Streaming video platforms led by Netflix spent more than $55 million on advertising over the summer, a 46 percent increase over a year ago, according to a report released Tuesday.
Netflix spent an estimated $31 million to promote 100 shows with more than 900 ads across websites, TV networks and print publications, according to data from MediaRadar.
MediaRadar CEO Todd Krizelman said ad spending has increased as more companies like Facebook develop original shows. That puts more pressure on companies like Netflix, which already outspends its competitors on ads. For example, Hulu had only 225 summer ads.
"For (Netflix) to have the level of success that they are having, they have created all of these different forms of content, and that content has to be marketed for people to know it exists for them," Krizelman said.
MediaRadar's report tracked six platforms that stream video over the internet, including Amazon Prime Video, Hulu, YouTube Premium, Facebook Watch and HBO Now.
The ad spending surge is driven by rising competition among streaming platforms. Netflix alone is projected to spend as much as $13 billion on original productions this year.
"In today's landscape, you are looking for audience wherever the audience goes," Krizelman said. "To get more of their time means to be in front of them in other environments."
Facebook has been rolling out ads to raise awareness of its video platform, Facebook Watch, including one that recently aired on "Saturday Night Live," Sibyl Goldman, director of entertainment partnerships, said in an interview this month.
The social network has marketed such shows as "Sorry for Your Loss," in which actress Elizabeth Olsen portrays a young widow struggling with grief. Still, some critics say that many people don't know what Facebook Watch is, even though it launched last year.
Krizelman says he expects more ad spending this winter, when some platforms launch shows and TV network programs are on a break. It takes "advantage of viewers staying in to binge shows, while avoiding the cold," he said.
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(The Los Angeles Times is a customer of MediaRadar.)
