CTV & OTT
CTV Advertising Platforms Compared 2026: Hulu, Peacock, Tubi, Roku & More
There are now more than a dozen streaming platforms that accept advertising — and the pricing, minimums, targeting, and self-serve options are completely different on each one.
A $500 budget gets you onto Tubi with no contract. That same $500 won't even open the door at Amazon DSP, which recommends $10,000/month for meaningful reach. Peacock charges $25,000+ for a direct buy but is accessible for $50 via aggregators.
This guide gives you the real numbers — CPMs, minimums, targeting options, and which platforms small businesses should actually use — based on Q1–Q2 2026 benchmarks.
$15–$75→
CTV CPM range across platforms
depending on platform and targeting
$50↓
True entry point via aggregators
Tubi, Pluto TV, Peacock via Adwave
$25K+↑
Direct minimum on premium platforms
Peacock, Amazon direct
500+↑
Channels accessible via Vibe.co
at $500/month self-serve
The Two Ways to Buy CTV: Direct vs. Aggregators
Before comparing platforms, understand the buying structure:
Direct platform buys mean you go directly to Hulu, Peacock, or Amazon's ad sales team. These offer the most targeting depth and premium inventory but come with minimums that exclude most small businesses ($25,000–$50,000+).
Aggregators and self-serve DSPs — Adwave, Vibe.co, Skybeam, StackAdapt — pool inventory from multiple publishers and let you buy across Tubi, Pluto TV, Peacock, Roku, Samsung TV Plus, and hundreds of other channels starting at $50–$500. You get slightly less targeting precision but real access at real budgets.
For businesses spending under $5,000/month on CTV, aggregators are almost always the right entry point.
Platform-by-Platform Breakdown
Hulu (Disney Campaign Manager)
Hulu remains the gold standard for small business CTV — premium content, strong targeting, and a genuine self-serve option that doesn't require an agency.
| Spec | Detail |
|---|---|
| CPM range | $15–$40 (average $25–$32 with standard targeting) |
| Minimum spend | $500/campaign via Disney Campaign Manager |
| Self-serve | Yes — Disney Campaign Manager, no agency required |
| Subscribers | ~50 million; ~70% on ad-supported plan |
| Targeting | ZIP-code level geo, demographics, interests, behaviors, first- and third-party data integration |
| Ad formats | Pre-roll, mid-roll (15s/30s), pause ads, interactive overlays, branded entertainment |
Why it works for small businesses: $500 minimum is achievable. Self-serve platform is clean and accessible. Pre-roll format (unskippable) delivers high completion rates. Pause ads (appear when viewer pauses — see the new CTV formats guide) are available and drive 43% more site visits than standard video.
Limitation: $25–$40 CPM is on the higher end for tight budgets. At $500/month you're reaching approximately 12,500–20,000 targeted impressions.
Peacock (NBCUniversal)
Peacock has the sports — NFL, Olympics, Premier League — which means premium audiences and premium prices. Direct buys are not for small businesses, but aggregator access makes it viable.
| Spec | Detail |
|---|---|
| CPM range | $20–$50; NFL/live sports can exceed $50 |
| Minimum spend (direct) | $25,000+ with NBCU ad sales |
| Minimum spend (aggregator) | $50 via Adwave |
| Subscribers | 44 million paid (Q4 2025); ~37 million on ad-supported plan |
| Targeting | First-party NBC/Universal data, demographic, behavioral, content adjacency |
| Ad formats | Pre-roll, mid-roll, Solo Ad (brand owns full episode mid-roll), Pause Ads, Arrival Ads (full-screen app open takeover, launched 2025) |
Super Bowl note: Peacock streamed Super Bowl LX (February 8, 2026). Streaming-only spots ran $3M/30 seconds — not for small businesses. But NFL-adjacent content (sports recaps, pre-game shows) runs at $35–$55 CPM via aggregator throughout the season. See the Super Bowl season guide for the full strategy.
