Comscore's latest report indicates that broadcast television retains a 43.2% share of ad-exposure time, while streaming ad exposure has grown 39% year-over-year. YouTube currently leads the streaming sector with a 44.4% share of ad-exposure time, followed by Tubi and Hulu.
The resilience of broadcast ad exposure share suggests that mass-reach linear inventory remains the primary vehicle for advertisers, even as viewership migrates. However, the 39% growth in streaming exposure indicates a rapid closing of the monetization gap, with YouTube emerging as the clear beneficiary of this shift. For the broader ecosystem, the data highlights a fragmented market where platform ownership, such as Fox Corp's lead, is becoming as critical as content distribution. As traditional shares continue to erode, the industry must track whether Tubi and Hulu can consolidate the remaining streaming share to challenge YouTube's current 44.4% dominance.
This analysis is based on the inaugural Score Report which provides new metrics for tracking cross-platform ad performance.
Broadcast television remains the dominant force in advertising with a 43.2% share of exposure time, despite a 7% year-over-year decline. Simultaneously, streaming has surged by 39%, now capturing 22.3% of the market. This shift highlights a rapidly evolving landscape where YouTube leads streaming while traditional linear inventory remains essential for advertisers.
Broadcast television currently holds a 43.2% share of ad exposure time, according to the inaugural Comscore Score Report.
The streaming sector experienced a 39% surge in ad-exposure time, now accounting for 22.3% of the total market.
YouTube dominates the streaming landscape with a 44.4% share of ad-exposure time, followed by Tubi at 11.6% and Hulu at 8.5%.
NBCUniversal-Versant led all content distributors in August with a 17.5% share, followed by Disney-ABC at 15.9%.
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