Holiday season marketing on streaming TV: a year-round opportunity

In a landscape where holiday seasons start earlier and stretch further, streaming TV has emerged as a pivotal platform for retailers and marketers aiming to maximize their reach and impact.

As traditional holiday timelines shift — spurred by events like Amazon Prime Day moving into October and early-bird shopping trends — streaming TV’s role in capturing consumer attention has become more crucial than ever.

This early consumer engagement isn’t just a blip; it’s a reshaping of purchasing habits that savvy marketers can harness to drive year-long success.

Viewers engaged with holiday content are often already in a receptive ‘holiday mode,’ making them prime targets for conversion.

The right advertising strategy can effectively tap into this mindset, characterized by openness to spending on gifts and experiences.

Viewership trends of holiday channels on streaming TV

A surprising trend in streaming TV viewership reveals that holiday channels maintain strong viewership throughout the year, not just during the holiday season.

According to our 2024 CTV Trends Report, viewership spikes fourfold in December, as you’d expect — setting this month as the baseline for normalized viewing figures. However, holiday cheer extends beyond December.

For instance, May ranks as the fourth-highest month for viewing holiday content, indicating a consistent interest in festive programming.

This prolonged engagement suggests that a significant portion of the audience —25% —continues to indulge in holiday content well into the summer months, with only October showing the least interest.

Why extended holiday viewing matters

Understanding this year-round interest in holiday channels can be strategic for content publishers and advertisers. According to the National Retail Federation, 59% of holiday shoppers start their shopping before November, so leveraging holiday-themed content throughout the year can enhance brand building and consumer engagement.

This sustained interest presents an invaluable opportunity for brands to engage with audiences in a context that feels continuously relevant, rather than confined to traditional peaks.

Adapting to new consumer behaviors

This shift in viewer behavior is particularly critical as the competition for streaming TV inventory becomes more intense, not just due to increased holiday demand but also due to other significant events like presidential elections. In response, brands are adapting by extending their marketing timelines, thereby capitalizing on streaming TV’s broad reach.

The adoption of second-screen strategies is becoming more prevalent, enhancing viewer engagement through more personalized and interactive advertising experiences, such as the use of QR codes for instant access to product information.

Additionally, retailers are increasingly implementing cross-device campaigns to nurture leads across multiple touchpoints. This ensures that advertisements not only capture attention but also drive conversions, accommodating even the needs of last-minute shoppers with convenient, quick-purchase options.

Wurl’s BrandDiscovery: Enhancing ad relevance

To facilitate a less disruptive ad experience, Wurl’s BrandDiscovery offers real-time content classification. This tool enhances ad performance by ensuring that commercials are contextually aligned with the content displayed immediately before a break. This not only improves viewer experience but also boosts ad effectiveness by emotional resonance.

Strategic implications for advertisers

• Building Brand Awareness: Recognizing that a significant segment of streaming TV audiences engages with holiday content throughout the year provides a unique opportunity for advertisers to build sustained brand awareness. By consistently presenting brand messages aligned with these ‘holiday motivated’ viewers, advertisers can maintain a presence in the minds of these viewers well before the peak holiday season.
• Converting Awareness into Holiday Sales: As the holiday season approaches, advertisers can leverage the heightened brand awareness cultivated over the year. This strategy not only capitalizes on the initial investment in brand building but also enhances the efficiency of direct conversion efforts during the critical holiday shopping period.
• Maximizing Content Resonance and Impact: The extended viewing sessions on streaming TVs suggest a deep engagement with content that resonates with viewers, indicating that holiday-themed advertising strategies could be exceptionally impactful. By placing ads into the contexts that suit them, you can reach consumers where they are at — making them feel seen and understood.

Conclusion: A year-round opportunity

The consistent interest in holiday content on streaming TVs throughout the year presents a unique opportunity for both publishers and advertisers to rethink their traditional seasonal strategies. By embracing the extended holiday viewing trend, they can develop more sustained and impactful marketing campaigns that resonate with viewers’ year-round festive spirit.

Discover how Wurl can assist in harnessing the power of contextual advertising on streaming TVs to enhance your advertising strategies and viewer engagement. Talk to us today about leveraging these insights for your next campaign.