TV is one of the fastest-changing ad channels — which says a lot in the context of today’s ad landscape. The way viewers access content and entertainment through TV is shifting at a breakneck speed. And so, too, must the way advertisers reach those viewers.
Earlier this year, Nielsen reported that, for the first time, more people watch TV via streaming services than both broadcast and cable combined. According to “The Gauge” report, streaming accounted for 44.8% of TV viewership as of May 2025, while broadcast and cable together accounted for 44.2%. And as live sports increasingly become part of the streaming landscape, streaming viewership is not expected to slow down.
In fact, Simpli.fi recently reported that more than 71% of TV viewing specifically on ad-supported channels occurs on streaming TV. And while streaming, connected TV and OTT technically have their own definitions, the lines between them are blurring. The distinctions matter less than the experience itself: Viewers simply want seamless access to their chosen entertainment on any device.
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