Top Streaming Services on Political Advertisers’ Wishlists for Campaigns & Elections

CTV political ad spending has been on the rise since the 2024 election, and media buyers predict that this trend will continue. However, some major streaming platforms such as Netflix, Disney+, and Apple TV have chosen not to run political ads, according to ad-buying firm Medium Buying. Despite this, there are efforts underway to persuade these platforms to reconsider their policies.

Netflix, being the most popular streaming platform globally, is a top choice for many media buyers who are eager to tap into its audience of around 13 million users on the ad-supported plan. However, Netflix continues to reject political advertising, much to the disappointment of buyers. The industry has criticized this decision, with the AAPC expressing disapproval in 2022. For Ari Wolfe from The Trade Desk, having the opportunity to advertise on Netflix would be a significant achievement for political media buyers.

Prime Video, with its 115 million U.S. users, presents a lucrative market for political advertisers. Although the platform traditionally prohibits political ads during election years, media buyers are keen to see a change, especially with popular content like Thursday night football. One anonymous ad buyer emphasized the importance of tech companies prioritizing free speech and sees potential in Amazon’s Prime Video for political ad placements.

Disney+, with over 100 million active monthly users, doesn’t accept political or alcohol-related ad content, maintaining a family-friendly image. Despite the launch of an ad-supported version in 2022, Disney+ remains off-limits for political ads. Media buyers are eager to explore advertising opportunities on this expansive platform, but doubts remain about its willingness to allow political ads soon, given its association with the Disney brand’s wholesome image.

In conclusion, while some major streaming services are holding out on political advertising, media buyers are actively seeking opportunities to expand their reach and connect with new audiences on these platforms. The landscape of political advertising on streaming services is evolving, and lobbying efforts to influence their ad policies continue to shape the industry.