With over 282.7 million subscribers globally (data for February 2025), 

 is known as one of the most famous streaming services in the world.

The largest subscriber share is in the EMEA market (Europe, Middle East, and Africa). The United States accounts for more than 66.7 million subscribers, and Latin America has about 49.18 million subscribers. Asia Pacific has over 52.6 million subscribers.

Netflix became very popular during the 2020 lockdowns when people stayed at home and had a lot of free time. The possibility of watching all episodes in a few days without waiting a week for the next one became very attractive.

Netflix offers a wide range of content, including original series, movies, documentaries, and licensed shows in various genres, such as drama, comedy, action, horror and others. The most well-known shows, such as Squid Game, The Crown, Black Mirror, and others, attract millions of viewers every day, so for advertisers, this service is another great possibility for working on brand awareness and performance via running 

 subscription tier. It offers a wide range of on-demand video content that viewers can choose and watch anytime.

In Q3 2024, Netflix generated approximately $9.83 billion in revenue, contributing to a total of $28.76 billion for the year.

Netflix is expected to generate around $31 billion in subscription revenue in 2025.

Users spend an average of about 62.1 minutes per day on the platform.

Netflix added approximately 27.78 million subscribers between Q1 and Q4 of 2023, indicating strong recovery and growth following previous challenges related to subscriber losses.

Until November 2022, Netflix did not offer ads. However, everything changed when Netflix introduced its ad-supported tier, initially called “Basic with ads.” This move was part of a broader strategy to counter slowing subscriber growth and increasing competition in the streaming market. So viewers could choose different plans depending on prices and save money.

The company announced that its ad-supported pricing plan was $7 per month, while its main competitors' (like Disney+ and HBO) similar ad-supported tariffs were approximately $10.

In 2025, the streaming service announced a subscription price increase.

Price: Increased from $6.99 to $7.99 per month.

Price: Increased from $15.49 to $17.99 per month.

Price: Increased from $22.99 to $24.99 per month.

The cost of adding an extra user has risen from $8 to $9.

Users can upgrade or downgrade their subscription plan at any time through the account settings.

So, as viewers get more flexible pricing plans, advertisers get one more streaming service to run the ads. As of early 2025, the ad-supported plan has grown to 40 million global monthly active users, up from just 5 million a year prior. Over 40% of new signups in markets with the ad tier are opting for this plan.

The service started to run ads and implemented ad-supported pricing plans, as they didn't want to give in to competitors who offered more flexible rates.

Netflix offers advanced audience targeting based on demographics, viewing habits, and content context. Advertisers can target by age, gender, location, and even specific genres or popular content categories. There are also performance tracking tools, such as Netflix's Ad Manager, which enables tracking key metrics such as impressions, click-through rates, and overall viewer engagement. The streaming service has also partnered with several measurement companies, including Nielsen and DoubleVerify. Netflix plans to launch its in-house advertising technology platform by the end of 2025. This move will enhance advertisers' ability to buy ads, gain insights, and measure campaign impact more effectively.

However, if a company or advertiser does not limit solution that aggregates data from various sources is essential for campaigns to a single streaming service but instead focuses on reaching specific audiences across multiple platforms, to use a solution that aggregates data from different streaming services and interprets diverse reports can provide a clearer, more comprehensive view of campaign performance. Simulmedia’s TV+ platform offers exactly that—delivering a holistic approach that enables advertisers to see the full picture and maximize impact by creating a halo effect across channels.

Advertisers can expect an average of 4 to 5 minutes of ads per hour, with individual ads lasting 15 to 30 seconds. Sometimes, the ad can last longer - 60 seconds. This works for advertisements that show engaging storytelling videos for more detailed or brand-centric campaigns. The ads may vary depending on the specific title being watched. The 

Netflix utilizes both pre-roll (before content), mid-roll (during content), and post-roll (after content) ad placements. These ads cannot be skipped, and they are strategically placed to minimize disruption to the viewing experience. Finding the right balance in ad placement (pre-roll vs. mid-roll) without disrupting the viewing experience remains a challenge.

Netflix is compatible with various devices, including smart TVs, game consoles, streaming media players, smartphones, tablets, and web browsers.

