All the Holiday Hits in One Place: How Xumo Advertising Is Capturing the Spirit of the Season

Author: Alicia Pignataro

The holiday season has always been a peak moment for TV viewing – and for advertisers, it’s one of the most impactful times of the year. In fact, in 2021, 92% of U.S. households tuned into holiday content, watching an average of 20 hours throughout the season – a testament to the enduring power of festive programming. Audiences are seeking comfort, nostalgia, and festive cheer across screens, creating an environment where engagement is high and attention is focused. Today, as viewing habits continue to shift toward streaming – especially FAST – holiday programming remains a powerful way for brands to connect with consumers in meaningful, memorable ways.

Streaming and entertainment platforms are leaning into that trend with curated holiday hubs, exclusive content, and themed playlists designed to capture seasonal viewing behaviors. Xumo Play is part of that movement, offering a robust lineup of holiday programming that reflects what audiences love most during this time of year – all while creating premium opportunities for advertisers to align with highly engaged viewers.

 

Streaming the Season: Viewership Is on the Rise

Last year, Xumo Play’s Holiday Hub channels saw a +63% year-over-year increase in viewing time, signaling that audiences are spending significantly more time with seasonal content. This growth highlights the continued appeal of holiday programming in the FAST space – and the opportunity for advertisers to capture attention during one of the most engaging times of the year.

Xumo Play’s Holiday Hub saw a +40% year-over-year increase in average time per user, underscoring not just growing interest but deeper engagement with holiday content. Early indicators suggest that viewers are on pace to spend a similar amount of time – or even more – engaging with holiday content this year, reflecting the continued appeal of seasonal programming in the streaming space.

 

A Holiday Lineup That Shines (And Serves Every Kind of Viewer)

Holiday content isn’t one-size-fits-all – and this season, audiences are gravitating toward a mix of nostalgic classics, festive originals, and themed TV shows that match their mood. In fact, holiday classics like Christmas Vacation, Elf, and Home Alone dominated viewership in 2024, with nine of the top 15 most-watched titles being legacy favorites. At the same time, new streaming originals like Our Little Secret and Hot Frosty drew millions of views, showing that audiences are also eager for fresh takes on holiday storytelling.

Xumo Play’s holiday offering reflects that diversity, with something for every kind of viewer:

• 14 dedicated channels – a +17% increase over last year – featuring favorites like Hallmark Movies & More, Sweet Escapes, Cook’s Country, Filmrise Christmastown, Universal Movies, and exclusive pop-ups like Xumo Free Holiday Movies, Holiday Classics, Christian Christmas, and Holiday Romance1
• 1,200+ on-demand movies including Call Me Claus, Take a Chance on Christmas, Unforgettable Christmas, Mariah Carey’s Merriest Christmas, and My Christmas Prince
• 7 curated collections like “Festive Favorites,” “Jingle All the Spurs,” “Not So Silent Night,” and “Royal Romance,” designed to help viewers find just the movie, show or channel for their holiday mood
• For the first time, Xumo Play’s Holiday Hub will feature TV series – 11 shows that are new to Xumo Play – bringing even more variety to seasonal viewing.

This variety ensures that whether viewers are looking for a classic comfort watch, a new holiday rom-com, or a themed baking show, Xumo’s Holiday Hub has something to match their seasonal spirit.

 

Why It Matters for Advertisers 

Holiday programming has long been a powerful way to reach audiences – and as viewing habits shift toward streaming, FAST services like Xumo Play offer advertisers a unique opportunity to meet consumers where they are. Whether it’s a family gathering around the TV or someone streaming a holiday rom-com solo on their phone, Xumo Play’s ad-supported environment ensures brands can be part of the moment.

And the holiday season is all about shared experiences. According to recent Nielsen research, 47% of all linear and connected TV viewing involves co-viewing, meaning nearly half of holiday streams are watched by more than one person at a time. For advertisers, that translates into amplified reach and impact during one of the most engaging times of the year. With the holidays in full swing, new content rolling out throughout the season, and more eyeballs on screens than ever, Xumo is poised to be a key player in holiday streaming.

Want to learn more about advertising on Xumo this holiday season? Reach out to our team here.