premium VideoAdvertising Optimizing ad effectivenessin the fast-evolvingstreaming landscape Premium Video, redefined Premium video is having a moment — and not aquiet one — powering scale and outcomes at theheart of media plans in 2025. overlays to real-time engagement, premium videoadvertising isn’t just evolving, it’s accelerating. For brands and advertisers, it’s a chance to meetconsumers when they’re most engaged acrossevery screen and guide them from awarenessto action in one seamless experience. For mediapublishers and streaming platforms, it’s astrategic moment to monetize attention at scale.They can offer advertisers full-funnel solutionswith a test-and-learn approach, while maintainingthe premium content experience viewers expect. Platforms are investing more, audiences areleaning in, and advertisers are betting on it todrive real outcomes. Why? Because it’s wherepeople go with purpose. It’s appointment viewing,binge-worthy series, and game-day vibes. Thatkind of attention is rare, and in today’s fragmentedmedia landscape, it’s gold. Meanwhile, ad-supported models are scalingfast, unlocking more inventory, offering greaterflexibility, and giving brands more ways to showup without disrupting the content experience.In parallel, connected TV (CTV) is making thead experience smarter, more personalized, andinteractive, and better aligned with how peoplewatch. From shoppable formats and dynamic As campaign efficiency expectations growalongside tighter budgets and a volatileconsumer landscape, this report examinesattention patterns, platform behaviors, and viewerexpectations to help media publishers, streamingplatforms, and advertisers optimize viewers’ad experiences. Methodology DISQO surveyed 2,000 US adults (18+) from our first-party,identity-based audience from February 12 to 19, 2025. The datainforming the report was balanced on age, sex, and income andweighted to represent the US population. Table of Contents •The premium video audience•The streaming landscape•The multitasking and attention dilemma•The ad experience•What makes ads resonate More than 30 million people have opted in to share their brandexperiences with DISQO, empowering clients to cultivate deepinsights about their target audiences and to perform objective,single-source measurement of ad effectiveness on attitudes anddigital behaviors. For the purpose of this report, premium video is considered anytype of television programming that is a significant investment bythe distributor, such as professional or collegiate sports gamesor scripted, high-end production content like Game of Thrones. Itcan be watched across any device or via any platform. The premium video audience How viewers are tuning in Winning attention with premium video starts byunderstanding who’s watching and how often. Whenasked about their viewing habits, two-thirds of adultssay they watch premium video at least weekly, and onein three watch daily. This isn’t just a Gen Z phenomenon.While 33% of Gen Z, 37% of Millennials, and 34% of Gen Xreport daily viewing, Boomers are not far behind at 24%. Unlike passive scroll environments, premium videois an intentional choice. Viewers opt in—often forlonger sessions and with more focus—creatingmore opportunities for brands to deliver meaningfulmessages that land. 73%of $125k householdswatch weekly Premium Video Advertising | 4 CTV is the norm,driven by affluence When asked which devices viewers prefer for watching premium video,CTV came out on top, with 57%citing it as their primary screen. Whether through smart TVs,streaming sticks, or gaming consoles, viewers are gravitatingtoward platforms that offer more control, seamless access,and a lean-back, immersive experience. But CTV doesn’t own the moment alone. While mobile is closebehind overall, it leads the way with Gen Z (48%) and lower-income households ($25—50K: 42%). Mobile has becomemore than a fallback—it’s a highly personal, always-with-youscreen that drives deep engagement in on-the-go moments. Which devices do youprefer for watchingpremium video?WE ASKED Key takeaways Prioritize the power ofCTV to maximize reach Invest where consistency meets intent Premium video is an active investment of time and money and anintentional, recurring behavior. With two-thirds watching weekly and one-third watching daily, this format offers reliability and consistent repeatengagement. Brands and media buyers should treat premium video notas a reach extension but as a core pillar in their cross-channel strategy forbuilding both short-term performance and long-term, high-value equity. CTV is the dominant screen forpremium video across nearlyevery demographic, especiallyamong affluent and high-intenthouseholds. With its lean-backexperience, immersive format,and ability to deliver storytellingat scale, CTV offers a uniqueattention-rich environment. Formarketers, it is now the anchor pointof a high-impact video strategy.With the shift away from traditional,non-conne