How to advertise on Netflix. Step-by-step guide for advertisers

Go to Netflix’s advertising portal and fill out the contact form to request access. Once approved, log into Netflix Ad Manager, the platform’s self-service interface for campaign setup and management.

Define your campaign goals (e.g., brand awareness, lead generation). Choose a daily or lifetime budget (Netflix uses a CPM model).

Choose between pre-roll, mid-roll, and post-roll ads.

Netflix provides advanced targeting options:

Demographics. Age, gender, household income.

Geographic. Target by country, state, or ZIP code.

Content-Based. Genre, show-specific (e.g., target viewers of Squid Game), devise type.

Tip. Avoid overt sales pitches; align with Netflix’s premium content tone.

Define your main metrics, such as impressions, click-through rates (CTR), view completion rates, engagement, etc., and track them via Netflix Ad Manager. Experiment with different creatives, ad lengths, or CTAs. Refine audience segments based on performance data (e.g., shift budget to high-performing genres).

Advertising Expansion and Ad-Tech Innovation

The company expects ad revenue to double in 2025 as the number of ad-supported sign-ups is growing.

Transitioning to proprietary ad tech (launching in the U.S. in April 2025) will enable programmatic buying, advanced targeting, and improved measurement for advertisers.

Netflix is also testing pause ads and interactive ads. It also secures rights to live events like WWE Monday Night Raw and FIFA Women’s World Cup, aiming to attract real-time viewers and advertisers.

There is also info about cross-platform Integration. Leveraging IP from YouTube/TikTok (e.g., 

) to bridge the gap between short-form and binge-worthy content

Asia-Pacific and EMEA regions are key growth drivers, with APAC expected to reach 70.1 million subscribers by 2029.

Tiered pricing (ad-supported at $7.99 to premium at $24.99) balances affordability and premium experiences, reducing churn despite hikes.

$18 billion content budget in 2025 for franchises like Stranger Things and Squid Game, which drive global engagement and ad partnerships.

Using viewing habits and demographic data to refine ad targeting.

Successfully converting password-sharers to paid users, with 68% of Gen Z opting for ad-supported plans to save costs.

Foreign exchange headwinds, content cost inflation, and saturation in mature markets like North America.

One of the main challenges in measuring the effectiveness of ads on Netflix is the absence of cookies and traditional identifiers for tracking viewer behavior. This makes it difficult for advertisers to gauge the impact of their campaigns accurately.

Advertisers require robust analytics tools like, for example, the Simulmedia TV+ platform to measure engagement and ROI effectively. Netflix is working on enhancing its in-house advertising technology to provide better insights, but this transition takes time.

The streaming service has a limited Ad Inventory. Although viewers can watch content at any time, there is still prime time on Netflix with high-demand slots (5–10 PM). CPMs rise during this time. The same situation could happen during live events (e.g., NFL games, WWE Raw).

While Netflix has started forming partnerships for major shows and events, building long-term brand sponsorships remains a challenge as advertisers seek guaranteed returns on their investments. Brands that want to advertise globally could face that in some countries, there is no ad-supported price plan, only ad-free.

There also exist creative restrictions. Netflix prohibits political, gambling, and alcohol ads.

Netflix's advertising strategy has shown promising growth since its launch, but challenges remain in maximizing monetization, ensuring effective targeting, and maintaining user satisfaction. As the platform continues to innovate and expand its ad offerings, addressing these challenges will be crucial for attracting and retaining advertisers in a competitive landscape.

Netflix leads streaming with 282.7M subscribers, expanding ad options with targeted placements, data-driven insights, and new tech for advertisers in 2025

Netflix Advertising 2025. Guide for Marketers

Viewers today navigate a vast landscape of platforms and content, often spending more time searching for what to watch than actually watching. Multi-screen viewing has also become the norm, with audiences frequently complementing TV with mobile or tablet usage.

 (CTV) continues its upward trajectory, offering on-demand convenience and broad accessibility, while the rise of 

 (Free Ad-Supported Television) channels introduces new advertising opportunities. With major players like 

 embracing ad-supported models, understanding how and what viewers watch has never been more critical. Let’s explore the trends shaping CTV and 

 in 2025 - and how to capture these audiences effectively.

