How streaming apps are tailoring their advertising strategies to meet core demographics

Streaming programs are a dynamic set. Companies are continuously refining strategies to stay competitive and new data from Sensor Tower reveals the user demographic trends among major competitors in the space.

As the streaming landscape evolves, Disney+ and others are adjusting digital advertising strategies. Disney+, for example, is targeting mature, high-spending users by increasing ad spend on platforms favored by this demographic. On the other hand, Pluto TV pays attention to younger users, significantly accelerating investments in platforms popular among young people. We will take a closer look below.

Disney+ targets older audiences

Disney+ has effectively adapted its advertising strategy to attract a more mature audience. Initially focused on family-friendly content, Disney+ has strategically shifted its approach by increasing ad spend on platforms such as Facebook, Instagram and websites frequently visited by older demographics.

This change, combined with an expanded content selection with more mature themes, strengthened the appeal of Disney+ and contributed to the growth of users aged 45 and over.

Disney+ ad spend overview

Source: Sensor Tower

The key lesson here for other streaming platforms is clear: understanding your audience and directing advertising efforts accordingly can significantly impact user demographics and overall growth. The strategic adaptation becomes especially critical during times of high inflation, as it prioritizes reaching customers with greater disposable income.

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Growth of older streaming users among select streaming apps

Source: Sensor Tower

Pluto TV channels younger users

Pluto TV has increased its advertising budget on platforms that resonate with younger audiences, such as Hulu and TikTok. The company is also intensifying its efforts to compete with platforms such as Netflix and Disney+. These platforms now offer more affordable, ad-supported subscription options.

Pluto TV ad spend by channel

Source: Sensor Tower

Of particular note is Pluto TV’s increased investment in TikTok, which ranks among the top five programs where US Netflix users spend significant time. This indicates a keen understanding of cross-app usage patterns and could be a good lesson for app publishers and streaming rivals alike: delving into cross-app usage data and adjusting strategies accordingly can be a game changer in the highly competitive streaming industry.

key items

  • Disney+ boosts appeal with mature themes, reaching users over 45, proving that tailored ads impact demographics and growth.
  • Pluto TV is investing in TikTok and Hulu to compete with Netflix and Disney+, adapting to younger audiences
  • The future of Streaming depends on understanding audiences and strategic adjustments, crucial in a competitive, ever-changing landscape.

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