Tubi (Fox Corporation)
The best entry point for small businesses. Zero minimum, lowest CPMs, 100 million monthly active users, and a self-serve platform that launched in May 2025.
| Spec | Detail |
|---|---|
| CPM range | $15–$28 |
| Minimum spend | No minimum via Universal Ads self-serve or Adwave ($50) |
| Self-serve | Yes — Universal Ads (launched May 2025); also Adwave |
| Monthly active users | 100 million |
| Demographics | 50%+ Gen Z/Millennials; cord-cutters; diverse audiences |
| Ad formats | Pre-roll, mid-roll, interactive overlays |
| AI creative tool | Universal Ads can generate a 30-second ad from your website URL |
Why it's the top pick for small businesses: No minimum means you can test with $50–$200. The audience is large and skews younger. Fox owns NFL regular season rights so sports-adjacent targeting is possible. The AI creative tool means you don't even need a video production budget to get started — enter your website URL and the platform generates the ad.
Limitation: Free-supported AVOD means 4–6 minutes of ads per hour — higher ad load than premium platforms. Audiences may be slightly less attentive than Hulu's subscriber base.
Pluto TV (Paramount/Skydance)
Similar positioning to Tubi — free, FAST-tier pricing, massive reach. Good for high-impression campaigns at low CPMs.
| Spec | Detail |
|---|---|
| CPM range | $15–$25 |
| Minimum spend | $50 via Adwave; $25,000+ direct with Paramount |
| Global MAUs | 80 million; 50+ million in the US |
| Ownership | Paramount Skydance Corporation (merged 2025) |
| Ecosystem | Bundles with CBS, Paramount+, MTV, Comedy Central inventory |
| Self-serve | Paramount self-serve platform (2025) bundles all Paramount properties |
Best use: Pair Pluto TV with Tubi via Adwave for $100–$300/month to build frequency across two free-streaming platforms simultaneously. Combined reach of 150 million MAUs at $15–$28 CPM is hard to beat for local brand awareness.
Roku Ads Manager
Roku's ACR (Automatic Content Recognition) data is the most powerful targeting capability available to small business CTV buyers. Roku knows what every viewer watches — including broadcast TV passed through via HDMI.
| Spec | Detail |
|---|---|
| CPM range | $25–$35 (Ads Manager); $30–$45 (OneView DSP) |
| Minimum spend | $500 (Ads Manager self-serve); $25,000 (OneView DSP) |
| Self-serve | Yes — Roku Ads Manager; no agency required |
| ACR data | Recognizes streaming AND broadcast content viewed through Roku |
| Unique targeting | Retarget viewers of competitor ads, specific shows, or genre categories |
| Shoppable formats | Native shoppable ads with Shopify integration |
Why ACR matters: You can target households that watched specific NFL games, competitor ads, or particular genres — on any device connected through their Roku, even broadcast TV. A local pizza shop can target every household that watched the previous Sunday's NFL game within a 5-mile radius. No other platform offers this for a $500 minimum.
Amazon Prime Video / Freevee
The strongest first-party data in streaming — actual purchase history, product browsing, Alexa searches, Whole Foods spend. Commands the highest CPMs and highest ROAS when the data match is good.
| Spec | Detail |
|---|---|
| CPM range | $25–$75; base self-serve ~$26; purchase-intent targeted buys $54–$75 |
| Minimum spend | ~$10,000/month recommended (self-serve DSP); $50,000/month (managed service) |
| Self-serve | Amazon DSP self-serve available but steep learning curve |
| Targeting | Purchase history, product browsing, Prime shipping, Alexa searches, Whole Foods data |
| Ad formats | Pre-roll, mid-roll, "Send to Phone" interactive, pause ads, location-based interactive |
Verdict for small businesses: Not the right entry point. At $10,000 recommended minimum, Amazon is better suited to e-commerce brands with Amazon presence. If you sell on Amazon, the purchase-intent targeting is exceptional. For local service businesses (salons, coffee shops, gyms), skip Amazon and allocate that budget to Tubi + Roku instead.