Ad Spend Is Poised to Surge in 2025. Here's Why…

Advertising is about to get a lot more competitive. In 2025, expect a surge in ad investments as economic forces align to fuel a marketing frenzy. The U.S. economy has held its ground with steady growth, and declining interest rates over the past two years give brands the green light to secure financing and expand their customer base - translation: more money chasing your audience.

Mergers and acquisitions will add to the chaos. As companies vie for dominance in reshaped markets, advertising budgets will swell to carve out competitive edges. This isn't just a bump for big players - small businesses, long sidelined by traditional TV's steep costs, are storming the gates. CTV's low entry point means a few hundred dollars can now get them in front of hyper-targeted audiences.

This isn't just opportunity knocking for advertisers - it's a full-on battering ram. If your strategy isn't sharp, someone else's will be.

More about economic trends from Simulmedia CEO Dave Morgan.

Data Drives Marketing’s Future. Content Alone Isn’t Enough

For years, the mantra was “content is king,” but in 2025, the real power lies in combining compelling content that reflects your values and connects with customers through data-driven marketing.

Content captures attention and is still very important, but data tells you who you’ve reached, where to find them again, and how they reacted. It’s not just about guessing what your audience might like - it’s about knowing where they are, how they engage, and whether your campaigns actually drive purchase intent or brand loyalty.

With Connected TV (CTV), data transforms marketing from a rearview mirror exercise into a predictive powerhouse. You’re not just evaluating past performance but shaping what’s next. Audience insights now go beyond demographics, offering actionable intelligence on behaviors, viewing habits, and even purchasing patterns. This fusion of data and content enables advertisers to deliver precision at scale, finding niche audiences more efficiently than ever before.

As distribution grows more fragmented, the true game-changer will be leveraging data to dominate both content and distribution channels.

CTV Ads. Where Scalability Meets Interactivity

Connected TV merges traditional TV’s reach with digital precision. Standard ad formats—15, 30, 60, and 120 seconds—enable seamless transitions for advertisers. Add dynamic interactivity, such as real-time QR codes, and CTV transforms passive viewing into active engagement, creating a revolutionary connection between brands and audiences that linear TV simply can’t match.

AI and Emerging Tech: Redefining CTV Advertising

In 2025, artificial intelligence and advanced technology are revolutionizing connected TV (CTV) advertising, leveling the playing field for businesses of all sizes. AI-powered tools now allow brands to generate premium-quality ads from simple text prompts, static images, or scraped website content. What once required tens of thousands of dollars can now be achieved for a fraction of the cost - 

 - making studio-grade creative accessible to smaller brands.

Beyond creative production, AI-driven analytics give advertisers granular insights into audience behaviors, preferences, and viewing habits. This capability transforms campaigns from a guessing game into precision-targeted efforts that resonate. Crucially, advanced technologies now allow brands to duplicate and integrate audiences across linear TV and CTV, bridging gaps between traditional and digital platforms.

For advertisers, the impact is profound. AI not only streamlines creative processes but also enhances campaign performance by enabling real-time adjustments and personalized targeting. The result? A smarter, faster, and more cost-effective path to engaging the right audience at the right time. In the era of AI, CTV advertising isn’t just evolving - it’s being redefined.

CTV Ads Solutions for Small and Regional Businesses

CTV has shattered the barriers that once made TV advertising inaccessible for small and regional businesses. Traditionally, these advertisers relied on Yellow Pages, local radio, or billboards, lacking the budget for TV's high costs. CTV changes the game by offering precision targeting at a fraction of traditional TV prices - sometimes starting in the hundreds of dollars. Regional businesses can now target audiences at a granular level, such as specific zip codes or even sub-zip codes, making campaigns highly efficient. With platforms like 

, businesses can reach niche markets and measure ROI effectively, regardless of size or location.

Despite the steady decline in linear TV subscriptions—Total Pay TV (including vMVPDs) fell by 6.6% YoY in Q3 2024, as reported by 

 — sports fans still turn to traditional TV for live events. Our LinkedIn poll reflected this trend, with 52% of respondents preferring traditional Pay TV for live sports. Why? Streaming platforms often face latency issues, such as 50-second delays during live sports, creating challenges for real-time interactions like gambling for example.

