Top 10 Advertisers on OTT for May 2022 in the U.S.

Pathmatics reveals that the top 10 advertisers on OTT platforms spent nearly $137.2 million on creatives in the United States between May 1 and May 31, up 5 percent month-over-month from April. The cohort of top 10 OTT advertisers last month was the most diversified year-to-date, featuring categories such as Consumer Packaged Goods (CPG), Jobs & Education, and Auto. Let’s see how the top 10 advertisers and categories ranked on Hulu, Tubi, Peacock, Pluto TV, and Paramount+ in May.

P&G was the No. 1 U.S. advertiser on OTT in May, spending $21.2 million on more than 300 creatives for the month, down 9 percent from April. The CPG company previously allocated a majority of its OTT budget toward Hulu between January and March, and starting in April, it spent 27 percent of its budget on Tubi. Another brand that invested in Tubi this month was Fox; the media company spent more than 50 percent of its budget on Tubi, followed by Hulu.

Carvana, an online used car retailer, was a new addition to the top chart for May, expending $10.6 million on OTT and garnering over 392 million impressions. Carvana’s Hulu creatives showcased an introduction to the retailer and how to use Carvana for the first time. Carvana allocated a majority of its digital budget toward OTT platforms, particularly Hulu (61 percent), Pluto TV (24 percent), and Paramount+ (3 percent).

Companies in the Jobs & Education category have been increasing their digital ad spend this year. UpWork was a new addition to the top chart for May, mainly focusing its ad spend on Hulu. Its OTT ad spend spiked between May 1 and May 4 as it ran a campaign tailored towards employers who are searching for  “the perfect” freelancers.

With brands still gravitating towards Hulu for their spend and creatives, likely because Hulu is popular among younger audiences, we’ll see if more brands continue to follow suit or decide to diversify their strategy next month.

Interested in even more OTT insights?

Read our previous post, “The Top 10 Advertisers on OTT for April in the U.S.” and see April's top advertisers and categories. To see this data in action, request a custom insights session