{"id":320802,"date":"2025-11-21T11:10:54","date_gmt":"2025-11-21T19:10:54","guid":{"rendered":"https:\/\/www.mediaplaynews.com\/?p=320802"},"modified":"2025-11-30T18:00:13","modified_gmt":"2025-12-01T02:00:13","slug":"how-streamers-can-win-thanksgiving-week-what-ctv-promotions-reveal-about-the-next-big-battle-for-attention","status":"publish","type":"post","link":"https:\/\/www.mediaplaynews.com\/how-streamers-can-win-thanksgiving-week-what-ctv-promotions-reveal-about-the-next-big-battle-for-attention\/","title":{"rendered":"How Streamers Can Win Thanksgiving Week: What CTV Promotions Reveal About the Next Big Battle for Attention"},"content":{"rendered":"

Every November, the entertainment industry hits its version of the Super Bowl.<\/p>\n

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Francesca Pezzoli<\/figcaption><\/figure>\n

Thanksgiving week is no longer just a retail battleground. It\u2019s one of the most valuable media windows of the year, where live sports, blockbuster streaming premieres, and Black Friday subscription deals converge on the biggest screen in the home: television.<\/p>\n

According to Samsung smart-TV viewership data, streaming activity jumps 11% during Thanksgiving week compared with average non-holiday weeks. With audiences off work, on the couch, and primed to browse, the Thanksgiving window has become a high-stakes promotional moment for streamers, studios and sports leagues.<\/p>\n

To understand what actually worked in 2024 and what will shape a competitive advantage in 2025, Looper Insights analyzed promotional activity on major connected TV platforms, evaluating thousands of placements using its MPV (Media Placement Value) metric, which measures on-screen visibility, and $MPV (Dollar MPV), which assigns an equivalent media dollar value based on placement prominence.<\/p>\n

Our “Thanksgiving 2025 Playbook”<\/a> report reveals a new truth about streaming success during peak windows: Visibility is currency. If audiences can\u2019t see the content title, they can\u2019t click, stream, rent or subscribe.<\/p>\n

The NFL Dominated the Screen<\/strong><\/p>\n

Thanksgiving has always belonged to the NFL, but on connected TVs, the league didn\u2019t just win viewership; it won real estate.<\/p>\n

Looper\u2019s analysis shows that the top three NFL promotional placements across Roku, Fire TV and Vizio each achieved the maximum MPV score of 24, ranking them in the top 2% of all U.S. connected-TV promotions during the week.<\/p>\n

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Those three placements delivered a combined $536,000 in $MPV, led by Fubo TV\u2019s \u201cTurkey Day Football\u201d takeover on Roku.<\/p>\n

What made them so effective? Fubo TV\u2019s \u201cTurkey Day Football\u201d on Roku used festive Thanksgiving visuals to spark excitement; Fire TV paired NFL action with other sports in a dynamic Black Friday split-screen offer; and Vizio highlighted the \u201cRaiders vs. Chiefs\u201d matchup with bold rivalry imagery and a strong call to action. Together, these placements show how tailored creative and premium placements drive standout visibility during one of the NFL\u2019s biggest viewing weeks.<\/p>\n

And the NFL didn\u2019t stop at the games. Spin-offs such as Madden NFL, NFL Icons and NFL Slimetime carried that momentum into other formats, ranking among the week’s highest-performing secondary promotions. Even during tentpole moments, the league used its IP to stay visible before, during, and after the games.<\/p>\n

Black Friday Becomes a Streaming Holiday<\/strong><\/p>\n

Black Friday has become just as important for streaming services as it is for retail, with major platforms using the holiday to promote subscription deals aggressively. However, the results showed a surprising trend: a longer offer duration is more effective than a deeper price discount. Both Max and Paramount+ had the same subscription price, but Max provided a longer promotional window and ultimately came out on top.<\/p>\n

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The New Rules of Holiday Streaming<\/strong><\/p>\n

Our analysis surfaced five clear strategies for Thanksgiving 2025:<\/p>\n