For advertisers, this highlights the enduring relevance of the 

 approach. Combining the emotional impact of brand campaigns with performance-driven metrics, this strategy blends the mass reach of traditional TV with the precision of digital tools. It allows brands to capture viewers' hearts and wallets - measuring everything from top-of-funnel engagement to post-purchase behaviors. As streaming continues integrating advanced data and privacy-safe tracking, leveraging TV and CTV ensures advertisers can drive resonance and measurable outcomes across all screens. Brandformance isn't just a trend; it's the future.

Trends aren't rules - they're signposts. The actual edge lies in adapting these insights to craft strategies that truly resonate with your business needs and audience. Don't chase trends like a lifeline; interrogate them, test them, and make them work for you. Today's market offers tools for precision, creativity, and scale for businesses of all sizes and locations - embrace them intelligently.

Success isn't about following the crowd; it's about carving your own path with data, experimentation, and a clear vision of your goals. The most brilliant advertisers see the whole picture and create their own playbook. Will you?

Explore 2025's CTV trends: ad spend growth, data-driven marketing, AI innovations, and the Brandformance TV approach shaping the future

The world of endless media options. The top trends that help brands succeed on TV in 2025

Throughout 2024, streaming platforms have experienced fluctuating audience shares, highlighting their relentless battle for market dominance. While the final data to crown the ultimate winner will only be available in January 2025, current trends already reveal the key frontrunners.

 reports for January - October 2024, which represent a view of total TV usage by media company, Disney+, which started the year strong, maintained its lead, ending October 2024 with an 11.7% market share. However, competitors like YouTube and NBCUniversal (Peacock) showed consistent growth, narrowing the gap by 10.6% and 9.2%, respectively. These shifts underline the competitive nature of the industry and the importance of adaptive strategies.

Meanwhile, platforms like Paramount+, Netflix, and FOX (Tubi) showcased resilience by leveraging diverse content strategies. Paramount+ climbed steadily from 8.1% in January to 8.7% in October, while Netflix, despite facing increased competition, managed to stabilize at 8.4% by capitalizing on its strong original programming. FOX (Tubi) also grew from 7.6% in April to 8.4% in October, leveraging its free ad-supported model to attract budget-conscious viewers.

Other notable platforms like Amazon Prime Video and Warner Bros. Discovery (Max) maintained steady positions. Amazon achieved 3.6% in October, up slightly from 3.2% in January. Meanwhile, Warner Bros. Discovery (Max) showed a solid 6.7% in October, showcasing the power of a well-curated blockbuster franchise and exclusive content library.

Streaming platforms’ audience share for January 2024

Streaming platforms’ audience share for October 2024

Here are the top 10 streaming services that emerged as winners in 2024, based on audience share data from Nielsen Gauge reports covering the first 10 months of the year.

In December 2024, Disney+ Subscription Plans start from $9.99. 

 consistently led the pack, bolstered by its unrivaled catalog of Disney, Marvel, Pixar, and Star Wars franchises. By investing in exclusive originals and international content, the platform catered to global audiences, solidifying its 11.7% market share by October. Its adaptability to audience demands and focus on family-friendly programming made it a formidable player throughout the year.

 across its Music and Premium services. Data from 

s 10.6% share highlights its unparalleled versatility. From user-generated content to live TV through YouTube Premium, the platform balanced short-form and long-form content expertly. By capitalizing on trends like Shorts and fostering creator partnerships, YouTube remained a go-to for younger and diverse audiences. YouTube consistently held its second position throughout the year, starting at 9.6% in January and steadily climbing.

3. NBCUniversal (Peacock). A Hybrid Model for Growth

 ability to combine live sports, a vast library of NBC hits, and hybrid ad-supported and subscription models helped it grow from 8.8% in May to 9.2% in October. Its partnerships and aggressive licensing deals have positioned it as a strong contender in the competitive streaming landscape.

 demonstrated consistent growth throughout 2024, starting at 8.1% in January and reaching 8.7% by October. By leveraging popular franchises like Star Trek and Yellowstone alongside live sports coverage, Paramount+ catered to both niche and mainstream audiences. Its inclusion of live news and sports created a well-rounded offering that resonated with viewers.

