Super Bowl Ads Boosted Streamers Like Netflix and Hulu, But Strategies Are Shifting

As OTT stakes increase, spots may pivot to more general brand-building

(Clockwise from top left): Amazon's Hunters, HBO's Game of Thrones, Netflix's The Cloverfield Paradox and Hulu's The Handmaid's Tale are among the OTT shows featured in Super Bowl spots. Netflix, Hulu, Amazon Studios, HBO

Key insights:

It’s just about time for the Super Bowl, the annual apex of sports entertainment that has long been a marketing bonanza. While the biggest drivers of the game’s record ad prices have been in sectors like automotive, technology, beverages, CPG, retail and telco, there’s another small but increasingly reliable category of Super Bowl advertisers: streaming services.

@kelseymsutton kelsey.sutton@adweek.com Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.