Last updated July 1, 2026 high pricing Brand awareness Premium audiences Video storytelling

OTT (Over-The-Top) Benchmarks 2026

Connected TV and streaming platforms (Hulu, Roku, etc.)

Avg. CPM
$28.00
Cost per 1,000 impressions
How to read this page: These benchmarks are weighted averages from multiple data sources (see /benchmarks for the full data dictionary). Your actual OTT (Over-The-Top) costs will vary by industry, audience size, geography, ad quality score, and seasonality. Use the table below to find figures specific to your industry, and the calculators near the bottom to plan against your own targets.

OTT (Over-The-Top) Benchmarks by Industry

Per-industry estimates derived by scaling OTT (Over-The-Top)'s baseline costs by each industry's multiplier relative to the cross-industry average. Click any industry to see the full side-by-side comparison.

Industry Est. CPM Industry CPA Top 3?
E-commerce $19.20 $48.00 — Details
B2B $34.13 $93.69 — Details
Education $26.67 $77.48 — Details
Finance $39.47 $74.44 — Details
Healthcare $30.93 $67.36 — Details
Retail $16.00 $44.26 — Details
Tech/SaaS $35.20 $93.69 — Details
Real Estate $22.40 $102.51 — Details

Estimates derived from baseline platform cost × (industry metric ÷ cross-industry average). For exact figures from your account, run a search query report or campaign benchmark export.

Compare OTT (Over-The-Top) with Other Platforms

Side-by-side cost and use-case breakdowns against the most common alternatives.

OTT (Over-The-Top) vs Google Display Network

CPM: $28.00 vs $3.50

Display advertising across Google's network of partner sites

Full comparison

OTT (Over-The-Top) vs Streaming Audio

CPM: $28.00 vs $18.00

Spotify, Pandora, and other audio streaming platforms

Full comparison

OTT (Over-The-Top) vs Programmatic Display

CPM: $28.00 vs $2.75

Automated display ad buying across multiple exchanges

Full comparison

OTT (Over-The-Top) vs Pre-Roll Video

CPM: $28.00 vs $15.00

Video ads that play before online content

Full comparison

OTT (Over-The-Top) vs Meta Ads

CPM: $28.00 vs $7.80

Facebook and Instagram advertising - highly targetable social ads

Full comparison

OTT (Over-The-Top) vs TikTok Ads

CPM: $28.00 vs $9.00

Short-form video advertising on TikTok

Full comparison
View all platform comparisons

Calculators for OTT (Over-The-Top)

Free, no-signup tools to model your OTT (Over-The-Top) campaigns.

ROAS Calculator

Return on Ad Spend across any platform.

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CPM Calculator

Cost per 1,000 impressions.

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CPA Calculator

Cost per acquisition / conversion.

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CTR Calculator

Click-through rate from impressions & clicks.

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Conversion Rate Calculator

Conversion rate from visitors & conversions.

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Break-Even ROAS

Minimum ROAS to break even by margin.

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Related Articles on OTT (Over-The-Top)

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Frequently Asked Questions

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.

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.

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.

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.

Explore More

View all 11 platforms

Full benchmarks data & comparison charts.

Industry breakdowns

Browse benchmark data sliced by industry.

Free calculators

ROAS, CPM, CPA, CTR, and more.