Samsung TV Plus
Samsung's FAST (Free Ad-Supported TV) channel is automatically loaded on every Samsung smart TV. The ACR data from Samsung's TVs is proprietary and powerful — Samsung knows exactly what every viewer watches across all inputs.
| Spec | Detail |
|---|---|
| CPM range | $20–$35; Samsung ACR data adds 15–30% premium over standard fill |
| Minimum spend | $5,000+ direct; $50–$500 via Adwave aggregator |
| Channels | 2,800+ free channels globally |
| Programmatic access | The Trade Desk, DV360, StackAdapt |
| Best for | Reaching smart TV owners (typically higher-income households) |
YouTube TV / YouTube CTV
YouTube CTV (TV-screen placements) reaches a massive audience through Google's ecosystem. Best accessed via Performance Max or Google Ads for small businesses.
| Spec | Detail |
|---|---|
| CPM range | $20–$25 (standard); higher for sports-adjacent guaranteed deals |
| Minimum spend | No formal minimum via Google Ads self-serve; $35,000 for guaranteed YouTube TV deals |
| Self-serve | Yes — Google Ads, Performance Max |
| Key stat | 80% of Performance Max advertisers now running CTV ads (2026) |
| Shoppable | Google Merchant Center feed integration for shoppable CTV ads |
Practical note: If you're already running Google Ads Performance Max campaigns, you may already be serving CTV ads on YouTube TV screens without realizing it. Check your campaign settings and make sure your video creative is included.
Max (HBO Max)
Premium content, premium CPMs, premium audience. One of the only two streamers (alongside Netflix) with average CPMs above $30.
| Spec | Detail |
|---|---|
| CPM range | $30–$45 |
| Subscribers | 116.9 million global (Q4 2024) |
| Minimum spend | Not published; direct buys through WBD ad sales; programmatic via DSPs |
| Content adjacency | WBD matches brands to premium content (e.g., trucks matched to True Detective) |
| Programmatic access | The Trade Desk, DV360, Xandr (Microsoft) |
Platform Comparison at a Glance
Average CPM by CTV Platform (2026)
Amazon Prime Videobest data, highest CPM
$50Max (HBO)
$37Peacock
$35Hulu
$28Roku Ads ManagerACR targeting
$30YouTube CTV
$22Samsung TV Plus
$27Pluto TVlowest minimum
$20Tubino minimumBest
$21Mid-point of typical ranges. Purchase-intent targeting on Amazon can push $54–$75.
| Platform | Min. Spend | CPM Range | Self-Serve | Best For |
|---|---|---|---|---|
| Tubi | $0 (Universal Ads) / $50 (Adwave) | $15–$28 | Yes | Zero-budget testing, high reach |
| Pluto TV | $50 (Adwave) | $15–$25 | Via aggregator | Budget reach alongside Tubi |
| Hulu | $500 | $15–$40 | Yes (Disney Campaign Manager) | Premium AVOD, best self-serve UX |
| Roku Ads Manager | $500 | $25–$35 | Yes | ACR targeting, shoppable formats |
| Vibe.co | $500 | $15–$25 | Yes | 500+ channels, easiest multi-platform |
| Skybeam | $50/day | $15–$30 | Yes | CTV + broadcast TV combo |
| Peacock | $50 (Adwave) / $25K+ (direct) | $20–$50 | Via aggregator | NFL/sports adjacency |
| YouTube CTV | No minimum (Google Ads) | $20–$25 | Yes (Google Ads) | Google ecosystem buyers |
| Samsung TV Plus | $50–$500 (Adwave) | $20–$35 | Via aggregator | Smart TV households |
| Max (HBO) | Not disclosed | $30–$45 | Via DSP | Premium content adjacency |
| Amazon DSP | ~$10,000 | $25–$75 | Managed/self-serve | E-commerce with Amazon presence |
Recommended DSPs for Small Business CTV
If you want to buy multiple platforms in one place rather than managing separate accounts:
Vibe.co — Purpose-built for SMBs. $500 minimum, 500+ channels including Hulu, Peacock, Paramount+, Roku, and more. CPMs $15–$25. The simplest full-stack CTV tool for businesses spending $500–$5,000/month.
Skybeam (Simulmedia) — Unique because it covers both streaming AND broadcast TV in one buy. $50/day or $500 lifetime minimum. 250+ targeting options. Includes a performance simulator so you can forecast results before spending.
StackAdapt — No stated minimum. Covers CTV, DOOH, digital audio, native, display, and in-game ads in one platform. Best for agencies or sophisticated buyers who want multi-channel campaigns.
MNTN — Self-serve, performance-focused CTV with direct integrations into Hulu, Peacock, Discovery+, and more. Minimum $10,000 (retargeting) / $25,000 (prospecting). Not viable under $2,000/month but excellent for mid-market businesses scaling up.