, despite increased competition, managed to stabilize its audience share at 8.4% by October. The platform’s investments in international originals, such as Korean dramas and Spanish-language series, along with its focus on blockbuster films, ensured continued relevance. Starting the year at 8.6%, Netflix faced challenges but remained a household favorite.

Tubi offers a straightforward model with no subscription fees. 

 growth from 7.6% in April to 8.4% in October highlights the appeal of free ad-supported streaming. By offering a mix of classic TV shows, movies, and niche content, Tubi attracted budget-conscious viewers looking for diverse entertainment options without subscription fees.

Warner Bros. Discovery (Max). The Franchise Powerhouse

Warner Bros. Discovery (Max) Subscription Plans

Max leveraged its robust library of iconic franchises, including DC Comics, Harry Potter, and Game of Thrones, to maintain a strong position in the market. With a steady 6.7% share in October, Max showcased the enduring appeal of premium content bundled with live sports and news.

 held a stable position, growing from 3.2% in January to 3.6% in October. Its strategy of bundling streaming with Amazon Prime memberships and exclusive shows like 

Scripps Networks, focusing on niche channels like HGTV and Food Network, maintained a consistent presence in the market, holding a 2% share by October. Its specialization in lifestyle content appealed to a dedicated audience base.

10. The Roku Channel. The Platform Innovator

No Subscription Fee (Additional subscriptions available for premium channels starting at around $4.99/month)

 leveraged its platform advantage to attract 1.8% of the market by October. Offering a mix of free ad-supported content and premium subscriptions, Roku appealed to viewers looking for convenience and variety.

Discover 2024’s streaming trends! From Disney+ to Peacock, see how platforms vie for dominance and adapt to shifting audience shares.

Top 10 Streaming Services in 2024

There are no surprises. Streaming continues to take the lead, and the backlog of other channels is getting bigger. Let’s look closer at the CTV trends and find out how and what audiences watched on TV in 2024.

 report, in September 2024, streaming continued to lead the charge, holding a 41% share of total TV usage as viewers gravitate towards platforms like 

, and Disney+. This shift reflects a steady decline in traditional Cable, which now makes up 26.1% of total viewing time. In comparison, Broadcast accounts for 22.6%, buoyed by seasonal peaks in NFL viewership and political events. The "Other" category rounds out the mix, including gaming consoles and other digital platforms.

These shifts significantly transform CTV viewership trends as streaming captures a larger slice of the pie each year. However, linear TV remains vital, particularly for ad-supported viewing, which continues to deliver significant reach and engagement. For advertisers, the challenge is finding the right balance between these platforms to meet viewers where they are while leveraging each platform's unique strengths. So 

 TV approach is still a winning strategy.

The pandemic set unprecedented highs for daily hours of viewing (HOV) on CTV, and surprisingly, those levels are back. 

 reveals that daily HOV has steadily increased over the past year, rising 5% from Q3 2023 to Q3 2024, reaching levels comparable to the pandemic's peak. This resurgence indicates a persistent demand for streaming content beyond the lockdown lifestyle. Events like the Paris Olympics or Presidential debates brought people back to the screens.

 More time spent in front of the screen means more time for ad placement and content interaction. With daily viewership at these heights, brands can leverage extended exposure, especially during prime viewing hours. And for sure, to advertise on the 

 reports reveal detailed shifts in platform-specific viewing. As of September 2024, 

 exhibited the highest monthly growth among streaming platforms, with viewership up by 12%, driven by NFL Thursday Night Football and popular original series like 

 Amazon's share of total TV usage reached 3.6%, matching its platform-best share from the previous year.

YouTube continues to lead with a significant 10.6% share of total TV usage, maintaining its position as the top streaming platform. Meanwhile, Disney+ saw a 5.2% bump in September, reaching a platform-best 2.5% share of TV, boosted by making 

 content available to package subscribers and the popularity of the show 

 emerged as September's top-performing streaming title with 5.5 billion viewing minutes.

 Platform-specific data helps advertisers understand where audiences are most active, guiding platform investment and campaign placement. To monitor these shifts - this is what brands should do to ensure that their ad spending aligns with platforms with high viewership and content that resonates with their target audiences.

