Connected TV (CTV) advertising has officially moved from experimental to essential. As streaming viewership surpasses linear TV, marketers are shifting budgets into platforms like Hulu, Roku, and Amazon to capture attention where audiences are most engaged — on the big screen.
But with so many options, one question keeps coming up: which platform is the smartest investment for advertisers?
In this in-depth comparison, we’ll break down the strengths and weaknesses of Hulu, Roku, and Amazon CTV advertising across:
By the end, you’ll have a clear understanding of which platform — or combination — best aligns with your advertising goals.
The numbers tell the story. In 2024, U.S. CTV ad spend reached nearly $30 billion, with projections surpassing $40 billion by 2026. Streaming platforms have not only captured consumer attention, but also advertiser confidence.
Why? Because CTV advertising blends the storytelling power of traditional TV with the precision and measurability of digital marketing.
Marketers are no longer limited to broad demographic buys. With Hulu, Roku, and Amazon, they can combine premium video inventory with audience targeting, interactive ad formats, and outcome-based attribution.
Hulu, owned by Disney, remains one of the most recognized streaming platforms in the U.S. With access to over 100 million viewers across Hulu and Disney+, advertisers benefit from brand-safe, premium content that attracts younger, affluent audiences.
Hulu’s stronghold lies in its scripted series, live TV bundles, and on-demand shows, making it a natural choice for brands seeking high engagement in trusted environments.
Hulu offers multiple innovative formats:
These formats create opportunities for both brand storytelling and engagement.
Leveraging Disney’s first-party data, Hulu enables advertisers to target audiences by:
This ensures precise ad delivery, though options can be less customizable than programmatic buys.
Hulu’s premium environment comes with higher CPMs, typically ranging from $20–$40. While the cost is above-average compared to Roku and Amazon, advertisers pay for premium content and guaranteed brand safety.
✅ Brand-safe premium content
✅ Younger, affluent audiences
✅ Innovative ad formats
❌ Higher CPMs
❌ Limited flexibility compared to DSP-based buying
Roku isn’t just a streaming service — it’s a platform. With over 80 million active accounts and The Roku Channel, it represents one of the largest aggregators of streaming audiences in the U.S.
Unlike Hulu, Roku’s audience isn’t confined to one app. Its footprint spans FAST (Free Ad-Supported TV) channels, device users, and partnerships with content providers.
Roku’s advertising is diverse:
This range makes Roku attractive for advertisers looking to test new formats and engage viewers outside traditional video placements.
Roku leverages its first-party device data and Automatic Content Recognition (ACR) to track viewing behavior across streaming apps. Advertisers can target based on:
This makes Roku valuable for broad reach and household targeting.
Roku CPMs range from $15–$35, generally lower than Hulu. However, inventory quality can vary, as not all placements are premium.
✅ Large, diverse audience
✅ Innovative formats like shoppable ads
✅ Competitive CPMs
❌ Inventory fragmentation
❌ Quality varies compared to Hulu’s premium content
Amazon has quietly become one of the most powerful players in CTV advertising. Its footprint spans Prime Video, Freevee, Twitch, Fire TV devices, and third-party apps.
With over 200 million Prime members globally and a massive retail ecosystem, Amazon combines streaming reach with direct shopping intent.
Amazon offers a wide variety of ad options:
This makes Amazon uniquely positioned for full-funnel campaigns — from awareness to direct sales.
This is where Amazon shines. Unlike Hulu or Roku, Amazon brings first-party retail and purchase data to the table. Advertisers can target based on:
No other CTV platform can connect ad impressions to real-world purchases with this level of accuracy.
Amazon CTV ads via the Amazon DSP typically run at $12–$30 CPM, making them one of the most cost-efficient options in premium streaming.
✅ Retail data targeting unmatched by competitors
✅ Lower CPMs than Hulu and Roku
✅ End-to-end attribution (impression → purchase)
❌ Still scaling premium inventory compared to Hulu
❌ Complexity for smaller advertisers without DSP access
The answer depends on your objectives:
👉 For most brands, the smartest approach isn’t choosing one winner — it’s integrating all three based on campaign goals. But if ROI is the top priority, Amazon’s combination of scale, lower CPMs, and retail attribution makes it hard to beat.
As Connected TV continues its rapid growth, Hulu, Roku, and Amazon all offer unique opportunities. Hulu is best for premium branding, Roku excels in scale and household reach, and Amazon DSP leads with performance-driven targeting and measurement.
The true winner is the advertiser who leverages each platform strategically. By blending premium storytelling, broad reach, and retail-driven performance, brands can maximize CTV’s full potential in 2025 and beyond.
Connected TV (CTV) and programmatic video are no longer optional—they’re foundational. But when it comes to choosing the right platform, advertisers and media buyers are often faced with two powerful yet fundamentally different options: Amazon DSP and FreeWheel.
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