OTT (Over-The-Top) is bought on CPM only, averaging $28.00. Streaming Audio is bought on CPM only, averaging $18.00. Analysis for Retail in 2026.
Connected TV and streaming platforms (Hulu, Roku, etc.)
Spotify, Pandora, and other audio streaming platforms
The auction, the creative, the budget floor — the three things you actually need to know before picking a platform.
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.
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.
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.
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.
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.
$2K–5K/month gets meaningful reach on Spotify's self-serve platform. Podcast-network buys typically start at $10K/month for host-read integration.