Discovery+ is the streaming platform with the highest average of paid Ads

Understand users by understanding Ads with Multiscreens+ | Ad Loads

What do Ads tell us about streaming platforms and their consumers? An analysis was conducted to pin down advertisers and Ads in the titles of 5 major streaming platforms in the United States: Discovery+, HBO Max, Hulu, Paramount+ and Peacock.

Through BB Media’s latest report, Multiscreens+ | Ad loads, a total of 254 inserted Ads between all 5 streaming platforms were monitored, with 83% of them being paid ads and the rest promotional ads. When disclosing the TOP 5 industries present in these Ads, 29% correspond to promotional ones, followed by Ads on food (17%), insurance (15%), trailers (13%) and cosmetics (8%).

When identifying the average of paid and promotional Ads in each streaming service, Discovery+ stands out as the one with the highest level of paid Ads (98%) and the lowest percentage of promotional ones (2%). The other streaming platforms show relatively similar results: over 80% of HBO Max and Paramount+ Ads are paid, while Hulu and Peacock have an average of over 70% paid Ads.

Discovery+ is also the platform with the highest percentage of advertisement time, with an average of 9% per title, while Hulu has only 3%. Interestingly, the latter shows Ads that last between 6 and 45 seconds in its series, as opposed to films, which tend to last more than 60 seconds.

HBO Max’s original titles tend to have fewer Ads than non-original ones, and they do not interrupt the video more than twice. With Paramount+, movies usually have a lower percentage of Ads than series, and they show advertisement at the beginning and at the end. Lastly, in Peacock´s case there is a distinction between business models: SVOD movies have pre-rolls (Ads played before the video starts), while AVOD movies do not, except in Kids content. Plus, its SVOD series do not show pre-rolls and Advertising VOD series do.


BB Media is a global Data Science company, specializing in Media and Entertainment for over 35 years. BB Media monitors +4,500 streaming services in +250 countries and territories, their prices, plans, packages and commercial offers. In addition, all film and series catalogues, including standard metadata. Streaming services, networks, programmers, cable operators, agencies, advertisers, studios, distributors, content APPs and technology companies rely on BB Media’s information and value-added analysis to make strategic decisions.    

BB Media has offices in USA, Argentina, Brazil, Mexico, Colombia, Ecuador, Italy and the Netherlands.