Platform vs platform
Updated 2026-07-01
OTT (Over-The-Top) vs Streaming Audio
OTT (Over-The-Top) is bought on CPM only, averaging $28.00. Streaming Audio is bought on CPM only, averaging $18.00. Analysis for New Zealand in 2026.
OTT (Over-The-Top)
CPC—
CPM$28.00
Best forBrand awareness, Premium audiences, Video storytelling
vs
Streaming Audio
CPC—
CPM$18.00
Best forCommuters, Podcast listeners, Music fans
Amber underline marks the lower cost on each metric. Ties get neither. Em dash means the platform is not sold on that basis.
Which one, for you?
Which should I actually pick?
Answer three questions and we'll score OTT (Over-The-Top) vs Streaming Audio on budget fit, industry rank and goal alignment.
Regional context
Advertising in New Zealand
New Zealand is a small, mature, English-language digital ad market with CPMs roughly in line with US baselines. Population scale is modest (~5.2M) but digital adoption is among the world's highest and consumer ecommerce maturity is strong. Google and Meta dominate; TVNZ and Stuff Digital provide the meaningful local premium publisher inventory. Australian and New Zealand campaigns are frequently coordinated together, though Kiwi consumers reliably notice and resent direct Australian creative reuse — local references, slang, and visual cues matter more than the size of the market would suggest. Privacy Act 2020 governs personal data; it's notably more privacy-protective than its Australian counterpart, with mandatory breach notification and stricter cross-border transfer rules.
Regulatory notes
Privacy Act 2020 governs personal information with mandatory breach notification; the Unsolicited Electronic Messages Act 2007 requires consent for commercial messages.
Quick comparison
Quick Comparison
Delta reads left to right: how OTT (Over-The-Top) compares to Streaming Audio on each line.
| Metric | OTT (Over-The-Top) | Streaming Audio | Δ OTT vs Streaming | What it means |
|---|---|---|---|---|
| Avg. CPC | — | — | — | One side is not sold on a CPC basis. |
| Avg. CPM | $28.00 | $18.00 | +56% | Cost to buy 1,000 impressions on each board. |
| Clicks per $5,000 | — | — | — | Volume advantage before conversion rate is applied. |
| Typical CVR | 0.4% | 0.5% | -20% | Cross-industry typicals by channel type, not board data. |
| Implied CPA | — | — | — | At the CVRs above; your account will differ. Implied CPA = CPC ÷ CVR. |
| Min. viable monthly spend | — | $10,000 | — | To exit learning / gather bid-strategy signal. |
| Pricing tier | High | Medium | Board tiers by CPM/CPC percentile. |
By industry · estimated CPM
Where the gap widens
OTT (Over-The-Top)Streaming Audio
Finance
Tech/SaaS
B2B
Healthcare
Education
Real Estate
E-commerce
Retail
Streaming Audio 36% cheaper per thousand impressions
Method
Each industry estimate = platform baseline × (industry CPM ÷ cross-industry average CPM of $13.13). The ratio between the two platforms is therefore constant; what changes by industry is the absolute cost.
Under the hood
How each one charges you
OTT (Over-The-Top)
- Billing
- OTT (Hulu, Peacock, Roku, Samsung TV+, etc.) is bought exclusively on CPM with 15- and 30-second video creative. Rates run $25–40 CPM — the highest of any digital channel — because inventory is finite premium video and the ROAS story is measured against linear TV, not against Facebook.
- Learning phase
- OTT has a real budget floor: most DSPs require $5K–10K/month minimum, and to reach reliable frequency in a metro DMA you need $15K+/month per platform.
- Creative
- 15s or 30s video, 1920×1080 (16:9), broadcast-quality mastering. No skippable formats. Most platforms require closed captions and mezzanine-file delivery through demand-side platforms.
Streaming Audio
- Billing
- Spotify, Pandora, iHeart, and podcast networks sell audio ads on CPM. Rates run $15–25 depending on demographic targeting depth. Podcast host-read ads bill differently (flat fee per episode + CPM top-up), but programmatic streaming audio is standard CPM.
- Learning phase
- $2K–5K/month gets meaningful reach on Spotify's self-serve platform. Podcast-network buys typically start at $10K/month for host-read integration.
- Creative
- 15s or 30s audio, .mp3 or .wav, 128kbps+ recommended, with a companion display banner (300×250) for the app UI. Sound design matters more than script — this is background-attention media.
Verdict
When to Use Each Platform
Choose OTT (Over-The-Top) when…
- You're targeting brand awareness
- You're targeting premium audiences
- You're targeting video storytelling
Choose Streaming Audio when…
- You're targeting commuters
- You're targeting podcast listeners
- You're targeting music fans
- You want lower cost per thousand impressions ($18.00 vs $28.00)
FAQ
Related Comparisons
Is OTT (Over-The-Top) or Streaming Audio cheaper?
Per thousand impressions, OTT (Over-The-Top) at $28.00 vs Streaming Audio at $18.00. Per acquisition it depends on conversion rate; run the recommender above against your industry.
Can I run both on $5,000 a month?
Yes, but split unevenly toward whichever side has the conversion volume to exit learning. Splitting evenly below $5k usually starves both. Use the min. viable spend row in the table above as the floor for each side.
Can I reuse Australian ad creative in New Zealand?
Technically yes, but it consistently underperforms. Kiwi audiences notice Australian slang, references, and visual cues quickly — and they care. Localized NZ creative isn't dramatically more expensive to produce but lifts performance materially across most B2C categories. Trans-Tasman campaigns work best when sharing brand strategy and assets but commissioning NZ-specific copy, talent, and references.
What's a typical NZ Google Ads CPC?
New Zealand Search CPCs typically run NZD 1.50-3.50 across most verticals, with finance, insurance, and legal pushing NZD 15-40+. That's broadly comparable to US equivalents in USD terms. The smaller auction pool means CPC volatility quarter to quarter is higher — competitor entry and exit can move benchmarks meaningfully, which is less common in larger markets.
Is LinkedIn worth running for NZ B2B?
Yes for Auckland-based professional audiences in finance, tech, agriculture, and government — though audiences are small and you'll saturate niche targeting quickly. NZ LinkedIn CPMs typically run NZD 60-110 for tightly-filtered audiences. Many NZ B2B teams run combined Australia-New Zealand campaigns with NZ-specific creative variants, which extends audience economics meaningfully.