Third-Party Data: What It Is and How to Access It
Every major DSP gives you access to pre-built audience segments from third-party data providers. These let you target beyond basic demographics — adding behavioral, purchase, or life-stage data to your CTV buy.
How it works: Data providers (LiveRamp, Experian, TransUnion) supply audience segments to DSPs. You select segments in the DSP UI the same way you'd select interest categories on Facebook. You pay a CPM surcharge of $1–$3 on top of media cost.
Key providers:
- LiveRamp — Dominant identity resolution platform. Advertisers upload CRM data (email, phone) → LiveRamp resolves to household IDs → enables targeting of known customers on streaming
- Experian Marketing Services — Demographic + financial data overlay; retail, CPG, and lifestyle segments
- TransUnion/Neustar — Deterministic identity matching across devices; cross-screen household targeting
- Circana (formerly IRI) — CPG purchase data; used by Paramount/Pluto TV to personalize inventory at household level
For small businesses: You don't need to contract directly with LiveRamp or Experian. Use StackAdapt, Vibe.co, or Roku Ads Manager — all surface pre-built segments from major providers in their UI at no extra technical overhead. At under $1,000/month, stick to standard demographic + geographic targeting; the data premium is worth adding once you're spending $1,500+/month.
Frequently Asked Questions
Q: Can I really run CTV ads for $500 a month?
Yes. Tubi via Vibe.co or Adwave starts at $500 with no contract. Pluto TV does too. You won't get massive reach — roughly 20,000–30,000 impressions at $17–$25 CPM — but it's enough to test creative, offers, and targeting. Scale to $1,000 if you see positive cost-per-action. Do not let anyone tell you $500 is too small. That's usually a sales rep who wants a bigger commission.
Q: How do I measure if my CTV ad actually worked?
Use promo codes, vanity URLs, and call tracking (Google Voice number or a service like CallRail). Compare foot traffic or bookings during the campaign window to the prior 30 days. If you use Square or Toast, track promo code redemptions. CTV platforms will report impressions, but those don't pay your rent. Trackable actions do.
Q: What's the difference between CTV ads and YouTube ads?
YouTube is user-initiated — someone searches or browses and gets a pre-roll. CTV is interstitial — it plays during streaming programming, like a traditional TV ad but delivered digitally. YouTube gives you better demographic targeting because Google has more user data. CTV gives you the lean-back, full-screen, non-skippable experience (most platforms force 15–30 second ads). For small budgets, YouTube often outperforms CTV for direct response because of targeting depth. CTV wins for brand awareness.
Q: I'm a plumber in Phoenix. Is CTV worth it for my business?
Unlikely, unless your target audience watches enough streaming to make the math work. A plumber's customer base is anyone with a water heater, which is everyone. CTV's strength is narrowing by geography and interest. If you target homeowners within 10 miles, you're paying $20–$30 CPM to reach them. Your local radio spot might cost less per listener. Test both. Run a $300 CTV campaign and a $300 radio campaign simultaneously. Track calls with unique numbers. The answer will be specific to your market.
Q: Can I target people who have visited my website using CTV?
Some platforms allow it. Vibe.co and Adwave offer website retargeting via pixel or customer list matching. Amazon DSP lets you upload customer email lists. Hulu direct buys offer first-party data matching but at high minimums. It's not as precise as Google Ads retargeting because CTV devices are shared. But it works well enough to be worth testing if your website gets decent traffic.
Q: Should I run CTV ads if I already use Google Ads, Yelp, or Facebook Ads?
Yes, but only after those channels are optimized. If your Google Ads cost per click is $2 and your conversion rate is 5%, you have a benchmark. CTV should beat that or complement it on the awareness end. Use CTV to build top-of-funnel awareness, then capture demand with Google Ads or Yelp. Do not replace your existing channels. Add CTV as a test layer with 10–15% of your ad budget.
One observation from running campaigns across a dozen agencies: most small business owners I meet assume CTV is either a silver bullet or a waste of money. It's neither. It's a channel with specific strengths and specific limits. The best results I've seen came from owners who tested small, tracked obsessively, and cut the campaigns that didn't deliver a clear path to a sale. The ones who failed treated CTV like magic instead of math.
If you've read this far and you're still wondering whether CTV belongs in your ad mix, start with $500 on Tubi. Track it. Decide in 30 days. You'll have a real answer, not a guess. Book a free consultation
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Nataliia
Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.
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