November always raises the stakes, and this year streamers treated the holiday window as a proving ground. Black Friday turned into a full-scale contest for on-screen visibility, as major services rolled out aggressive promotions and fought for the most valuable real estate across connected-TV devices. Visibility patterns during peak periods often reflect underlying merchandising signals across the wider CTV ecosystem, as platform-level decisions shape how prominently content is presented. The key question: who converted that activity into the strongest gains in $MPV™ – Dollar Media Placement Value, our metric that assigns an estimated dollar value to each placement based on its position, size, and platform impact? The November U.S. Streamer of the Month report has the full picture.
Originals also fought for space – and in several cases, won decisively. Disney+ set the tone with a superhero launch, The Fantastic Four: First Steps, that secured broad visibility across key storefronts, positioning the title as one of the month’s standout debuts. As November shifted toward seasonal viewing, the service leaned into festive programming with a music-driven holiday film that maintained strong momentum and kept audiences engaged through Thanksgiving week. Paramount+ followed suit with family-friendly Christmas content that carved out notable visibility of its own. How these releases shaped the title rankings is detailed in the November U.S. Streamer of the Month report.
Elsewhere, scripted drama continued to command attention. Peacock introduced a new thriller that earned prominent exposure across core devices, while Apple TV advanced its slate with a character-driven drama that generated consistent placement throughout the month. Together, the two services demonstrated how well-timed genre plays can thrive even amid a crowded promotional landscape.
Sports, as ever, delivered dependable firepower. Prime Video elevated its NFL coverage with a high-profile holiday push that extended through the long weekend, supported by game-specific promotion that kept matchups front and centre. Its basketball coverage added further momentum, while other services used global football to reinforce their own sports positioning. These activations helped make November one of the most visibility-heavy sports months of 2025.
Beyond the screen, the industry moved just as quickly. New AI-led plans for short-form content creation, early-stage acquisition discussions involving several major players, and continued M&A speculation all contributed to a backdrop of meaningful change – developments that could reshape the competitive field ahead of 2026.
So who capitalised on the season, which titles rose above the noise, and which offers stood out the most to viewers? Full rankings, campaign analysis, and title-level data are all available in the November U.S. Streamer of the Month report.
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