The Christmas and New Year’s holidays aren’t just a season of joy, celebration, and togetherness; they are also a goldmine for brands leveraging Over-the-Top (OTT) platforms to reach highly engaged audiences.
For advertisers and marketers, understanding the seasonal surge in OTT viewership and capitalizing on this trend can mean turning holiday cheer into measurable results.
Why OTT Viewership Surges During the Holidays
- More Leisure Time = More Streaming
As people take time off work and school for the holidays, they spend significantly more hours at home enjoying entertainment. Families and friends gather around smart TVs or devices to binge-watch movies, TV shows, and live events. This extra leisure time directly translates to increased OTT consumption. - Holiday-Themed Content Dominates
OTT platforms roll out exclusive holiday programming, including classic Christmas movies, family-friendly specials, and New Year’s Eve countdowns. Platforms like Netflix, Disney+, Hulu, and Amazon Prime make it easy for audiences to find holiday-themed content that aligns perfectly with the festive mood. - New Devices and Subscriptions
The holidays bring a surge in smart TV purchases, streaming devices (Roku, Fire Stick, Apple TV), and gifted subscriptions to OTT services. With new devices in hand, families explore OTT platforms more than ever, further boosting viewership. - Weather Keeps People Indoors
In many regions, the winter chill drives people to stay cozy indoors, creating the perfect environment for streaming marathons. Whether it’s catching up on shows or watching new holiday releases, OTT platforms become the go-to choice. - Binge-Watching is a Holiday Tradition
Many audiences see the holidays as a chance to relax and binge entire seasons of shows they’ve missed throughout the year. Platforms cater to this behavior by releasing fresh content and encouraging extended viewing.
The Data: OTT Viewership Peaks During the Holidays
- Platforms like Netflix and Disney+ often report 25-30% increases in viewership during the Christmas and New Year holidays.
- New Year’s Day consistently ranks among the highest streaming days of the year, as people relax and recover from celebrations.
- Holiday content often dominates the Top 10 most-watched lists on major OTT platforms during December.
This seasonal spike in viewership presents a golden opportunity for advertisers to connect with larger, more engaged audiences.
Why Brands Should Advertise on OTT During the Holidays
- High Audience Engagement
With viewers spending more time on OTT platforms, ads have a greater chance of reaching audiences when they are fully engaged in their content. - Targeted Reach
OTT platforms allow brands to deliver ads to highly targeted demographics based on viewing habits, interests, and household data. Whether you’re a local business or a national brand, you can tailor your message to reach the right people. - Prime Positioning for Seasonal Campaigns
The holiday season is a time when consumers are actively shopping, celebrating, and looking for solutions that enhance their lives. Your ad placed during a family movie or holiday special can inspire action at the perfect moment. - Cost-Effective Branding
Compared to traditional TV advertising, OTT campaigns offer better cost efficiency with measurable results. With real-time analytics, you can track viewership, impressions, and conversions during the peak holiday weeks. - Build Long-Term Brand Trust
Ads run during beloved holiday programming are seen in a positive light. Associating your brand with the festive season builds trust, familiarity, and long-term recognition.
How to Make the Most of OTT Advertising During the Holidays
- Create Festive, Relevant Ads: Craft ad creative that aligns with the holiday spirit, featuring themes of family, joy, and celebration.
- Focus on Smart Timing: Launch campaigns in early December and sustain them through New Year’s to capitalize on peak viewership.
- Leverage Targeting Tools: Use the powerful targeting capabilities of OTT platforms to reach specific demographics like families, gift buyers, or holiday planners.
- Highlight Promotions: Showcase seasonal offers, limited-time deals, or holiday-themed services to encourage immediate action.
- Track Performance: Monitor engagement and optimize your campaigns in real time to ensure you’re achieving the best ROI.
The Takeaway
OTT platforms experience a massive surge in viewership during the Christmas and New Year holidays, driven by increased leisure time, seasonal content, and new streaming devices. For brands, this represents a unique opportunity to reach highly engaged audiences with targeted, festive messaging that builds trust and drives action.
By investing in OTT advertising during this period, businesses can amplify their visibility and connect with consumers when they are most receptive. If your brand isn’t leveraging this seasonal trend, you could be missing out on one of the most impactful advertising windows of the year.
Ready to take your holiday advertising to the next level? Contact us at Radio TV Agents to explore how our expertly crafted OTT campaigns can connect your brand with audiences this holiday season!