At the same time, YouTube has almost the same numbers based on data from application services.

For example, in July 2024, according to Nielsen’s platform data, YouTube gained 10.4%, and Simulmedia’s statistics showed that the shares of viewings by application services data were 9/1%.

Rising session lengths: stickier viewership

Longer sessions have become a hallmark of CTV viewership in 2024. Although session lengths dipped post-pandemic, they are now up nearly 7% compared to last year, Wurl's report said. This shift highlights a growing trend of viewers settling into content for extended periods, suggesting a deepening attachment to CTV platforms. Extended session lengths reflect a shift in user behavior and indicate a stickier viewership, which means audiences are less likely to switch channels or platforms mid-session.

 Content quality and relevance are undoubtedly factors here. As platforms like Disney+, Netflix, and Amazon Prime expand their libraries, audiences have more reasons to stay glued to the screen. Additionally, content that aligns with user interests—whether themed around popular genres like reality TV or curated into binge-worthy stacks—keeps viewers engaged for longer.

 Longer session lengths mean more touchpoints with audiences, increasing the likelihood of ad viewership. Brands should consider ad sequencing strategies to build narratives across sessions and leverage binge-able content for multi-ad exposures.

Ad-supported models grow as viewers shift to FAST channels

 (FAST) channels has fundamentally altered the CTV landscape. Driven by economic pressures and shifting preferences, more viewers are embracing ad-supported content on platforms like 

, and The Roku Channel. According to Wurl, ad load on FAST services peaked in mid-2023 at 9.4 minutes per hour, settling at 9.1 minutes by mid-2024, significantly lighter than traditional TV, which averages 15–18 minutes of ads per hour.

 For many viewers, FAST channels offer a low-cost way to access a wide range of content without subscription fees. This model works with a budget-conscious audience, which includes younger viewers and those exploring new genres. As a result, FAST channels are increasing ad viewership and expanding CTV's reach to previously untapped demographics.

The reduced ad load on FAST channels is a double-edged sword for brands. While fewer ads create a better user experience, they also mean fewer ad slots and increased competition for premium placements. To maximize impact, advertisers should create high-quality, engaging ads that capture attention in shorter ad breaks.

 analysis for 2024 shows that Reality TV content is more frequently scheduled on FAST channels than any other, outperforming dramas, documentaries, and comedies. This trend reflects a shift in programming preferences on ad-supported platforms, where relatable, low-cost productions resonate with broad audiences.

 Genre selection is pivotal in ad placement strategy. Understanding the prevalent genres on CTV can improve targeting and engagement for brands that capture a specific mood or demographic. For example, lifestyle, fitness, or retail advertisers may find high returns in placing ads alongside popular reality TV programs, where audiences are more receptive to relatable and aspirational content.

As streaming captures a larger share of ad-supported viewership. In August 2024, Madison and Wall data indicated that streaming ads now account for a 10.3% share of total viewing time, a marked increase from 4.4% in August 2021.

 Ad-free SVOD services like Netflix may still dominate viewership, but the growth in ad-supported tiers and platforms is changing the balance. Disney+ reported a 5.2% rise in viewership by adding Hulu content to its platform for bundled subscribers, leading to increased ad engagement. Hulu commands a significant share of streaming ad time, holding 22% of streaming ad inventory.

For advertisers, this means that while traditional TV remains valuable for its broad reach and most ad-supported viewing is still linear, streaming offers increasingly efficient ad opportunities with more targeted engagement. Brands aiming for maximum impact should consider cross-platform strategies, balancing broad reach on traditional TV with precision targeting on streaming services.

Content discoverability has become critical as the number of CTV channels and FAST services expands. Despite the vast content library, keeping audiences engaged and preventing churn remains a consistent challenge. Wurl's report emphasizes that practical content discovery tools and themed content streams can help retain users and minimize churn.

For advertisers, content discoverability means that ad placement can become more strategic. Ads placed alongside well-curated, personalized content have a greater chance of resonating with viewers, leading to higher engagement and better brand recall.

