Advertising on Xumo Play in 2026: Complete Guide for Marketers

Advertising, Connected TV

Free ad-supported streaming TV (FAST) is answering a very 2026 problem: viewers want more content without another subscription, and advertisers want premium video reach without the manual processes that have historically made TV advertising harder to scale. That makes Xumo Play a FAST app worth watching.

But more inventory does not automatically mean better performance. Marketers need to understand where Xumo Play fits in the Connected TV (CTV) landscape, what ad options are available, how targeting works, and which metrics matter after launch. 

In this guide, we’ll break down what advertisers need to know before adding Xumo Play into their CTV media mix.

What Is Xumo?

Xumo Play is Xumo’s free ad-supported streaming TV (FAST) app, and one of the primary ways consumers experience Xumo, a joint venture between Comcast and Charter. Alongside Xumo Play, consumers engage with Xumo through its streaming devices, Xumo Stream Box and Xumo TV, and its enterprise business, which powers and distributes FAST channels across the broader TV ecosystem.

Available across major streaming platforms, Xumo Play offers more than 400 live channels and thousands of on-demand content titles, all without subscriptions or logins. 

For advertisers, Xumo Play is more than a standalone FAST app. It’s part of a broader ecosystem that extends reach beyond the app itself. Campaigns can connect not only with Xumo Play’s engaged audience, but also with viewers across Xumo’s other endpoints, including tens of millions of Connected TV users on Xumo devices and thousands of FAST channels powered by Xumo on third-party platforms, driving both upper-funnel awareness and lower-funnel performance outcomes.

MNTN works with Xumo through Xumo Play. This blog will explore advertising on Xumo Play, from the benefits to the type of ads it supports and more.

Benefits of Advertising on Xumo Play 

Marketers are seeing compelling advantages when they include Xumo Play in their CTV mix, such as:

1. Superior Viewer Attention

Research from TVision shows Xumo Play delivers 20% higher ad attention than industry averages, with users spending 28% more time focused on creative during breaks.

2. High Co-Viewing Impact

Eighty percent of ad impressions on Xumo Play reach two or more people in the room (a 43% lift over benchmarks), amplifying shared viewing experiences and brand recall.

3. Advanced Interactive Formats

Formats like QR codes, squeeze backs, and pause ads turn passive viewing into active engagement.

4. Unrivaled Reach & Scale

With 60 million monthly active users and distribution across 2,000+ channels, and 12 million-plus owned devices, Xumo Play delivers incremental households that linear TV and other FAST services often miss.

How Does Advertising on Xumo Play Work?

From the advertiser’s perspective, Xumo Play provides access to scaled CTV video inventory and high-impact placements across its FAST ecosystem, where first-party data and advanced identity solutions enable precise targeting and real-time optimization. 

Consumers experience seamless, non-disruptive streaming ads inserted into premium live and on-demand content on Xumo Play and partner platforms, keeping the service free while enjoying familiar linear-style programming. 

This dual-sided model creates efficient, measurable campaigns that blend the scale of broadcast with the precision of digital, helping brands reach engaged viewers wherever they stream.

Types of Xumo Play Ads

Xumo Play supports several ad formats designed to help marketers reach streaming audiences across the viewer journey.

Scaled CTV Video Ads

Xumo’s scaled CTV video placements help advertisers reach audiences across the platforms where Xumo powers channels and content. These ads align with the core streaming TV experience, giving brands a way to show up across live FAST and on-demand environments.

High-Impact Sponsorships

Xumo’s sponsorship opportunities are built around seasonal, brand-aligned moments and curated destinations. These placements help brands connect with relevant viewing contexts beyond the standard ad break.

Advanced and Interactive Ad Formats

Advanced ad formats give marketers more ways to turn attention into action. Xumo has cited examples like QR codes, overlays, L-bar overlays, and custom ad units across live and on-demand entertainment.

Pause Ads

Xumo Play has also supported Pause Ads through partner-led campaigns. These non-interruptive units appear during a natural pause in viewing and can use elements like QR codes to encourage engagement without interrupting active content.

How To Advertise on Xumo Play

Getting started with Xumo Play advertising follows a straightforward, consultative process designed to align campaigns with your specific performance goals.

1. Submit a Partnership Request

Reach out to the Xumo Advertising team through xumo.com/advertising to start the conversation and explore Xumo’s exclusive inventory.

2. Consultation and Goal Setting

Work with Xumo’s team to define campaign objectives and map them to available solutions, including scaled CTV video, high-impact sponsorships, and advanced ad formats.

