Ad Community Rates Fubo, Philo, Samsung TV, and YouTube TV in The Myers Report Survey

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Report Reveals Stark Contrasts in Ad Community Perceptions of Streaming Platforms

The 2024 Myers Report Survey evaluates the performance of advertising-supported streaming platforms across seven key metrics, providing a comprehensive view of their value and sales organization effectiveness. This report examines the results for Fubo, Philo, Samsung TV, and YouTube TV, highlighting their unique roles, advertising strategies, and performance relative to the competitive landscape. They were evaluated in comparison to 12 additional streaming video players. The Myers Report analyses on Roku, Amazon Primeand Apple TV are available at www.myersreports.com. The Myers Report analyses on additional media companies are available at www.myersreports.com. The full The Myers Report survey assessed perceptions of 50 media companies across several categories. Subscribers to The Myers Report receive proprietary presentations. Scroll down for methodology and details.

Introduction to Platforms

  1. Fubo:
    • Platform Overview: Fubo is a sports-first live TV streaming platform, offering live sports, news, and entertainment channels. Its audience skews toward sports enthusiasts, making targeted advertising opportunities crucial for its monetization.
    • Role of Advertising: With a highly engaged but niche audience, advertising plays a vital role in Fubo’s revenue, leveraging partnerships with sports brands and advertisers seeking alignment with live sports.
  2. Philo:
    • Platform Overview: Philo focuses on budget-conscious viewers by offering a slimmed-down package of entertainment and lifestyle channels. The platform is unique in excluding sports to keep costs low.
    • Role of Advertising: With a focus on affordability, Philo relies heavily on advertising to subsidize its low subscription costs while maintaining appeal to advertisers targeting lifestyle and entertainment viewers.
  3. Samsung TV:
    • Platform Overview: Samsung TV Plus is a free, ad-supported streaming platform pre-installed on Samsung smart TVs, offering a mix of live TV and on-demand content.
    • Role of Advertising: As a free platform, Samsung TV Plus relies exclusively on advertising for revenue and data, making its ability to deliver value to advertisers critical to its success.
  4. YouTube TV:
    • Platform Overview: YouTube TV is a comprehensive live TV streaming service offering an extensive range of channels, appealing to cord-cutters seeking a traditional TV experience.
    • Role of Advertising: YouTube TV integrates seamlessly with Google’s robust advertising ecosystem, providing advanced targeting and measurement capabilities for advertisers.

Performance Insights

  1. Fubo:
    • Overall Performance:
      • Index: 39
      • Rank: 15th
    • Fubo ranks at the bottom of the competitive set, struggling across all categories.
    • Category Highlights:
      • Cost Efficiency: Index 48, Rank 14th
      • Audience Reach: Index 34, Rank 16th
      • Value Communication: Index 35, Rank 15th
      • Advertising Sales Organization: Index 39, Rank 15th
    • Opportunities: Fubo must address its limited audience reach and improve its advertising value proposition to attract broader advertiser investment.
  2. Philo:
    • Overall Performance:
      • Index: 30
      • Rank: 16th
    • Philo places last in the survey, reflecting significant challenges in competing with larger platforms.
    • Category Highlights:
      • Audience Targeting: Index 30, Rank 16th
      • Brand Safety: Index 19, Rank 16th>
    • Opportunities: Philo should enhance its ad offerings, particularly by improving brand safety measures and audience targeting capabilities.
  3. Samsung TV:
    • Overall Performance:
      • Index: 94
      • Rank: 10th
    • Samsung TV Plus demonstrates solid mid-tier performance, particularly excelling in its ad-supported framework.
    • Category Highlights:
      • Cost Efficiency: Index 94, Rank 11th
      • Brand Safety: Index 90, Rank 9th
      • Value Communication: Index 90, Rank 12th
      • Advertising Sales Organization: Index 108, Rank 7th
    • Strengths: Samsung TV’s free model and robust reach make it attractive for advertisers. Its mid-tier performance across most metrics reflects stability and room for growth.
  4. YouTube TV:
    • Overall Performance:
      • Index: 113
      • Rank: 6th
    • YouTube TV emerges as a strong performer, securing top rankings in several categories.
    • Category Highlights:
      • Audience Reach: Index 138, Rank 1st
      • Audience Targeting: Index 127, Rank 1st
      • Brand Safety: Index 99, Rank 7th
      • Value Communications: Index 108, Rank 6th
      • Advertising Sales Organization: Index 92; Rank 11th
    • Strengths: With the power of Google’s advertising ecosystem, YouTube TV delivers unmatched audience reach and targeting capabilities, making it a leader in ad value.

