PHILADELPHIA, PA — Xumo is making a data-driven case that the first screen viewers see when they turn on their televisions may now be the most powerful real estate in streaming advertising.
In a new report titled Prime Real Estate: Why the Home Screen is a Winning Address for Advertisers, the connected TV platform said home screen advertising is delivering outsized results for brands, particularly streaming services seeking new subscribers. The study combines audience surveys, campaign performance data, and advertiser best practices to illustrate how home screen ads influence viewer behavior.
According to the report, audience indecision plays directly into the strength of the format. More than 80 percent of viewers do not always know what they want to watch when they sit down in front of the TV, and roughly two-thirds spend at least six minutes browsing options. Xumo said that moment of consideration makes the home screen a natural place for advertising that guides discovery rather than interrupting it.
Campaign data cited in the report shows that viewers exposed to home screen ads were more than twice as likely to sign up for a streaming service compared with viewers who were not exposed. In one campaign highlighted by Xumo, home screen placements accounted for nearly half of all app sign-ups during the advertising flight.
The format’s effectiveness appears tied to how audiences perceive it. Survey results show that 58 percent of respondents said home screen ads fit seamlessly into the viewing experience, compared with 50 percent for standard video ads and 44 percent for banner ads. Nearly 60 percent described home screen ads as a unique and novel format, a substantially higher share than for traditional banners or in-stream video advertising.
Xumo said advertisers across categories are increasingly adopting the format, from subscription streaming platforms focused on app installs to publishers promoting individual programs and brands seeking contextual awareness tied to content collections.
“Not all ad units are created equal. The most effective formats surround the content, are contextually relevant and give viewers an obvious next step – whether that’s launching an app, starting a new show or redeeming an offer,” said Eli Zang, head of sales for Xumo Advertising. “Our research shows how home screen advertising, done right, can amplify the impact of a campaign while delivering a memorable user experience.”
As competition for attention intensifies across streaming platforms, Xumo’s findings suggest that advertisers are shifting budgets toward formats that influence decisions before content playback begins, betting that discovery moments, not commercial breaks, are where outcomes are increasingly decided.
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