A little more than two years after Netflix moved to further disrupt the TV industry by introducing commercials, galvanising already fierce competition

Market for TV streaming advertising to pass £1bn

submited by

Style Pass

2024-12-29 16:00:07

A little more than two years after Netflix moved to further disrupt the TV industry by introducing commercials, galvanising already fierce competition to grab budgets targeted at traditional TV, the market for streaming advertising in the UK will pass the £1bn milestone.

For the first decade of the streaming revolution the received wisdom, most fervently espoused by Netflix, was that the days of the TV commercial were numbered, with consumers willing to pay in return for an uninterrupted viewing experience.

A combination of the cost of living crisis making consumers more open to paying less in return for seeing a few ads, and the growth potential in tapping a new revenue stream as subscriber growth petered out, has made the old-fashioned ad break the streaming winner of 2024.

By November 2022, when Netflix had its Damascene moment, launching a cost-conscious, ad-supported tier to reignite stalling growth, the advertising opportunity in the video-on-demand sector was already clear.