The trends shaping CTV in 2024 highlight an industry that is not only maturing but also evolving in response to dynamic viewer preferences and rapid technological progress. Today's audiences spend more time on screens but with a more engaged, selective approach, increasingly open to ads that blend seamlessly with their viewing experience. The ability to gather data, build strategies around it, and pivot in real-time is no longer just advantageous—it's a must-have. As CTV continues to grow, those who can leverage data-driven insights and adapt quickly will be best positioned to capture the attention and loyalty of these discerning viewers.

Explore 2024 CTV trends: streaming dominates TV usage, ad-supported models grow, reality TV thrives, and cross-platform ad strategies evolve

Back to Reality. Key 2024 CTV Viewership Trends and Insights

, a patient-centric approach, AI-powered data-driven decision solutions, and 

 transform how healthcare brands connect with patients.

Pharma marketing is shifting toward a personalized, data-driven approach. HIPAA-compliant targeting allows marketers to use anonymized data responsibly, delivering tailored content without compromising patient privacy. Meanwhile, downstream outcome measurement tracks how campaigns impact patient behavior and health outcomes, clarifying ROI (

). Real-world data (RWD) from health records and insurance claims further refine targeting, providing deep insights into patient journeys. These trends underscore an industry focused on meaningful patient connections within strict regulatory frameworks.

To keep up with these trends, sophisticated healthcare marketing software tools that enable precision, compliance, and personalization are the most important components of a successful strategy. The right software integrates AI, data insights, and cross-channel capabilities so marketers can navigate the ad landscape quickly and effectively.

Linear TV's staying power in pharma marketing

While CTV is growing in popularity — according to a Leichtman Research Group report, 87% of US TV households have at least one CTV device, at the same time, according to 

, linear still captures 43% of pharma's ad spend and remains pharma's bread and butter. Why? Linear TV offers a scale and reach that no other medium can match, especially for an industry driven by broad awareness and extensive audience reach requirements. According to the 

, In 2022, pharma companies invested $5.5 billion in linear TV product ads. A significant portion of this was tied to major cultural events, such as the Beijing Winter Olympics, where $165 million was spent on pharmaceutical ads alone.

For decades, traditional or linear TV has allowed life sciences companies to meet the industry recommendation of reaching at least 10% of their targetable population. The approach has worked well enough—casting a wide net ensured high visibility for brands in a way digital channels couldn't match at scale. However, as younger audiences move to digital, the dominance of linear TV is finally starting to wane. Even so, it still commands the lion's share of pharma budgets and delivers high reach, especially among older demographics who watch more linear TV than streaming.

The next logical step? It's time to apply the precision of data-driven 

 targeting to linear TV. The capabilities that have redefined digital and connected TV advertising—hyper-focused segmentation, AI-powered insights, and real-time measurement—are precisely what linear TV needs to maximize its potential for pharmaceutical advertisers.

The shift: applying data precision to linear TV

The days of running linear campaigns based solely on surveys and last year’s statistics are over. Today, advertisers operate with data-informed precision, tailoring strategies based on real-time insights rather than outdated assumptions. However, there are still important distinctions between targeting on streaming platforms and traditional linear TV.

In CTV, targeting is as precise as spearfishing—highly focused, efficiently reaching exactly the intended type of viewer. Data-driven linear, in contrast, leverages digital targeting data to strategically position ads where they’re most likely to reach relevant audiences at scale. It’s like casting a well-informed net in the best waters, capturing many desired audiences while bringing in a broader mix.

This evolution could mean capturing more relevant audiences on linear TV, minimizing waste, and driving more measurable outcomes.

How can DSP be applied in pharmaceutical advertising

 (DSP) is a software advertisers use to purchase digital ad space across multiple networks and platforms in an automated way. Here’s how DSPs can be explicitly applied in the context of pharma advertising:

 The Health Insurance Portability and Accountability Act (HIPAA) safeguards sensitive patient health information. It ensures patient data is used securely and privacy-protected while delivering relevant ads to the right audiences. DSP enables pharma brands to target specific patient demographics in a privacy-compliant way, ensuring that data used for audience targeting meets HIPAA and other regulatory standards as DPPs work mostly with anonymized data sources.

Audience segmentation for health conditions.

 DSPs allow advanced audience segmentation based on anonymized data about specific health conditions or behaviors. By partnering with healthcare data providers (like Crossix or DeepIntent, for example), DSPs can target audiences likely to be interested in a particular treatment or health condition, which is especially useful for reaching niche patient groups on CTV.