Comparative Analysis

  • Fubo and Philo: Both platforms face challenges, ranking at the bottom of the survey due to limited audience reach, targeting capabilities, and overall advertising value. While Fubo benefits from its niche sports audience, its narrow focus limits scalability. Philo’s low-cost model sacrifices features that advertisers value, such as brand safety and audience engagement.
  • Samsung TV: Samsung TV Plus strikes a balance between cost efficiency and value communication, standing out in its ad-supported business model but lacking the advanced targeting and scale of leading competitors.
  • YouTube TV: The clear leader among these platforms, YouTube TV leverages its integration with Google’s advanced advertising tools to dominate audience reach and targeting, offering unmatched value to advertisers.

The 2024 Myers Report survey underscores the diverse strengths and weaknesses among these streaming platforms. YouTube TV’s leadership in audience reach and targeting sets it apart as the platform of choice for advertisers seeking scale and precision. Samsung TV’s stable mid-tier performance reflects its appeal as a free, ad-supported service with opportunities for growth. Conversely, Fubo and Philo’s struggles highlight the challenges niche platforms face in competing with larger, more versatile competitors.

To stay competitive, Fubo and Philo must invest in expanding their audience base and enhancing advertiser value. Samsung TV should capitalize on its strengths while improving its targeting and audience engagement. YouTube TV, while dominant, must maintain its leadership by continuing to innovate in advertising capabilities.

This analysis reveals that while the streaming landscape remains competitive, platforms that prioritize advanced targeting, brand safety, and value communication will continue to drive advertiser investment and growth.

Introduction to The Myers Report Survey

The 2024 Survey of Advertiser and Agency Planners, Buyers, and Influencers, conducted by The Myers Report, serves as a vital benchmarking tool for evaluating the perceptions of media companies and their sales organizations. This comprehensive survey provides actionable insights into how leading advertising-supported streaming video platforms are performing in delivering value and meeting the needs of their advertising partners.

Introduction to The Myers Report Survey and Methodology

The 2024 Survey of Advertiser and Agency Planners, Buyers, and Influencers, conducted by The Myers Report, serves as a vital benchmarking tool for evaluating the perceptions of media companies and their sales organizations. This comprehensive survey provides actionable insights into how leading advertising-supported streaming video platforms are performing in delivering value and meeting the needs of their advertising partners. Visit www.MyersReports.com for additional reports and company analyses.

Purpose of the Survey

The Myers Report survey aims to:

  1. Assess Media Company Value: Evaluate how well media organizations align with advertiser and agency priorities, including cost efficiency, audience targeting, brand safety, and overall value.
  2. Benchmark Sales Organization Performance: Highlight how effectively media companies' sales teams deliver client service, communicate value, and support advertisers' needs.
  3. Inform Strategic Decision-Making: Provide advertisers and agencies with data-driven insights to optimize media planning and buying decisions.

Promote Industry Excellence: Highlight high-performing organizations, setting benchmarks for best practices and excellence in the rapidly evolving advertising landscape.

Survey Scope and Methodology

The Myers Report survey represents input from 550 respondents in October 2024, including advertisers, planners, buyers, and influencers, and was conducted in collaboration with the Association of National Advertisers (ANA), the 4A’s, and leading media agencies. The study focuses on 50 media companies including 13 broadcast and cable media companies, 16 advertising-supported streaming video platforms,seven digital/social platforms, four out-of-home media sellers, and five MVPD distributors. evaluating their performance across seven key categories, including cost efficiency, audience reach, brand safety, and client service.

Role of The Myers Report

For over three decades, The Myers Report has been a trusted source of intelligence for the advertising and media industry, delivering in-depth research and insights. This survey is an extension of that legacy, providing advertisers and media professionals with a clear understanding of competitive performance and opportunities for collaboration and growth.

Through its findings, The Myers Report empowers decision-makers with the knowledge to navigate the dynamic media ecosystem and drive greater value in their partnerships with media companies. For more information contact jack@mediavillage.org.

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