Typical ad loads
Streaming runs lighter than broadcast because viewers have alternatives one click away and because targeted ads earn more each.
- Broadcast and cable television: roughly 12 to 18 minutes per hour
- Free ad-supported streaming: roughly 6 to 10 minutes per hour
- Paid ad-supported subscription tiers: roughly 3 to 5 minutes per hour
Ad load and revenue
Ad revenue is watch hours multiplied by ads per hour, fill rate and CPM, divided by 1,000. Doubling ad load doubles impressions per hour on paper. In practice it also reduces hours watched and increases the number of viewers who leave, so revenue rises by less than double and can fall.
Tuning ad load
- Start low and raise in steps, watching hours per viewer and return visits
- Vary by content: fewer ads in short videos, standard breaks in long-form
- Vary by viewer: lighter for new viewers in their first sessions
- Cap how often one viewer sees the same ad
- Count only filled slots: an hour with eight slots and 50% fill has an effective load of four ads
- Offer an ad-free tier for those who would rather pay
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