3. Audience Targeting and Data Activation

Activate first-party viewership data with third-party identity solutions from TransUnion, The Trade Desk, and LiveRamp to help reach relevant streaming audiences across Xumo’s footprint.

4. Creative Selection

Choose creative that fits the campaign’s placement, whether that’s standard CTV video, home screen messaging, sponsorship inventory, or advanced creative formats.

5. Campaign Launch and Optimization

Launch with the agreed-upon inventory and data strategy, then evaluate performance based on the campaign goals and metrics established with Xumo’s team.

Xumo Play Advertising Costs, Explained

Pricing is typically shaped through direct conversations with Xumo’s team or available programmatic buying paths. As with most premium CTV buys, final costs depend on the campaign’s goals, inventory, targeting, creative needs, and overall scope.

• Ad Format and Placement: Scaled CTV video, messaging, sponsorships, and advanced ad formats may carry different costs based on visibility, demand, and campaign complexity.
• Audience Targeting and Data Activation: Campaigns using first-party data, Xumo audience data, or third-party identifiers may require different planning than broader reach campaigns.
• Campaign Scale and Duration: Budget, flight length, reach goals, and inventory availability all influence how a campaign is packaged and priced.
• Creative Complexity: Standard video is generally more straightforward, while custom sponsorships or advanced creative formats may require additional production planning.
• Measurement Requirements: Advertisers should align with Xumo upfront on reporting, attribution, and success metrics so campaign costs can be evaluated against performance.

Xumo Play Ads Best Practices

To maximize results on Xumo Play, smart marketers follow proven strategies that leverage the platform’s unique strengths in discovery, attention, and interactivity.

1. Match the Format to the Goal

Use standard CTV video for scaled reach, sponsorships for contextual alignment, and advanced formats when the goal is deeper engagement.

2. Leverage Contextual Sponsorships

Align creative with live events, seasonal themes, or channel collections to create authentic connections that feel native to the viewing experience.

3. Use Interactive “Next Step” CTAs

Incorporate QR codes, overlays, or shoppable prompts that give viewers clear actions, turning passive impressions into direct responses and trackable conversions.

4. Design for Co-Viewing and High Attention

Craft bold, shareable creative that performs well in group settings, capitalizing on Xumo Play’s multi-person ad view rate for amplified recall and impact.

5. Align on Measurement Before Launch

Before campaigns go live, marketers should define the metrics that matter most. Better upfront alignment makes post-campaign reporting a lot more useful.

Why You Need Performance TV

Xumo Play gives marketers a high-quality way to reach streaming viewers across a free, ad-supported environment, including premium content from 400+ channels and 15,000 on-demand titles. MNTN helps advertisers bring that inventory into a performance-focused CTV strategy, connecting Xumo Play’s scale with the targeting, optimization, and measurement tools marketers need to understand what happens after an ad runs.

Here’s how MNTN Performance TV helps marketers make the most of Xumo Play inventory as part of a broader streaming strategy.

• Premium CTV Inventory — MNTN gives brands access to Xumo Play inventory alongside other premium streaming environments, helping advertisers scale across brand-safe, non-skippable 15- and 30-second CTV placements.
• MNTN Matched — Audience targeting helps marketers focus spend on households most likely to visit, convert, or take meaningful action, making campaigns more performance-oriented from the start.
• Automated Optimization — MNTN’s optimization engine uses campaign goals and live performance data to improve delivery throughout the campaign, helping advertisers make the most of every impression.
• Verified Visits™ — MNTN’s Verified Visits™ attribution model helps connect CTV ad exposure to site visits and resulting conversions, giving marketers a clearer way to measure TV’s impact without relying on clicks.
• Reporting Suite — Real-time reporting across MNTN, Google Analytics, Rockerbox, and other third-party measurement options makes it easier to evaluate Xumo Play performance alongside the rest of the media mix.

Reach Xumo Play viewers and other premium streaming audiences with performance-driven OTT advertising—sign up today with MNTN’s self-serve software.

Advertising on Xumo Play: Final Thoughts

Xumo Play has solidified its position as a must-have app for CTV marketers seeking scale, attention, and performance in the FAST space. With superior viewer engagement metrics, innovative formats, and robust data activation, the platform continues to deliver incremental reach that complements broader streaming strategies. Beyond Xumo Play, consumers experience Xumo through its streaming devices, Xumo Stream Box and Xumo TV, and its enterprise business, which powers and distributes FAST channels across the TV ecosystem.