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OTT (Over-The-Top)

OTT (Over-The-Top) Premium · Video Updated 2026-07-01

OTT (Over-The-Top) benchmarks, 2026

Connected TV and streaming platforms (Hulu, Roku, etc.) — $28.00 per thousand — with Brand awareness and Premium audiences pulling the strongest returns.

Avg. CPM^$28.00Cost per 1,000 impressions

Board rank · CPM8of 9Cheaper than 1 platform

Strongest in Brand awareness
Premium audiences Best-fit use cases from the dataset

How to read this page Figures are weighted medians from ten named sources (see the data dictionary). Your OTT (Over-The-Top) costs will move with industry, audience size, geography, creative quality and season. Use the industry table to find your lane, and the calculators to plan against your own targets.

Typical campaign math

With $ a month on OTT (Over-The-Top), you'd buy roughly…

At the medians above. Change the budget; the figures update. For a finer rate, use the table below or the CPM calculator.

Estimated impressions — at $28.00 average CPM

Compare

OTT (Over-The-Top) against the alternatives

OTT (Over-The-Top) vs Google Display Network CPM $28.00 vs $3.50 +700% Display advertising across Google's network of partner sites OTT (Over-The-Top) vs Streaming Audio CPM $28.00 vs $18.00 +56% Spotify, Pandora, and other audio streaming platforms OTT (Over-The-Top) vs Programmatic Display CPM $28.00 vs $2.75 +918% Automated display ad buying across multiple exchanges OTT (Over-The-Top) vs Pre-Roll Video CPM $28.00 vs $15.00 +87% Video ads that play before online content OTT (Over-The-Top) vs Meta Ads CPM $28.00 vs $7.80 +259% Facebook and Instagram advertising - highly targetable social ads OTT (Over-The-Top) vs TikTok Ads CPM $28.00 vs $9.00 +211% Short-form video advertising on TikTok

By industry

OTT (Over-The-Top) costs by industry

Estimated by scaling OTT (Over-The-Top)'s baseline by each industry's cost multiplier. Sorted by CPM; the row in amber is the cheapest lane.

Retail $16.00

E-commerce $19.20

Real Estate $22.40

Education $26.67

Healthcare $30.93

B2B $34.13

Tech/SaaS $35.20

Finance $39.47

$0 $19.73 $39.47

Est. = platform baseline × (industry metric ÷ cross-industry average). Industry CPA is cross-platform. USD, Q3 2026. Method: estimated.
Industry	Est. CPM	Industry CPA
Retail	$16.00	$44.26	→
E-commerce	$19.20	$48.00	→
Real Estate	$22.40	$102.51	→
Education	$26.67	$77.48	→
Healthcare	$30.93	$67.36	→
B2B	$34.13	$93.69	→
Tech/SaaS	$35.20	$93.69	→
Finance	$39.47	$74.44	→

Under the hood

How OTT (Over-The-Top) actually bills you

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.

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.

Minimum viable spend

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.

Calculators for OTT (Over-The-Top)

Turn the benchmark into a plan

ROASROAS calculator→ CPMCPM calculator→ CPACPA calculator→ BE·RBreak-even ROAS→

Guides on OTT (Over-The-Top)

Common questions

What is the average CPM on OTT (Over-The-Top)?

The current average CPM (cost per 1,000 impressions) on OTT (Over-The-Top) is $28.00, based on the most recent benchmark dataset (updated July 2026). CPM tends to be higher for narrow targeting and premium placements; broader campaigns generally see lower CPMs.

Is OTT (Over-The-Top) more expensive than LinkedIn Ads?

On a CPM basis, OTT (Over-The-Top) is the lower-cost option of the two, with a difference of roughly 22%. Cost shouldn't be the only factor though — audience fit, conversion intent, and creative format matter just as much. Use our side-by-side comparison to weigh the trade-offs.

Who is OTT (Over-The-Top) best for?

OTT (Over-The-Top) is typically a strong fit for: Brand awareness, Premium audiences, Video storytelling. While the platform isn't in the cross-industry top-three for any single vertical, it's a common complement to higher-intent channels and works well when the use case matches the strengths listed above.

How often is OTT (Over-The-Top) benchmark data updated?

Benchmark data on this page is refreshed quarterly. The current dataset was last updated on July 1, 2026. The next scheduled refresh is October 1, 2026.