Regional OTT Platforms Face Lower Ad CPMs Despite Growing Audiences
· 29h ago · Originally reported by Agency Reporter
Regional over-the-top (OTT) streaming platforms, especially those offering content in local languages, are struggling to secure higher ad rates. Despite increasing viewership, these vernacular platforms often receive undervalued cost-per-thousand impressions (CPMs) compared to larger, mainstream services.
Why it matters
This highlights a challenge in programmatic advertising where audience value is not always reflected in ad pricing, potentially limiting revenue for regional content providers.
Explain it like I’m new here
It's like a popular local radio station getting paid less for ads just because it's not in the main language, even though lots of people listen.
Read the original at Agency Reporter
Terms in this story
OTT (over-the-top)
OTT (over-the-top) means video and audio content delivered over the internet directly to viewers, bypassing cable, satellite or broadcast distribution, and watchable on any device.
CPM (cost per mille)
CPM (cost per mille) is the price an advertiser pays for one thousand ad impressions; "mille" is Latin for thousand.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
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