New research details the performance power of premium video: How Xumo delivers value for advertisers
Author: Ying Wang
TV’s role in driving consumers through the funnel often gets overshadowed by last-click environments where influencers are pushing their favorite products and racking up views. But advertisers today need to understand that exposure doesn’t mean engagement.
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TV, on the other hand, has always had the ability to turn attention into engagement — delivering value that other media and platforms struggle to match. With so much competition to capture consumer attention across the evolving video landscape, brands are seeking platforms that enable them to connect and drive impact.
And as advertisers push for performance with fewer wasted impressions, subscription-based and ad-supported streaming services built around professionally produced long-form content — defined as Premium Video Platforms — continue to stand out for the quality of the experience and the quality of outcomes they can generate.
New research from the VAB (Video Advertising Bureau) and TVision quantifies that advantage, showing how Premium Video Platforms deliver stronger co-viewing, more consistent attention, and longer sessions than short-form environments like YouTube. The data highlights why streaming services, like Xumo Play, create more opportunities for brands to connect with viewers, reinforce messaging, and inspire action.
Premium video platforms attract multi-viewer engagement
Premium video is where household viewing concentrates and where shared viewing translates into business impact. As audiences gather around the biggest screen, co-viewing fuels conversation and engagement: 43% of consumers say they are likely to discuss ads with others when watching together, amplifying message retention and influence beyond a single viewer.
Xumo Play strengthens this advantage by consistently attracting multi-viewer sessions, delivering more efficient impressions and higher-value exposures for advertisers. Co-viewing is 62% stronger on Xumo Play than short-form environments. For context, the average Premium Video Platform delivers co-viewing that is 33% stronger than short-form environments, putting Xumo Play well ahead of the category.
This is powerful because shared living-room viewing drives a 23% lift in ad recall versus watching alone — turning premium reach into measurable engagement and stronger outcomes.
Premium Video Platforms capture consistent attention
Premium Video Platforms capture consistent audience attention, creating a stable environment for brand storytelling and more reliable performance. Attention is a stronger signal of effectiveness than basic exposure, and platforms that sustain attention make it easier to reach viewers who are present, engaged, and more likely to respond.
Xumo Play delivers higher-quality attention throughout the session, capturing more eyes on screen (+8% stronger) and a higher proportion of time when eyes stay on the screen (+16% higher) compared to short-form environments.
That sustained attention translates into measurable brand engagement: attention-optimized media drives 30% higher sales lift, a 10% increase in ROI, and 41% higher brand lift, helping brands maximize the impact of every impression.
Premium Video Platforms deliver more opportunity to connect with viewers
Premium video is built for long-form viewing, delivering more engaging sessions that keep audiences with the content and create more moments for brands to break through. With that sustained viewing comes higher-quality ad exposure, including a 94% average ad completion rate in long-form premium video environments.
Compared with short-form platforms, premium video sessions are meaningfully longer, with Xumo Play sessions coming in at 32% longer, translating to roughly 17 additional minutes per session. That additional time expands reach and gives advertisers more opportunities to reinforce key benefits and move viewers closer to action.
With Xumo Play, advertisers are able to pair incremental time with strong on-screen attention for streaming viewers. The result is a premium viewing environment that helps advertisers earn attention, deepen engagement, and drive more meaningful outcomes from every impression.
Helping advertisers turn premium video into measurable results
The data is clear: premium video delivers the conditions advertisers need to drive outcomes — shared viewing, sustained attention, and longer sessions that create more opportunities for messages to land and influence action. Across these dimensions, Xumo Play consistently outperforms short-form environments, translating premium reach into measurable engagement and stronger recall.
As streaming grows more complex, Xumo’s scale as both a FAST service and a streaming platform simplifies the path to performance, helping brands show up in premium video wherever audiences are watching, from the moment the TV turns on through the full viewing journey.
With a unified experience across its streaming devices and FAST service, plus high-impact placements and stronger measurement, Xumo is the partner built to deliver simple streaming results at scale.
For advertisers looking to connect with audiences wherever they engage with premium video content, Xumo brings together the quality of the viewing experience and the performance signals buyers need to invest with confidence — turning attention into engagement and engagement into results.