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Analysis: For Marketers, Premium Video Outperforms YouTube

prnewswire.com
DIS Mentioned as a premium video platform that shows stronger results than YouTube for marketers, but no specific performance data is provided for Disney+ itself. NFLX Mentioned as a premium video platform that shows stronger results than YouTube for marketers, but no specific performance data is provided for Netflix itself. WBD Mentioned as a premium video platform that shows stronger results than YouTube for marketers, but no specific performance data is provided for HBO Max itself. AMZN Mentioned as a premium video platform that shows stronger results than YouTube for marketers, but no specific performance data is provided for Prime Video itself. GOOGL The article suggests that premium video platforms generally outperform YouTube in terms of marketer efficiency, co-viewing, attention, and engagement.

Audience Data Across Disney+, Netflix, HBO Max, Paramount+, Prime Video and 16 Other Premium Platforms Analyzed and Compared with YouTube; Report Released by VAB & TVision

—Co-Viewing, Eyes on Screen and Viewing Duration Among CTV Metrics Evaluated—

NEW YORK, Feb. 24, 2026 /PRNewswire/ -- What works harder for marketers on CTV: Premium Video or YouTube? To investigate, the Video Advertising Bureau (VAB) commissioned TVision to provide custom research data—collected from July 2024 to June 2025—examining how audiences consume CTV content on Premium Video Platforms versus on YouTube. The research addresses key audience and behavioral questions including co-viewing, attention and viewing session length. Premium Video consistently delivers stronger results, as detailed in the report.

"The data shows that Premium Video Platforms on CTV are much more likely to generate higher levels of co-viewing, enabling advertisers to get greater efficiency out of every CTV impression they buy," said Benjamin Vandegrift, SVP, Measurement Strategy & Innovation, VAB. "While attention on YouTube tends to underperform, Premium Video Platforms deliver elevated attention across session durations, which unlocks deeper engagement and greater brand storytelling opportunities for marketers."

Among the findings outlined and elaborated upon in the report:

"Attention and co-viewing are important factors in understanding the quality, impact and total reach of ad impressions. To maximize campaign performance, it is necessary for marketers to understand attentive engagement levels," explains Yan Liu, CEO, TVision. "The analysis presented in The Impression Gap delivers substantive clarity and context on the true value of streaming ad impressions."

The report defines and presents data points representing five key metrics—co-viewing percentage and session length along with the "presence to active," "attention to presence" and "attention to duration" indexes—which quantify the differences in audience behavior on Premium Video versus YouTube.

Read the full report—which includes in-depth data, charts and analysis— here.

Note:

In this analysis, references to YouTube do not include YouTube TV.

ABOUT VAB

The Video Advertising Bureau (VAB)—whose members include premium multiscreen TV providers and distributors, alongside a broader community of influential media companies—plays a dual role in the video advertising industry. VAB is fiercely advocating for the changes that bring about a more innovative and transparent marketplace. VAB also provides the insights and thought leadership that enable marketers to develop business-driving marketing strategies. Visit VAB online and access its continuously growing content library at thevab.com.

[email protected]

SOURCE VAB