Premium Video impressions consistently outperform YouTube across the key behaviours that make an impression more valuable, including stronger co-viewing, more consistent attention and substantially longer viewing sessions. In The Impression Gap, which received a Platinum Award in the Research / Study category at the 2026 MarCom Awards, the Video Advertising Bureau (VAB) examined how audiences consume content across streaming services available through connected televisions in US households.
CTV viewers are more attentive in premium streaming environments than YouTube
Premium streaming recorded higher average scores on every attention measure in comparison to YouTube. Viewer presence is relatively similar, with larger gaps in eyes-on-screen time.
- Presence in the room: the average “presence to active” index is 102 on premium platforms and 97 on YouTube, a difference of 5%.
- Eyes on screen while present: the average “attention to presence” index is 108 on premium platforms and 95 on YouTube, a difference of 14%.
- Eyes on screen across the session: the average “attention to duration” index is 110 on premium platforms and 93 on YouTube, a difference of 18%.
- Attention among younger viewers: the “attention to presence” index is 16% higher on premium platforms among persons aged 2-17, and 6% higher among adults aged 18-34.
The average of premium streaming platforms is higher across every age group examined on each of these measures. The largest overall gap concerned eyes-on-screen time across the full app session. The relative gap in attention while present was widest among persons 2-17.
People watch premium streaming together more often
Shared viewing was more common on premium streaming platforms across all age groups examined.
- Co-viewing: 60% of impressions on premium video platforms involved shared viewing, compared with only 45% on YouTube. Co-viewing was therefore 33% higher on premium platforms.
- Persons aged 2-17: co-viewing accounted for 76% of impressions on premium platforms and 59% on YouTube.
- Adults aged 18-34: co-viewing accounted for 65% of premium impressions and 48% on YouTube.
- Adults aged 55 and over: co-viewing accounted for 55% of premium impressions and 37% on YouTube, a relative premium advantage of 49%.
Person’s 2-17 had the highest co-viewing levels in both environments. Shared viewing declined with age on both sides of the comparison, while the relative premium advantage was greatest among the oldest viewers.
At the study’s launch, Benjamin Vandegrift, the VAB’s SVP, Measurement Strategy & Innovation, linked the co-viewing findings to “enabling advertisers to get greater efficiency out of every CTV impression they buy”. The VAB also summarised the study’s findings on attention, co-viewing and session length in its infographic, Spot the Difference & See How Premium Video Platforms Deliver.
Viewing sessions last longer on premium streaming services
- Average session length: around 78 minutes on premium platforms and 52 minutes on YouTube. The report describes sessions on premium streaming platforms as 49% longer.
- Attention within shorter sessions: in the group lasting up to 20 minutes, premium platforms’ average “attention to presence” index was 19% higher than YouTube’s.
- Attention within longer sessions: in the group lasting 3 hours or more, the premium “attention to presence” index remained 13% higher.
Premium streaming recorded higher average attention while viewers were present within every session-length group. Its lead appeared in brief visits as well as extended viewing, alongside the difference in average session length.
In an interview published by Comcast Advertising, Vandegrift identified contextual advertising and sequential messaging as possible uses of longer viewing windows. Spectrum Reach also used the findings in an educational article and a four-part Data Within Reach video series. The series addressed household viewing, consistent attention and brand opportunities across viewing sessions, turning the report’s findings into shorter material for buyer conversations.
The VAB used observed household viewing to compare CTV services
The VAB commissioned audience measurement company TVision to analyse viewing through its opt-in US household panel. In-room sensors detect who is present and whether they are looking at the television. Content recognition and a digital meter identify the programming and streaming apps being watched.
- Period and publication: viewing from 1 July 2024 to 30 June 2025; report published on 24 February 2026.
- Services and scope: 21 premium services and the main YouTube app, covering programmes and advertising together. The premium group included subscription and advertising-supported services, streaming pay-TV bundles and free streaming platforms. YouTube TV was included in the premium group as a separate service.
- Co-viewing definition: at least 2 viewers with active sessions overlapping for at least 5 minutes.
- Session rules: an app session can span several programmes or videos. Minimum sessions were 5 minutes on premium platforms and 30 seconds on YouTube. Viewing after a gap of more than 10 minutes counts as a new app session.
- Reading the figures: an index of 100 represents the CTV viewing benchmark. Attention and session-length results are weighted by session duration; co-viewing is weighted by impression share.