Frequency management and avoiding ad fatigue.

 DSPs help pharma marketers control ad frequency across multiple TV platforms, ensuring viewers aren’t overexposed to a particular ad. This is crucial for maintaining engagement without causing viewer fatigue.

 DSPs enable sequential messaging, where ads are served in a specific order to guide viewers through a story or campaign journey. For pharma, this could mean starting with awareness messages about a condition, followed by ads about treatment options. This strategy helps build brand familiarity and provides viewers with relevant information in stages.

 DSPs can track KPIs unique to pharmaceutical brands, such as script or brand lift. They offer analytics on how effective the TV ad was in prompting actions like prescription fills and doctor visits, allowing pharmaceutical advertisers to measure the real-world impact of their campaigns and refine future strategies based on these insights.

Pharma audience data provider. How to choose?

Pharma audience data providers, or Data Management Platforms (DMPs), collect and analyze anonymized health data to help pharmaceutical advertisers reach specific patient and healthcare provider (HCP) segments with precision and privacy compliance. These providers aggregate data from sources like medical claims, electronic health records, and pharmacy transactions to create targetable segments based on conditions, treatment behaviors, and healthcare journeys. By offering insights into patient needs and HCP prescribing behaviors, they enable advertisers to craft relevant, impactful campaigns that meet strict privacy regulations like HIPAA. Integrated with DSPs and media platforms, these audience segments are used across channels, ensuring a seamless cross-channel approach. Marketers can select the tools and capabilities that best suit their campaign goals.

DeepIntent is a healthcare advertising platform that enables marketers to plan, activate, measure, and optimize campaigns targeting healthcare professionals (HCPs) and direct-to-consumer (DTC) audiences.

Access to clinically precise audience segments based on comprehensive healthcare datasets.

Integration with connected TV (CTV) viewership data to enhance targeting.

Ability to reach over 75% of addressable CTV households with curated inventory from major programmers.

Provides daily reporting on HCP audience performance, allowing for real-time adjustments.

Veeva Crossix specializes in targeted TV advertising for health brands, combining traditional and digital targeting precision.

Engage health audiences through cable and satellite with data-driven linear TV buys.

Reduce media waste by activating campaigns with smaller budgets while still reaching relevant audiences.

Utilize audience segments that are compliant with industry regulations.

Effectv, part of Comcast Advertising, offers a suite of data-driven advertising solutions tailored for the healthcare sector.

Leverages first-party Comcast data combined with trusted third-party data to segment audiences effectively.

Provides multiscreen delivery options across linear TV, streaming, and video on demand.

Offers detailed reporting metrics to assess campaign performance and ROI.

Choozle provides digital advertising solutions specifically designed for the healthcare industry, focusing on data-driven strategies.

Allows advertisers to create custom audience segments based on health-related criteria.

Manages customer data while ensuring compliance with regulations like HIPAA.

Optimizes targeting for patient and consumer groups using comprehensive datasets.

Pharma-specific measurement providers. What value do they bring?

Pharma-specific measurement providers deliver essential insights that go beyond standard ad metrics, focusing on outcomes critical to healthcare. These providers assess the direct impact of campaigns on prescription lift, patient engagement, and healthcare provider (HCP) awareness, offering pharma brands a clear view of how effectively their messaging drives treatment adoption and education. These platforms provide a long-term perspective on campaign success by tracking downstream outcomes like follow-up visits and treatment adherence. Integrated with real-world data (RWD) from sources such as electronic health records and insurance claims, they connect ad exposure to actual health outcomes, creating a comprehensive picture of effectiveness. Additionally, pharma-specific measurement providers operate within HIPAA and privacy standards, ensuring that all data handling complies with regulatory requirements.

Examples of pharma-specific measurement providers

They offer insights into market access, patient outcomes, and promotional effectiveness, helping pharma companies optimize their marketing strategies.

Their solutions include measuring TV ad effectiveness and understanding audience engagement, which is crucial for compliance and optimizing marketing spend.

Their products include customer relationship management (CRM) solutions that help pharma companies track interactions with healthcare providers and measure the impact of marketing efforts.

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